Emotional storytelling is at the core of building strong brands, and when it comes to the gaming industry, it is no different. In fact, emotional branding and storytelling can play an even bigger role in connecting with gamers and creating a loyal customer base. Sure, gameplay and graphics are important, but it’s the emotional impact of a game that truly captures the hearts and minds of players.
Understanding how to tell a meaningful story and evoke emotions through gaming can lead to a larger market share and a powerful marketing strategy. This article will take 6 gaming examples of emotional branding and storytelling and break down how they successfully connected with their audience. Spoilers ahead for some popular games!
1. The Last of Us: Part 1
From the opening scene of The Last of Us: Part 1, players are immediately emotionally invested in the story and characters. The game starts with a powerful prologue that sets up the relationship between Joel and his daughter Sarah. This emotional connection is then shattered when Sarah is killed in the chaos of a parasitic fungal zombie outbreak.
Fast forward 20 years, and players are introduced to Joel as a hardened survivor who is tasked with escorting a teenage girl, Ellie, across the country. Throughout their journey, players witness the gradual transformation of Joel from a cold and distant man to a caring and protective father figure to Ellie.
Ellie, has an emotional turmoil as the seasons in the game progress. From anger and loneliness to finding comfort in her friendship with Joel, she goes through a wide range of emotions that players can relate to. A creepy scene near the end of the game also connects the players with what it feels like to be trapped in a dark place with a predator in the form of a man.
The game ends on Joel’s decision of choosing the individual caretaker role over the role of humanity’s savior. This decision is a stark reminder of the power of emotions and how they can drive our actions and decisions. It may not have been a rational one, but one that many father figures can emotionally relate to and if they were in Joel’s position, may have made the same decision.
By writing your game’s story to match your target groups’ personal story, many fathers playing this game while their teenage children are gaining independence, will potentially feel a connection to Joel’s character and his journey with Ellie. The situation may be different, but the emotions are the same. The Last of Us is not just a game for entertainment, but also an emotional experience that resonates with players on a deeper level.
2. The Last of Us: Part 2
The sequel did not disappoint when it came to creating meaningful connections between the characters and the players. Long term loyalty into the series was cemented with this story. Each character within the game showed a strong emotional connection to each other, whether it was hate and the insatiable desire for vengeance, deep romantic love, or genuine friendship and care.
With Maslow’s hierarchy of needs fitting in perfectly to a post- apocalyptic scenario, these emotions were even more amplified as characters struggled to survive and find a sense of belonging in a broken world. The game also explores themes of revenge and forgiveness, showing the impact of these actions on both the victims and perpetrators. It challenges players to think about the consequences of their choices and how they can affect others.
One of the most talked-about aspects of The Last of Us: Part 2 is its portrayal of diverse and complex characters. It literally forces the customers’ minds to play both sides of the story. The wider audience is able to build empathy as they switch between the two main characters, Ellie and Abby, seeing both their motivations and struggles. This level of character development creates a more immersive and thought-provoking experience for players.
The consumer’s emotional state is taken on a roller-coaster ride of birth and death, the strain of vengeance and forgiveness to love and hate. As you’re developing your game, look into the valleys and peaks of players’ emotions to create a truly captivating story. The Last of Us: Part 2 shows the power of storytelling and how it can impact players on an emotional level.
Nostalgia is also a major factor in the success of The Last of Us: Part 2. The game is a sequel to the highly acclaimed and beloved original, which was released seven years prior. For many players, it was a much-anticipated return to the gritty post-apocalyptic world and the characters themselves go into scenes from the past as Joel and Ellie bond on a deeper level on her birthday, reminding the audience the importance of her mission to avenge her father figure.
3. The God of War Series
Greek mythology is filled with captivating tales of gods and monsters, and God of War showed how game developers can borrow from these stories to create an emotional journey for players. The anti-hero Kratos seeks revenge for the death of his family, and players experience every bit of his pain, anger, and inner turmoil. The game’s success lies in how it combines epic action with emotional depth, making players feel invested in the character’s journey.
After selling his soul to the Greek god of war, Ares, Kratos is plagued by endless nightmares and guilt for his past deeds. During a fit of rage, inspired by his new godly strength, he murders his own family. The consequences of this act and Kratos’ quest for redemption make for a compelling story that resonated with players. By tapping into universal human emotions such as guilt, grief, and the desire for absolution, God of War created a powerful connection with its audience.
Although this series lacked the emotional range as rage was the primal emotion driving Kratos throughout most of the games, its use of a story that was already well known captured players’ imaginations. By giving a fresh perspective on familiar myths and gods, the God of War series offered an immersive experience for fans of Greek mythology. The game’s success also showed that even in a genre filled with over-the-top action and violence, a strong narrative still plays a crucial role in making a game stand out.
Another lesson we can take from the success of God of War is the emphasis on a single emotion and driving it up to extreme levels. By focusing on Kratos’ rage and unrelenting pursuit of vengeance, the game created a sense of intensity that kept players engaged from start to finish. This shows the importance of honing in on a central theme or emotion and staying true to it throughout the game. It differs from the emotional range but for those adrenaline-fueled games, it’s crucial to stick with a specific emotion and escalate it to create a thrilling experience for the players.
4. Red Dead Redemption: Part 1
Building an engaging story world is essential for any successful game, and Red Dead Redemption is a prime example of how to do it right. Set in the era of the Wild West, players step into the shoes of former outlaw John Marston as he seeks redemption and tries to make amends for his past misdeeds. The game’s vast open world, rich characters, and immersive storytelling all contribute to its success.
One key aspect that sets Red Dead Redemption apart is its attention to detail and historical accuracy. The game’s developers, Rockstar Games, spent years researching the time period and its culture to create an authentic experience for players. From the architecture of buildings to the dialogue and mannerisms of characters, every aspect of the game reflects the Wild West setting.
In addition to its attention to detail, Red Dead Redemption also stands out for its morally complex storyline. As players navigate through Marston’s journey towards redemption, they are faced with difficult decisions that have consequences on both gameplay and the overall narrative. This adds depth and emotional weight to the game, making it more than just a simple action-adventure game set in the Wild West.
Another standout feature of Red Dead Redemption is its use of the environment to enhance gameplay. The vast open world not only provides players with a sense of freedom and exploration but also serves as a tool to shape the narrative. The game’s dynamic weather and day-night cycles not only create a visually stunning experience but also impact gameplay, such as making certain missions easier or more challenging.
But perhaps the most impressive aspect of Red Dead Redemption is its ability to evoke emotion in players. From the breathtaking landscapes to the intense action sequences, the game has a way of drawing players into its world and making them feel like they are a part of it. This, combined with its thought-provoking themes and well-developed characters, makes for an immersive and unforgettable gaming experience.
5. Red Dead Redemption: Part 2
With the first Red Dead Redemption setting the tone through world building, RDR 2 brought in a range of characters as the prequel to the first game. Set in 1899, the game follows Arthur Morgan, a member of the Van der Linde gang, as they navigate through the last days of the Wild West era.
Similar to its predecessor, RDR 2 excels in its attention to detail and immersive gameplay. However, with improved graphics and mechanics, it takes these elements to a whole new level. The game’s open world is more vibrant and alive than ever before, making players feel like they are truly a part of this world.
But what sets RDR 2 apart from its predecessor is its focus on character development. As players progress through Arthur’s journey, they witness his transformation and growth as he grapples with moral dilemmas and his loyalty to the gang. This adds a depth and emotional weight to the game, making it more than just a typical Western-themed action game.
Additionally, RDR 2 continued with telling the story through the environment and soundtracks. Imagine walking into the sunset on a dusky evening, with the music setting the tone and the environment pulling you in, making you feel like a true cowboy on an adventure. It’s reflective nature can also bring upon euphoria as you shoot up a saloon in the middle of nowhere.
Genres are also explored in depth in this game, which adds more layers to the story. As a ‘Gangster’ genre, the game also delves into ‘Western’ and these two are harnessed throughout the game. From the pursuit of building a early society (building the gang) as seen in most Westerns to the strife of power within the gang and betrayals that come with it (Gangster genre), the game manages to capture the essence of both genres and intertwine them seamlessly.
Game developers can learn to distinguish their genre of story telling alongside their genre of gameplay. In this example, it was open world game play with western and gangster genres in story telling, making it unique and captivating. The decision to go with a sequel that captured the first game’s world and characters while expanding on them in a new way was a bold move, but it paid off. Think about the overall timeline of your story and if a forward or backward movement in time could add depth and interest to the game.
6. Ghost of Tsushima
You loved ones are being slaughtered right in front of you. Your anger and grief are at an all-time high as you take control of Jin Sakai, the last samurai of Tsushima. The year is 1274 and the island of Tsushima is being invaded by the ruthless Mongol Empire. As Jin, you must fight to protect your home and people from this powerful enemy.
Ghost of Tsushima is an open-world action-adventure game developed by Sucker Punch Productions and published by Sony Interactive Entertainment. It was released in July 2020 exclusively for the PlayStation 4 and has received critical acclaim for its stunning visuals, immersive gameplay, and emotional storyline.
As the last samurai battles external forces, he also struggles with his own internal conflict. Jin must decide whether to uphold the traditional samurai code or adapt to new tactics and techniques in order to defeat the Mongols. This inner turmoil is a major theme throughout the game, as Jin grapples with his identity and duty.
This Ghost of Tsushima case study offers valuable insights for game developers, showcasing the impact of emotional branding and storytelling in creating unforgettable gaming experiences. From its strong brand image of a hero struggling against overwhelming odds to its compelling narrative of honor and sacrifice, Ghost of Tsushima perfectly combines emotion with gameplay to create an unforgettable gaming experience.
How To Trigger An Emotional Response In Your Target Audience
Brand loyalty matters for telling a strong story. Game studios need to go beyond their marketing campaigns and into the gameplay itself when it comes to creating emotional connections with players. The best way humans beings connect is through story telling.
Even just reading some of the plots explained in the case study likely evoked some sort of emotional reaction in you. With the power of videogames, we can turn up the emotional marketing to new levels. The key to triggering an emotional response is through creating relatable and compelling characters, a strong narrative, and immersive gameplay that allows players to connect with the story’s desired emotion.
Think about the overall customer experience when designing your game. If positive emotions are needed to feel connected to the game, then make sure the overall theme and graphics are bright, colorful, and cheerful. The Last of Us: Part 2 did a great job with this. In one scene the two young adults and new lovers discovered a dimly lit cannabis growth operation. The lighting, dialogue and objects naturally set up a romantic scene right in the middle of a violent world. It doesn’t have to be a candle light dinner with luxury foods as that wouldn’t have made sense for the broader story. it stayed true to the world they were living in while still finding elements that made sense for romance to blossom naturally.
On the other hand, if the intended emotion is fear and horror, then the game design should reflect that as well. This includes dark and eerie environments, chilling sound effects, and intense gameplay that elicits a sense of danger. The Last of Us also has these elements, particularly in the first game where players navigate through a post-apocalyptic world filled with infected humans.
Even if a specific storytelling genre isn’t your main focus of the game, adding in elements from them can add depth to characters. The God of War Series failed to have a powerful love interest for Kratos, but his son Atreus introduced the idea of fatherhood and paternal love.
Similarly, these love scenes showed that these characters are capable of having emotional bonds. Your players likely aren’t just violent hungry robots, so it’s important to create characters that are multidimensional and relatable. This creates a personal connection with the game and its characters, making it more immersive and enjoyable.
Final Thoughts
Remember, you’re building games for human beings. This means incorporating elements of human emotion and relationships into your game design. By considering the overall experience and emotions you want to evoke, you can create a more well-rounded and engaging game for your players.
Your customer lifetime value will skyrocket if you tell an amazing story with a cliff hanger ending, that will keep the players wanting more. Review these case studies and don’t forget to consider your customers’ emotions when developing your next game.
On a final note, using analytics can help your game improve its overall story telling. If for example there is a significant drop-off in player engagement at a particular point in the game, you can use this information to make adjustments and create an even more compelling experience for your players.
Helika is a leading Web3 gaming analytics platform that can provide valuable insights and recommendations for game developers. Contact us today to learn more about how we can help you create the best possible gaming experience for your players.
