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FGWP Detail Pages

Asset & Copy Guidelines

Prime members expect compelling content worthy of claiming and sharing. By aligning with these guidelines, your pages will have the power to deliver meaningful experiences. Follow these guidelines to better connect with players.

General guidelines and policies

All assets (images and video) and copy (written text) on FGWP detail pages should adhere to our site-wide Guidelines & Policies.

For additional guidelines about the Prime Gaming brand and marketing, see the Prime Gaming Style Guide .

FGWP Hero

The hero component visually introduces the game when customers land on the page.
⚠ Required

Purpose & Recommendations:
The hero is intended to get customers excited about your game.

Optional Video Hero:
Excite and immerse customers with an optional auto-playing, looping, muted video hero. They are only supported on desktop and are delivered as compressed MP4 files that are 10 seconds or less. Static hero images are still required as a fallback.

Asset Examples:

Example of a desktop hero image
Desktop Hero
Example of a mobile/tablet hero image
Mobile/Tablet Hero

Asset Guidelines:

  • Must show the game (e.g. game art, gameplay, characters)
  • No logos or copy in assets
  • Full bleed; no borders or edges
  • Key imagery is kept within safe zones (see Photoshop template on the "What We Need From You" page for safe zones)
    • For desktop, main content is on the left side of the image
    • For mobile/tablet, main content is in the center of the image
  • If used, video loops smoothly and complements the game
  • If used, video is 10 seconds or less
  • If used, videos should not feature any competitor platform logos (ex: Steam) or past launch dates (ex: Coming July 2019)
  • If used, videos should not feature excessive violence or sexually provocative imagery
FGWP Asset Required? Size (px) File Type
FGWP Desktop Hero Required 3200 x 1800 / 16:9 aspect ratio High quality JPG
FGWP Mobile/Tablet Hero Required 2400 x 1350 / 16:9 aspect ratio High quality JPG
FGWP Desktop Hero Video Optional 1920 x 1080 / 16:9 aspect ratio Compressed MP4

Buy Box

The buy box component is for quick comprehension of what is available with a prominent button to get the game.
⚠ Required

Purpose & Recommendations:
A "buy box" is a standard component across Amazon for customers to purchase products. For Prime Gaming, a "buy box" is the central location for customers to get games included free with Prime.

Example:

Buy box example for the game 'The Spectrum Retreat' with a game description and a claim button

Copy Guidelines:

FGWP Copy Required? Details Character Limit Example
Game Name Required The name of the game. No limit The Spectrum Retreat
Short Game Description Required Short description of the game. 85 max (incl. spaces) A challenging, first-person puzzle game set in the near future.
Short Legal Optional Surprising or unusual restrictions. Examples: must be a new player, must provide a credit card, only certain credit cards accepted. If more legal copy is needed, use the Full Legal row in the Description section. 85 max (incl. spaces) Select countries. New player account required. See description below for details.

Game Media

The media component includes additional images and videos of the game.
Optional

Purpose & Recommendations:
The media component helps customers get a better understanding of the game through visuals, such as video trailers or gameplay screenshots. Customers can interact with this component by opening a fullscreen modal to view the media with optional captions for each. If no media is provided, this component won't be visible on the page. Maximum 10 media assets.

Asset Example:

Media example, a large image of a character from The Spectrum Retreat

Asset Guidelines:

  • Must be relevant to game (e.g. game trailers, gameplay, screenshots, characters)
  • Avoid logos or copy in image assets
  • Full bleed; no borders or edges
  • If used, videos have closed captions
  • If used, videos are 10 seconds or less
FGWP Asset Required? Minimum Size (px) File Type
Game Media Images Optional 1920 x 1080 / 16:9 aspect ratio High quality JPG
Game Media Videos Optional 1920 x 1080 / 16:9 aspect ratio Compressed MP4

Copy Guidelines:

FGWP Copy Required? Details Character Limit Example
Game Media Captions Optional Captions for each media image or video. Each caption must be related to its corresponding image or video. No limit Check-in to The Spectrum Retreat for a stay you won't forget.

About the Game

This component is a quick place for customers to learn about the game.
⚠ Required

Example:

About the Game section describing The Spectrum Retreat

Asset Guidelines:

  • Include up to one game logo
  • No copy in assets
  • Full bleed; no borders or edges
FGWP Asset Required? Details Minimum Size (px) File Type
Game Box Art Required The artwork on the cover of a game. It often features artwork of characters and scenery that are present in the game, as well as the logo of the game. 1080 x 1440 / 3:4 aspect ratio High quality JPG

Copy Guidelines:

FGWP Copy Required? Details Character Limit Example
Full Game Description Required Full description of the game. 1000 max (incl. spaces) The Spectrum Retreat is a challenging, first-person puzzle game set in the near future. You awake at The Penrose Hotel, a peaceful yet unsettling refuge from the outside world. As a valued guest, your existence is embedded into the corridors and guest rooms of The Penrose.
Game Genres Required See Copy Form for available options. n/a Adventure, Indie, Platform, Puzzle, Strategy
Game Modes Required See Copy Form for available options. n/a Single player
Game Platforms Required Platform(s) on which the game can be played. See Copy Form for available options. n/a PC (Microsoft Windows), PlayStation 4, Xbox One, Nintendo Switch
Initial Release Date Required The initial release date of the game. n/a July 13, 2018
Age Rating Required See Copy Form for available options. n/a Teen
Developer Required The developer of the game. No limit Dan Smith Studios
Publisher Required The publisher of the game. No limit Ripstone
Official Website URL Required The official website for the game. No limit ripstone.com/games/the-spectrum-retreat/

Description

The description component includes additional information about the game and what's included.
⚠ Required

Purpose & Recommendations:
Most of the information in this component is pre-populated from other components or from the nature of the FGWP offer (e.g. how the game is delivered). The copy fields specific to the description provide more detailed information than other components.

Example:

Description component example for The Spectrum Retreat

Copy Guidelines:

FGWP Copy Required? Details Character Limit Example
Included Item(s) List Required Describe what's available in this offer in one short sentence so customers know what they're getting. Is it a game code? Is it a DRM-free game? No limit DRM-free full digital PC game of The Spectrum Retreat
FGWP Platforms Required Platform(s) on which the free game can be claimed and used. This might not be the same as the game's full list of supported platforms. See Copy Form for available options. n/a PC (Microsoft Windows)
Full Legal Optional Other restrictions that are not considered surprising. Example: needing a game account. No limit Select countries. New player account required. May not be combined with any other promotional or discount offer, unless expressly authorized by Riot Games. This offer is issued to you for promotional purposes only and does not have a cash value.

Linked Game Account

The linked game account component shows if a game account is linked to the Prime member's Amazon account. This component is not visible for FGWP games claimed using codes or within the Amazon Games app.
⚠ Required (for integrations with account linking)

Purpose & Recommendations:
The linked game account component provides transparency and convenience for customers to see their game account link status. If their accounts are not linked, they can easily start the process here with a button to link a game account.

Example:

Linked game account example showing a game account name, when it was linked, and a Manage link

Asset Guidelines:

  • Recommended black logomark on a white circle background
FGWP Asset Required? Minimum Size (px) File Type
Game Account Logo Icon If using account linking 400 x 400 / 1:1 aspect ratio PNG (transparency allowed)

Copy Guidelines:

FGWP Copy Required? Details Character Limit Example
Game Account Type Optional The name of the account or identity service used for linking, excluding the word "account" if applicable. No limit Riot
Game Account Username Optional The username or display name from the player's game account. This value must be sent to the account link sync API to be used. No limit Kappa123

Frequently Asked Questions

Frequently asked questions directly related to the FGWP game or the offer that provides it.
⚠ Required

Purpose & Recommendations:
FAQs are for customers to self-service troubleshoot some of their issues or find more information. Please be mindful in your answers to the following FAQs to help customers:

  • Do I get to keep this game forever?
  • I accidentally linked the wrong game account to my Amazon account. What do I do? (for integrations with account linking)
  • Does my code from Prime Gaming expire? (for offers claimed using codes)
  • I accidentally redeemed my code on the wrong account. What do I do? (for offers claimed using codes)
  • Can I get this game on every platform I play on?
  • Can I link different Amazon accounts to my game account to get this game multiple times? (for integrations with account linking)
  • What happens to my game if I no longer have a Prime membership or my free trial expires?
  • What if I have an issue that isn't addressed above?

Claim Experience

The claim experience includes steps that customers go through in order to get the game and ultimately land on a success page with a summary and instructions.
⚠ Required

Purpose & Recommendations:
Most of the assets and copy that power the claim experience steps are generated from previously provided information. When the customer successfully claims the FGWP title from Prime Gaming, they are taken to a success page to view instructions, with an optional image or video, to redeem their game and start playing it. The instructions will also be available on the detail page after claiming.

Examples:

Example of a successful claim experience, with instructions on how to download the game in the Amazon Games app, a thumbnail image for the game, and a summary of the claim details
Success page
Square thumbnail image from The Spectrum Retreat
Thumbnail

Asset Guidelines:

  • Thumbnail must show the game
  • No copy in thumbnail (logos are OK)
  • Instructions image or video must be relevant to where or how to redeem the game
  • Full bleed; no borders or edges
  • If used, video has closed captions
  • If used, video is 10 seconds or less
FGWP Asset Required? Minimum Size (px) File Type
FGWP Thumbnail Required 400 x 400 / 1:1 aspect ratio High quality JPG
FGWP Instructions Image or Video Optional 1920 x 1080 / 16:9 aspect ratio High quality JPG or compressed MP4

Copy Guidelines:

FGWP Copy Required? Details Character Limit Example
Instructions Required Instructions for what to do in order to redeem the game. Be as descriptive as possible. Describe where and how to get the game, additional instructions for different types of players, where to go to for help, and any other offer-specific information such as expiration dates. No limit

1. Download and install the Amazon Games App (Windows PC only)
2. Open the Amazon Games App and sign in to your Amazon account
3. Navigate to your game library
4. Install and play your new game

FGWP Crown Card

One of the common ways that customers will discover your FGWP detail page is through its marketing card, shown in various places across the Prime Gaming website and Twitch. Both websites use the same FGWP Crown Card image.
⚠ Required

Examples:

Example of a FGWP Crown Card as seen on the Prime Gaming website
Prime Gaming card
Example of a FGWP Crown Card as seen on the Twitch Crown menu
Twitch "Crown" menu card

Asset Guidelines:

  • Must show the game
  • Include up to one game logo
  • No copy in assets
  • Full bleed; no borders or edges
FGWP Asset Required? Minimum Size (px) File Type
FGWP Crown Card Required 512 x 288 / Custom aspect ratio High quality JPG

Copy Guidelines:

FGWP Copy Required? Details Character Limit Example
Game Name Required The name of the game. No limit League of Legends

Next: What We Need From You