Nobody likes buying a pig in a poke, let alone gamers. Or, maybe, it is primarily a gamers’ thing. Before they buy a game, they want to get the overview of the plot. In order to get the gist of it, they often rely on the gameplay and other online resources. That is why game descriptions, right after prices, are an essential element of your games store. Make sure they are good quality.

First: don’t copy

You can take shortcuts and copy the already existing descriptions from the web. That, however, amounts to duplicating content. As a consequence, your website will rank significantly lower, thereby reaching a smaller group of gamers. Moreover, replicated descriptions may not fulfill your customers’ expectations. So he or she may ultimately end up buying a product that he won’t be happy with or, simply, not able to run on their hardware. Your potential customers deserve to be fully informed about the game they’re going to spend their money on. If it would not start due to the minimum system requirements, gamers will target their negative emotions at your store. And that’s not what you really want, right?

Create unique descriptions

To avoid situations like the one above, consider creating your own game descriptions. Only then will Google robot treat your website much more generously in terms of search results, and the customer will be informed about the game he or she wants to buy. Is it a full version or just an expansion that won’t run without the base game. Going further, is the game part of the golden edition, expanded premium version or the premium pack? Or, maybe, it is subscription-based? All this plays a part in the gamer’s decision to purchase a new title.
Keep in mind that he or she does not necessarily have to be a gamer. Maybe that person is a total layman when it comes to gaming? Perhaps, he or she is going to buy a gift for a friend, for example. Then, it’d be far better if they find all the information on your website rather than in your competitor’s. This way, you can increase the chances of your customers clicking the “buy” button in your store.
Keep in mind to adjust your descriptions to your target groups. For example, if you’re a retailer who caters to gamers, then the gameplay plays a major role in your game description. Wholesale business owners, on the other hand, are more attracted to sales figures.

What info to put in game descriptions

Here’s what game descriptions should mainly contain:
-game genre (RTS, cRPG, FPP etc.)
-game modes (single/multiplayer)
-language versions available
-regional restrictions (a list of officially supported countries)
-system requirements.
The system requirements concern purely technical information. First, specify the platform on which the game runs. Is it dedicated to PC, PlayStation or Xbox players? Second, if it is a PC game that you offer, mention the minimum and recommended system requirements that cover CPU speed, graphics card efficiency, RAM memory and the storage disc space available. Your client will also be interested if their game runs on Steam, Origin or Uplay. Finally, some gamers want to know if it requires constant internet access. Another crucial thing is whether a game expansion or DLC needs players to purchase the base game. Include all vital information to make your customers feel good about their choice.

Appeal to gamers visually

As with any other product, the visual aspect of a game resonates with players. As much as it is touted among players that gameplay is king, it is graphics that impacts their purchase decisions. Therefore gamers should be exposed to screenshots to make sure that their choice is the right one. Nicely snapped screenshots not only enrich your storefront but they also catch the eye of the gamer and finally entice him to buy.

Tell gamers who the developer/publisher is

Developer and publisher names are worth mentioning too. Some gamers have specific publisher/developer preferences and their buying choices will mostly resemble them. Providing such information will undoubtedly help them make up their minds.


The more effort you put into creating good-quality game descriptions, the more benefits you are going to reap. You can either draft them on your own or hire a professional copywriter that will do the job for you. With beautifully crafted game descriptions, there is a higher chance that your customer will shop with you. On top of it, Google robots will also appreciate such high-quality content, which will give you a leg up in the search results. And that means reaching tons of new gamers.

About the author

Gamer and marketer. Knows how to sell video games. B2B e-commerce educator.