To build up hype over a game, what do you think is more effective? We get them in the form of advertisements, cinematic trailers, gameplay trailers, demos (== early access [paid demo]), and other various forms of promotion.
I prefer gameplay trailers because I’m generally more interested in how a game plays, but it should depend on the game itself. Gameplay videos don’t make the most sense when you’re promoting a game with a heavy story, in which case having a strong narrative and a teaser is extremely important. Games like The Last of Us, Uncharted, Bioshock Infinite, and World of Warcraft have both gameplay and cinematic trailers, but unless we’re new to the series a gameplay trailer is unneeded. We already know the basics of the gameplay so try to draw us in with a teaser for the story. Just don’t go ham-fisting the entire story into a one-minute spot like most movie trailers today. You still want some surprises to be had when the player actually goes to play the bloody thing.