In the gaming accessories space, product launches matter more than ever. With companies like PowerA, PDP, SCUF, and Razer releasing dozens of controllers, headsets, and peripherals each year, standing out requires more than great product design. It requires launch content that hits instantly — visually, emotionally, and technically.

Yet many creative directors at gaming companies face the same challenge:

“How do we create product launch films that communicate premium quality, feel on-brand, hit social platform requirements, and don’t take 12 weeks to produce?”

As a studio that has produced multiple 3D launch films for Xbox controllers and other gaming hardware, we’ve identified the key shifts happening in 2025/26 and how studios can produce high-impact content faster than ever.

Here’s what’s working now — and what will help you level up your next product reveal.

Enjoy this 3D launch film for the Nintendo Switch Joy-Con Charger

1. Gamers Expect Cinematic Quality — Even for 15-Second Ads

Short-form content still dominates, but expectations have changed. Today’s gamers want:

Material-accurate lighting
True-to-life plastics, metals, and finishes
Smooth, realistic mechanical movements
Macro-level detail on textures, ridges, buttons, and thumbsticks

A launch film isn’t just a reveal — it’s proof of craftsmanship.

Studios that specialize in gaming product films use physically accurate rendering (PBR), advanced camera simulations, and detail-driven surfacing to make every shot feel cinematic and premium.

2. 3D Launch Films Reduce the Need for Costly Reshoots

Traditional product shoots require:

Studio rentals
Camera crews
Multiple prototypes
Retakes
Retouching

But what happens when the product team updates a design element or needs an alternate colorway? Many creative directors deal with last-minute changes coming from engineering or marketing — and 3D solves this elegantly.

With a 3D pipeline:

New colorways → one click
Material tweaks → same asset
Alternate hero shots → no reshoot
Revisions happen without starting over

This is one reason gaming brands are moving to 3D-first workflows. It's faster, scalable, and more consistent.

A 3D launch film we did for the new Sonic controller from PowerA

3. Multi-Platform Launches Require Modular Content, Not Just One Hero Film

Creative directors today need more than a single 30-second reveal. They need:

Vertical teasers for TikTok & Instagram
Short loopable animations for Amazon A+ pages
High-res renders for packaging
Feature-focused micro-shots
Colorway promo clips
Retail display visuals

A modern launch film pipeline must deliver modular assets that work across all platforms.

Studios like VM structure each project to output a full content library — so every angle, feature, and surface can be repurposed without additional cost.

4. AI-Enhanced Workflows Speed Up the Creative Process — Without Replacing Quality

AI doesn’t replace creative direction — but it accelerates ideation and pre-viz.

Here’s how leading studios are using it effectively:

Look dev exploration: generating lighting moods, shot boards, and style variations
Faster approvals: directors can see visual ideas before going into full 3D
Automated background cleanups and refractions
Ultra-fast texturing iterations

This helps compress timelines while keeping final production quality extremely high.

5. High-End 3D Product Films Are Now Affordable for Growing Gaming Brands

The biggest shift in the new year is accessibility. What used to cost $50K–$80K+ per launch film is now achievable at a much more efficient budget due to:

Render farm improvements
Real-time engines
Streamlined asset creation
AI-assisted pipeline steps
Modular project structures
Remote-native studios (like VM)

This means challenger brands — not just the giants — can produce premium launch films that compete visually with Xbox, PlayStation, and Razer.

Case Study: Xbox Pastels Film

One of VM’s most recognizable projects is the Xbox Pastels launch film — a collection of five pastel-colored Xbox controllers created specifically to appeal to female gamers and players who prefer softer, more expressive colorways.

This project required more than standard product animation. The creative challenge was to design visuals that were:

Soft but still premium
Stylish without losing the technical feel
Playful while remaining consistent with Xbox’s brand language

Our Creative Approach

To achieve this balance, VM built a full 3D content pipeline that emphasized:

Color-Accurate Pastel Lookdev

Pastel materials can wash out or look flat in CG. We developed a custom lighting and shading approach to ensure each color remained soft, creamy, and true to the physical product — while still rendering with the depth and richness gamers expect from high-end hardware films.

Soft, Lifestyle-Inspired Lighting

We combined hard-edge product lighting with gentle gradients and diffused highlights to create a more inviting, lifestyle-forward visual tone. This helped the controllers appeal to gamers who want hardware that feels personal and expressive.

Highlighting Individual Personality Per Colorway

Each pastel color got its own motion language — soft glides, gentle rotations, close up passes — giving every controller a unique identity while maintaining a cohesive series aesthetic.

Enjoy a behind the scenes look at the Xbox Pastels animation.

Results

The Pastels launch films delivered:

High social engagement, especially among female gaming communities
Strong order performance attributed partly to clearer color visualization
Improved brand perception around inclusivity and product personalization
Reusable 3D assets that PowerA repurposed across multiple campaigns

For gaming companies looking to reach new or underserved player segments, the Pastels project is a great example of how design-aware 3D films can elevate a product line’s identity and help reach a wider audience.

Our studio has produced multiple launch films for Xbox controllers, highlighting close-up hero macros, animated layer breakdowns, and feature callouts.

“I am always excited to kick off a new project with VM, knowing they’ll push themselves creatively and deliver a high-quality, visually engaging final video with top-notch product rendering and exciting, aspirational design. The VM team is professional, creative, and collaborative. True artists.”

- Gabriel Blank | Senior Video Producer at PowerA

What Creative Directors Gain From Partnering With a Specialized Gaming Product Film Studio

Working with a studio experienced in gaming hardware gives you:

✔ A team familiar with controller geometry, materials, and production

Xbox controllers, Joy-Cons, paddles, mechanical buttons, textured grips — these require precision.

✔ Faster onboarding

We already understand the design language, physical structure, and feature sets.

✔ Reliable, modular delivery

You walk away with a full launch kit, not just one film.

✔ A partner who knows how gamers evaluate products

We design shots that highlight the details gamers notice and care about.

At VM, we specialize in 3D launch films for gaming products and have deep experience producing high-end visuals for Xbox controllers and other hardware brands.

Looking for a Studio for Your Next Product Launch?

If your team is launching:

Controllers
Gaming headsets
Charging docks
Console accessories
Portable gaming devices
PC peripherals
Collector’s edition products

…a dedicated 3D product film can dramatically increase impact and reach.

At VM, we specialize in 3D launch films for gaming products and have deep experience producing high-end visuals for Xbox controllers, Nintendo controllers and other hardware brands.

If you’d like to discuss an upcoming launch, we’d be happy to walk through timeline, budget, and visual direction.

Get in touch for a free creative strategy call

How Gaming Companies Can Level Up Product Launch Films in 2026 (And Why 3D Animation Is the New Standard)