RETRO RESURGENCE: OLD IS THE NEW NEW

In light of the video game consumers’ current demand for nearly flawless graphics and seamless gameplay, studios are leaning more towards tapping into the authentic imperfections of retro aesthetics as a deliberate creative direction of their advertising campaigns if not also the look and feel of the game itself.

As a marketing creative, I’ve seen firsthand how leaning into nostalgia in advertising taps into emotional connections, not just for sentimentality’s sake but to set a powerful brand identity in the competitive industry of video games. In recent years, campaigns using retro visuals - from the glitchy effect to old-school TV commercial vibes - have made games more memorable and driven engagement.

1. Running old-school advertising back

For many fans, especially Millennials and Gen X gamers, there is something delightfully nostalgic about the advertising styles of the ‘80s and ‘90s. Studios that embrace these classic commercial techniques in modern campaigns often see positive results.

For instance, Marvel Snap used retro TV aesthetics to transport viewers back to the era of blockbuster ads. Getting John Moschitta Jr. on board, known for his rapid-fire delivery in classic Micro Machines commercials, the ad presented a playful, high-energy style that instantly reminded audiences of late-’80s TV. Every detail - from the grainy VHS filter to the upbeat, synth-heavy background music - felt like an authentic throwback.

Similarly, Sonic Origins builds on Sega’s iconic legacy by channeling elements from the franchise’s original ‘90s ads. The campaign tapped into the beloved look and feel of early Sonic animations, using retro-inspired illustrations and the familiar “SEGA” sound bite to create that unmistakable brand recall.

2. Using imperfections to perfection

In today’s gaming ecosystem, players find these intentional “hiccups” - glitches, pixelated elements, and VHS-style distortions - surprisingly refreshing. These effects offer a unique way to blend old with the new, and when incorporated into advertising, they draw seasoned gamers and the younger audience back to an era when digital experiences were less refined and often more experimental.

Take, for example, the advertising for Signalis. The campaign leaned heavily into a lo-fi aesthetic with CRT filter overlays, fragmentations, and a grainy quality reminiscent of analog technology. The trailer showcased brief moments of visual distortion, flickering screens, and digital artifacts that felt straight out of an early ‘90s horror game. By doing so, the advertising communicated not just the game’s overall narrative but an entire mood of eerie nostalgia.

3. If it ain’t broke, don’t fix it

Nostalgia-centered titles and their campaigns aren’t simply eye-catching but also effective in building brand loyalty by forging emotional bonds. By presenting the game in a way that nods to past gaming and advertising styles, these campaigns instill a sense of shared history and understanding between players and developers.

Games like Streets of Rage 4 and Teenage Mutant Ninja Turtles: Shredder’s Revenge celebrated their classic beat-em-up heritage through retro-inspired promotional content, tapped into fans’ deep seated longing for arcade culture. The marketing didn’t just celebrate the games but invited players to relive their fondest gaming memories through a fresh, new release.

In summary, retro-inspired visuals have been shown to effectively engage younger gamers drawn to the authenticity and experimental spirit of ‘80s and ‘90s advertising, as well as those born during that era who feel nostalgic for promotional styles that evoke cultural touchpoints from their past. This tactic isn’t just about recalling a time period; it’s about building trust, fostering community, and creating a sense of continuity between gaming’s past and present. Each campaign leverages nostalgia not only to capture attention but to also immerse audiences in a shared experience that feels both familiar and refreshingly new by reintroducing classic, bold advertising through a modern lens.