Store texts play an important role in game sales – not only by providing the information regarding what your game is about but also, and maybe this is the most important aspect, by answering the question on why it is worth to buy, install and play your title. What are the factors to make sure you’ll give the best game description possible and max players interest in your game?
A golden rule?
The UI of game stores changes. First-hand example – when I wrote a draft of this post*, on Google Play, under reviews, there was an Updates section– now it’s gone. A similar thing happened with Steam: a little while ago the short description on the right could have been clicked and then it displayed more text. Now it’s not possible, what’s more – in many examples it actually cuts the sentence in the middle. Not to mention even more possible regional differences. And most probably when you're reading this text, stores' game pages look completely different (we're all looking for the best results and conversion, right?)
In any case, it’s worth to keep a few universal rules for game description in mind. Ones that will work well with layouts in every situation, even if pages change with time.
- Good structure
A few short sentences of introduction followed by game features listed in bullet points is a standard that works nicely – easy to read and makes it quick to understand the most important aspects.
- Brief info
Players want to know *exactly* what they’ll about to play. Don’t start with a long introduction or detailed game’s world lore. It’s important to provide the game summary in the most efficient way.
- To-the-point description
Besides the marketing function, the store text needs to tell what your game is. What is most important about it? Is it a unique or well-known mechanics, an interesting story, a particular genre that will perfectly show what’s the most characteristic thing about your title?
- Elevator pitch
You practice it on expos, shows, and conferences to catch the attention of business figures, why not use it with players? A short summary telling everything that anyone needs to know is a great start. Remember that the first sentence may be crucial.
If your game has a distinctive style: in writing, gameplay etc., use it also in the description. Show in practice what your game offers. A well-written text places readers instantly in the game world.
Focus on the first sentence. It may be the very first thing a player will read about your game and based on that decide if they want to scroll further/read more/install your game immediately. A short, eye-catching phrase or sentence is a must.
A wall of text is meh. When there's an opportunity for a longer game description – use it. And then make the text easier to read by dividing it into paragraphs. Readability +100.
- Call to action
It’s unbelievable how much more attention it may bring and how much impact a well written CTA may have on players. Use it!
- Bullet points
Pointing out key features as a bullet points info is an easy-to-read, short and effective solution. Two sentences for one point are more than enough.
Describe any fixes, patches, adjustments, changes in a user-friendly way. It’s a great opportunity to smuggle additional info regarding your game, and, of course, to prove to your community that you care about them.
TL;DR on game description for store texts
There is no single golden rule for writing a good game description to use in game stores. It’s always good to keep things short, easy and interesting to read. Such content needs to sell your game so it should quickly get the reader’s attention and make players want to install it right away. Short sentences, bullet points, catchy phrases, CTAs are the way to go.
*This post was first published in 2018 on my personal blog that was discontinued.