Successful games are successful because the designers take the onboarding process seriously.

What is the onboarding process and how to capture customers effectively? Onboarding is basically setting up a first impression that lasts for a long time. Just as much as a good first impression is important in interpersonal relationships, it’s also critically important in convincing a customer to build loyalty with the product. The best strategy to build a powerful onboarding experience is to entertain their senses and then give a sneak peek of what is to come from the full product. In the gaming industry, the developers’ job doesn’t end when the consumers buy their game. If their goal is to grow a franchise, they need to do something clever in the onboarding stage. In order to establish a long-term emotional connection with the game, making an art out of main menus is an awesome strategy.

Below I’ll give you a few of my favorite examples of the best main menus I have encountered in video games. When I saw them for the first time, I could not start playing. I simply looked at the menus and enjoyed the stimulation they are giving me. Then I know for sure that the quality of the game is extremely high and I am genuinely excited for what is to come. 

Need for Speed the Run: Immediately I know that the game is going to be like an action movie with super cars, like the fast and furious movies. The music is fantastic in setting up that high-paced feeling. Then I can see that there will be a variety of environments like snowy mountains, night city environment with the cop on the right hand side and finally the countryside. Already I know a little about what will come next in the game. I am very excited to play but can’t because I want to listen to the end of the background soundtrack. 

Mass Effect: The opening menu has the earth and moon in it which indicates that they will play a role in the game (actually they don’t). Then I see a silhouette of a few faces in the background of the main menu. Some looks human, some don’t. But they all look very interesting. Therefore, I made a conclusion that they will play important roles throughout the game. The music in the background is very soothing and screams science fiction. It gives me a feeling that the game will take me on a long epic journey which I can’t wait to experience. 

Uncharted 3: The most prominent element in the menu is the gun in the sand. There must be a story behind that gun. Why is it in a middle desert? Where is the owner of the gun? I can also see the beautiful particle effects of the sand blowing across the screen which means that the graphics in this game will be fantastic. The music is very Indiana jones like as expected from Uncharted games. 

Deus Ex Human Revolution: Every soundtrack in this game are phenomenal and I get a chance to hear it for the first time in the main menu. The whole experience is almost meditative. Slowly moving mathematical shapes in the background with a unique golden color palette give a reflecting-on-life-philosophical feeling. I immediately set a very high expectation after seeing the main menu and the game doesn’t disappoint. This is also very important. Promise a high standard in the onboarding stage and deliver that promise with your product. Loyalty is assured.

Batman Arkham City: Now it’s your turn. I will let you analyze this yourself. What vibe did you get when you see it? What do you expect to experience with the game? How do you feel in general? You can submit your answers in the comment section below.

All in all, what can we learn from these designs? If you have a mobile app business for example, your app’s registration menu must be beautiful and set the mood for what is to come. If you are doing an employee onboarding party, be sure to tend to details in terms of which senses are being stimulated. How can this party make the recruits to become the loyal contributors to the company? A good first impression very often translates to a loyal following.