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Asset & Copy Guidelines

Guidelines & Policies

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.

Guidelines and policies across all assets

  • Images and videos are beneficial to the customer
    • All imagery is intentional, to allow for a clear understanding of the content
    • Imagery should be engaging and excite players
  • Images and videos are respectful
    • Imagery should be edited for a PG-13 audience
    • Avoid sexualized costumes, poses, camera focus, implied or partial nudity, and/or excessive bare skin
    • Avoid graphically violent or suggestive imagery including gore, blood, or depictions of violence
    • Avoid depictions of any weapon without a clear in-game context
    • Avoid excessive realistic weaponry and don't depict realistic weapons in the act
    • Avoid depictions of drug or substance use or abuse
    • Videos are not overtly jarring and avoid flickering that may impact people with photosensitive epilepsy
  • Images and videos are correctly presented
    • Images and videos are not pixelated or fuzzy
    • Key imagery remains within safe zones (see Photoshop template on the "What We Need From You" page for safe zones)
    • Images are full bleed and avoid borders or edges
    • Avoid including text in images
    • No game rating or ™ ® © symbols in images
  • Images and videos are accessible
    • Alt text is required for every image asset provided for the purposes of accessibility for those who use screen readers to interact with websites (see best practices for image alt text)
    • Videos include closed captions which allow people to read spoken dialogue, as well as non-speech information, like music or sound effects

Guidelines and policies across all copy

  • Copy is beneficial to the customer
    • All copy is intentional, to allow for a clear understanding of the content
    • Only use "exclusive" when something is truly exclusive to Prime Gaming
  • Copy is friendly, conversational, and authentic
    • Write strings that sound like a face-to-face conversation
    • Address customers as "you"
    • Use contractions (e.g. you're)
    • Avoid passive voice
  • Copy is precise, concise, and consistent
    • Save people time and effort by using the shortest, simplest language and cutting unnecessary words
    • Copy is clear, direct, accurate, and never misleading
    • Avoid redundancy
    • Unnecessary "fine print" is omitted
  • Copy is respectful, optimistic, and empowering
    • Make the customer feel good by using positive language that emphasizes solutions over problems, possibilities over limitations
    • Lead with the benefit, leave with the brand
    • Avoid copy that appears shouty such as all-caps or exclamation points
    • Use sentence case to ensure readability
    • Do not use the word "loot"
  • Copy is correctly presented
    • Grammar and punctuation are used correctly
    • No ™ ® © symbols in copy
    • Do not use any logos as a word in a sentence
    • The term "free" cannot be used in the UK and Italy

Best practices for image alt text

Informative alternative text ("alt text") for visual media is very important in order to provide an inclusive experience for all customers. It, along with other types of accessibility features, provides a rich browsing experience for customers who use assistive technologies on the Prime Gaming website.

Tips for writing good alt text:

  • Be specific and succinct.
  • Describe what is visually in the image.
  • Write alt text as a short sentence.
  • Use punctuation, including periods and commas, which allow the screen reader to take a natural pause break in between announcing content.
  • Use active voice, not passive voice. Active voice is friendlier and usually more concise. It focuses on people performing the action, not the object being acted on.
  • Include the setting to give some context as to where the characters are, if applicable.
  • Don't use the name of the game or item by itself.
  • Don't reuse existing text that is already on the page. For example, an adjacent image caption.
  • Don't include internal jargon, such as "media image" or "offer card".
  • Don't start alt text with "Image of" or "Picture of"; this adds redundancy because screen readers already announce that the element is an image.

Examples of good (and not so good) alt text:

Bloodhound character from Apex Legends wearing the Legendary Bloodhound Frosthaven Skin.
Good: Bloodhound character from Apex Legends wearing the Legendary Bloodhound Frosthaven Skin.
Not so good: Legendary Bloodhound Frosthaven Skin
Not so good: Image of Apex Legends skin
Amanda Ripley from Alien Isolation pointing a motion tracker down a dark hallway at the Xenomorph Alien.
Good: Amanda Ripley from Alien Isolation pointing a motion tracker down a dark hallway at the Xenomorph Alien.
Not so good: Alien Isolation
Not so good: Motion Tracker
Kratos and Atreus from God of War riding in a boat on a stormy day.
Good: Kratos and Atreus from God of War riding in a boat on a stormy day.
Not so good: God of War media image
Not so good: Kratos

Copy formatting and localization

Formatting and general tips

  • Double-check the spelling and capitalization of all terms specific to your game, and ensure that those terms are the same everywhere they're used.
  • Be mindful of character limits, and remember that they include spaces. For example, "Prime Gaming" is a total of 12 characters.
  • If a copy form template doesn't include enough rows to cover all of your drops, you can add more rows.
  • When filling out a copy form, make sure to complete the FAQ items further down the worksheet. Most of these are boilerplate entries used for all Prime Gaming campaigns, but they still require some level of title-specific information.

Localization

  • If you have existing translations for terms specific to your game, please include those pre-localized terms on the copy form. This ensures that they match your in-game text and are translated correctly in the full copy. Columns are provided for all languages supported by Prime Gaming.
    • For example, if one of your items is named "Magik sword", you would provide localizations of "Magik" to ensure that it isn't translated as "magical" or another generic term.
    • If you don't have localizations for one of the languages supported by Prime Gaming, please enter the English terms in that column.
  • Prime Gaming only requires English for copy submissions. You can provide your own full localization for another language—for example, the native language of your studio—but please include the English copy as well.

Additional resources