It is probably happening to you right now. You are doomscrolling as usual and, if the algorithm deems you worthy, you are served a gaming reel. Right now, it is probably a young James Bond casually flirting with a new Bond girl in prime fancam material. Or a hilarious match of hide-and-seek, where you need to paint mannequin-like avatars to avoid being hunted by another designated player.Both reels make you want to research the game further, or to go over to the nearest gaming store to pick up your copy. This is not just gaming guerilla marketing, but a careful loop designed to help content creators find, clip and put up content that would draw you in. It is powerful, and it works. The first example is from 007 First Light, the new James Bond game while the second is the viral sensation Mecca Chameleon. Both use two different, but similar forms of social media marketing that work for that game, but ensure two slightly different outcomes. They probably do not have a buzz name right now, but one is meant to increase engagement, while the other is meant to generate FOMO, a fear of missing out, to get you interested enough to be a part of the game. Clippable curiosityFor AAA titles that already have the pedigree of being in established IPs, they do not need that marketing push to generate interest. With fans already clamouring to get a piece of it, their goal is to whip up that froth into a frenzy. Once the game is seeded to content creators, then starts a hunt to find the most clippable parts of its cutscenes, interesting hidden finds, quick tips, fun Easter eggs and more.For 007 First Light, the beautiful Theresa Lorca and Cressida Bright drive up the ‘thirst’ metre through the roof. Yes, the game is excellent, but if you were ever hovering over that decision to buy, seeing reels of this will throw you over that ledge.