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Item 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 item 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 .

In-Game Content Hero

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

Purpose & Recommendations:
The hero is intended to excite customers to get your in-game content and should help them understand immediately what they can get. The image or video must show part or all of the in-game content the customer can get for 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 all or some of the included in-game content item(s)
  • 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 in-game content
  • If used, video is 10 seconds or less
Item Asset Required? Minimum Size (px) File Type
Item Desktop Hero Required 3200 x 1800 / 16:9 aspect ratio High quality JPG
Item Mobile/Tablet Hero Required 2400 x 1350 / 16:9 aspect ratio High quality JPG
Item Desktop Video Hero 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 in-game content.
⚠ 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 in-game content included free with Prime.

Example:

Buy box example for League of Legends with offer details and a claim button

Copy Guidelines:

Copy Required? Details Character Limit Example
Game Name Required The name of the game. No limit League of Legends
Item Name Required A unique name for the in-game content. Keep it simple and short. If there are multiple items within, state the most valuable item. 50 max (incl. spaces) Mystery Skin Shard
Short Item Description Required A brief sentence for customers to quickly understand what they can get. Make this description as useful as possible and avoid unhelpful marketing jargon. 85 max (incl. spaces) Deck out your favorite champion with a random skin from a mystery skin shard.
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.

Description

The description component includes additional information about the in-game content and what item(s) are included.
⚠ Required

Purpose & Recommendations:
The description is for customers who want to learn detailed information about the in-game content, including what it is, how it can be used in game, and what item(s) are included.

Example:

Description component example for League of Legends

Copy Guidelines:

Item Copy Required? Details Character Limit Example
Full Item Description Required Full description about the content that describes what it is and how it can be used in game. 1000 max (incl. spaces) Cross your fingers and hope that you get to deck out your favorite champion in a new skin. A mystery skin shard gives you a random skin that you can keep forever. If you don't want the skin you received, you can either re-roll the skin when combined with two other random skins, disenchant the skin into essence, activate rental, or upgrade to permanent.
Included Item(s) List Required A list of all item(s) included within the content. If there's more than one of something, it is recommended to include the numerical quantity at the start of the string. At least 1 item must be listed. No limit Mystery skin shard to receive a random skin for any of the champions
Item Platforms Required Platform(s) on which the item is available. This might not be one-to-one with all the platforms the game is available on. 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 whether a game account is linked to the Prime member's Amazon account. This component is not visible for offers claimed using codes.
⚠ Required (for integrations with account linking)

If present, this component is used on both the game page and all item detail pages. You only need to submit resources for this component once.

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
Game Asset Required? Minimum Size (px) File Type
Game Account Logo Icon If using account linking 400 x 400 / 1:1 aspect ratio PNG with transparency

Copy Guidelines:

Game 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

In-Game Content Media

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

Purpose & Recommendations:
The media component helps customers get a better understanding of the in-game content through visuals. 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 15 media assets.

Asset Example:

Media example, a large image of a character from League of Legends

Asset Guidelines:

  • Must be relevant to the included in-game content item(s) (e.g. images of each item included, video clips of items used in game)
  • 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
Item Asset Required? Minimum Size (px) File Type
Item Media Images Optional 1920 x 1080 / 16:9 aspect ratio High Quality JPG
Item Media Videos Optional 1920 x 1080 / 16:9 aspect ratio Compressed MP4

Copy Guidelines:

Item Copy Required? Details Character Limit Example
Item Media Captions Optional Captions for each media image or video. Each caption must be related to its corresponding image or video. No limit Obtain a random skin out of over 1,000 possible skins from your mystery skin shard.

About the game

This component will be a quick place for customers to learn about the game with a "play game" button linking to your official game website.
⚠ Required

This component is used on both the game page and all item detail pages. You only need to submit resources for this component once.

Example:

An example of the about the game component for League of Legends, showing an image of the game's box art and a number of informational text fields

Asset Guidelines:

  • Include up to one game logo
  • No copy in assets
  • Full bleed; no borders or edges
Game 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:

Game Copy Required? Details Character Limit Example
Full Game Description Required Full description of the game. 1000 max (incl. spaces) League of Legends is a team-based strategy game where two teams of five powerful champions face off to destroy the other's base. Choose from over 140 champions to make epic plays, secure kills, and take down towers as you battle your way to victory.
Game Genres Required See Copy Form for available options. n/a MOBA
Game Modes Required See Copy Form for available options. n/a Multiplayer, Co-op, 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)
Initial Release Date Required The initial release date of the game. n/a October 27, 2009
Age Rating Required See Copy Form for available options. n/a Teen
Developer Required The developer of the game. No limit Riot Games
Publisher Required The publisher of the game. No limit Riot Games
Official Website URL Required The official website for the game. No limit leagueoflegends.com

Frequently Asked Questions

Frequently asked questions directly related to this page's in-game content.
⚠ Required

Purpose & Recommendations:
FAQs are for customers to self-service troubleshoot some of their issues or find more information. FAQs from your game page will be shown on each of the game's item detail pages with any additional FAQs specifically about the item (when applicable). If your items don't require that kind of specific information, you can omit these FAQs.

Claim Experience

The claim experience includes steps that customers go through in order to get in-game content 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 in-game content from Prime Gaming, they are taken to a success page to view instructions, with an optional image or video, to redeem their content in-game and start using 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 access the content in-game, a thumbnail image for the claim, and a summary of the claim details
Success page
Square thumbnail image from League of Legends representing a specific claim
Thumbnail

Asset Guidelines:

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

Copy Guidelines:

Item Copy Required? Details Character Limit Example
Instructions Required Instructions for what to do in-game in order to redeem the content and start using it. Be as descriptive as possible. Provide where to get the content in-game, additional instructions for different types of players, how to get the game if they don't have it, where to go to for help, and any other item-specific information such as expiration dates. No limit

1. Log in to League of Legends.
2. Go to the loot page in-game to open your Mystery Skin Shard.

If you created a new account, make sure to complete the tutorial first in order to receive the content.

To ensure you're able to receive your content, make sure that you are linking and logging into your main Riot account, not a Public Beta Environment (PBE) account.

Don't have League of Legends? Go to leagueoflegends.com to download and play the free game.

For help, see Prime Gaming Support. For issues with your game account, please visit Riot Games Support.

Item Card

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

Purpose & Recommendations:
Be as clear and accurate as possible by presenting exactly what item(s) customers can get in each image and item name so customers know what to expect. It's recommended to include the game logo in each item image so it's easy to identify your game when it's shown amongst other games, such as on the Prime Gaming homepage and Twitch "Crown" menu.

Examples:

Example of an item card as seen on the Prime Gaming website
Prime Gaming card
Example of an item card as seen on the Twitch Crown menu
Twitch "Crown" menu card

Asset Guidelines:

  • Must show all or some of the included in-game content item(s)
  • Include up to one game logo
  • No copy in assets
  • Full bleed; no borders or edges
Item Asset Required? Minimum Size (px) File Type
Item Card Required 512 x 288 / Custom aspect ratio High quality JPG

Copy Guidelines:

Copy Required? Details Character Limit Example
Game Name Required The name of the game. No limit League of Legends
Item Name Required A unique name for the in-game content. Keep it simple and short. If there are multiple items within, state the most valuable item. 50 max (incl. spaces) Mystery Skin Shard

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