Before you spend a dime on ads, read this.

With billions of active users, Facebook and Instagram are essential platforms for game studios looking to promote their projects. But standing out in a feed filled with endless content is a real challenge. That’s why ad design matters—more than you might think.

Whether you're teasing a new trailer, pitching a Kickstarter campaign, or driving wishlist sign-ups, visuals are your first weapon. Let’s go through 8 essential design tips to make your ads perform on Facebook and Instagram.

Choose the Right Ad Format

Each platform offers formats with different goals:

• Image Ads: Perfect for concept art, character reveals, or striking key visuals.

• Video Ads: Show trailers, gameplay snippets, or behind-the-scenes dev diaries.

• Stories Ads (Instagram & Facebook): Full-screen vertical format, great for teasers and quick CTAs.

• Carousel Ads: Show off different game features (characters, levels, items) in swipeable cards.

• Playable Ads: For mobile games, let users try a mini-demo right inside the platform.

• Reels Ads (Instagram): Short, catchy videos optimized for mobile-first audiences.

Your ad design should match the format’s strengths. A carousel ad for an artbook makes sense; a Stories Ad is better for a time-limited demo launch.

Design Around a Clear CTA

Ad clutter is real. Users decide in seconds if they’ll engage. That’s why your call to action (CTA) must be crystal clear.

Examples of CTAs for game studios:

• “Wishlist on Steam”

• “Play the Demo Now”

• “Back Us on Kickstarter”

• “Pre-order and Get Exclusive Skins”

Place the CTA prominently. For Stories or Reels, make sure it appears within the first 3 seconds.

Choose Strong Visuals (Custom or Stock)

For games, screenshots, key art, or GIFs often outperform generic stock photos. But if you're promoting a dev blog, newsletter, or event, high-quality stock visuals can complement your assets.

Resources:

• Unsplash, Pexels for free stock.

• Or better yet, create custom visuals with your game’s assets for a unique identity.

If you lack internal resources, consider partnering with a graphic design service to create visuals adapted to each campaign format.

Follow Platform-Specific Sizes & Ratios

Don’t let a badly cropped ad ruin your message. Each placement has its own design specs:

• Instagram Feed: 1080x1080 px (square) or 1080x1350 px (portrait)

• Instagram Stories/Reels: 1080x1920 px (vertical)

• Facebook Feed Ads: 1200x628 px (landscape) or square

• Playable Ads: Follow Facebook’s interactive ad specs precisely

Always verify with Facebook Ads Guide before launching.

Use Color for Contrast & Emotion

Your audience scrolls fast — colors are what stops them. For your game ads:

• Use high contrast to make text & CTAs pop.

• Stay true to your game’s art style and palette.

• On Instagram, keep a cohesive look across posts and Stories to strengthen brand identity.

• Research color psychology: A horror game ad with pastels won’t send the right message.

Limit Text (and Make it Count)

Facebook and Instagram penalize text-heavy images. Aim for minimal text:

• A catchy tagline or quote from a reviewer.

• CTAs like “Download Now” or “Watch the Trailer.”

For captions, keep it under 280 characters. Instagram posts can have more, but the best engagement comes from posts that get to the point.

Design Mobile-First

Most of your audience will see your ad on mobile. For game studios:

• Ensure text is legible on small screens.

• Test if your trailers or gifs are optimized for vertical formats (Reels, Stories).

• Preview your ad in mobile mockups before launching.

Remember: 98% of Facebook & Instagram users are mobile-first.

A/B Test Different Visuals & CTAs

You won’t know what works until you test. Run split tests on:

• Different thumbnail images (screenshot vs. character art)

• CTA variations (“Try Now” vs. “Join Beta”)

• Color schemes (light vs. dark mode visuals)

• Ad placements (Reels vs. Feed)

Meta’s Ads Manager has built-in A/B testing tools. Use them to refine your designs over time.

Final Thoughts

As a game studio, your visuals are often your first pitch to a potential player, backer, or publisher. Thoughtful design isn’t optional—it’s what makes the difference between an ad they skip and a game they click on.

If you need scalable, flexible design help for your Facebook and Instagram campaigns — from pitch decks to social media visuals — Playbase has you covered. We make sure your ads always look pro, on-brand, and ready to convert.