The key to a great marketing campaign is clear and effective messaging. Here are some tips to keep in mind when you promote your game:
- Make sure your game is the focus of your message.
- Clearly communicate what your game is about and the benefits it provides potential players.
- Provide the direct link to your game on Apple Arcade to make it easy to find and download.
- Refer to Apple products and use phrases such as Find it on Apple Arcade so users know how to play.
5.1 Suggested Messaging
Short:
Enjoy unlimited access to over 200 incredibly fun games* with no ads and no in-app purchases. From puzzle and adventure games to sports, racing, and multiplayer action games, everyone can count on finding something to love.
Long:
Enjoy unlimited access to over 200 incredibly fun games* with no ads and no in-app purchases. From puzzle and adventure games to sports, racing, and multiplayer action games, everyone can count on finding something to love. Up to six people can play across your Apple devices. Try it free on the App Store.**
Headline Options:
200+ games.* Zero ads.
Over 200 games.* One subscription. (Or, where space is limited: 200+ games.* 1 subscription.)
Over 200 incredibly fun games,* ad-free.
Play <Game Name> across all Apple devices on Apple Arcade. If you love the game, share it with a friend on Apple Arcade.
Legal Disclaimers:
Certain messaging in your marketing campaign may require legal disclaimer(s). The suggested messaging and headlines above include an * or ** to indicate when a corresponding legal disclaimer is required.
- 200+ games: When referring to the availability of 200+ games, include an asterisk wherever 200+ games appears in the copy, and include the following disclaimer regarding game availability:
- *Game availability for the 200+ titles across devices varies based on hardware and software compatibility. Some content may not be available in all areas.
- Trial offers: When referring to the trial offer, include an asterisk where the trial is mentioned in the copy, and include the following disclaimer.
- **New subscribers only. $6.99/month after free trial. Plan automatically renews after trial until cancelled.
- Standard subscription disclaimer: When messaging does not include a trial offer, include the following subscription disclaimer.
- Subscription required for Apple Arcade.
5.2 Spelling and Language
Always use the correct Apple product names with the correct capitalization as shown on the Apple Trademark List.
5.3 Creating Links to Apple Products
Instructions for creating links to games on Apple Arcade can be found in the Linking to Your Content section.
5.4 Definitions
- Apple Arcade is a game subscription service on the App Store.
5.5 Using Apple Arcade in Marketing Copy
Typesetting
When using the name Arcade or Apple Arcade in headlines or copy, always typeset Apple Arcade as two words with a space between Apple and Arcade. Apple and Arcade are typeset with an uppercase A followed by lowercase letters.
If a headline is typeset in all uppercase, the words Apple Arcade within the headline can also be set in all uppercase.
Always typeset App Store as two words with an uppercase A and an uppercase S followed by lowercase letters.
Localization
Always use the name Apple Arcade in English, even when it appears within text in a language other than English. Do not translate the words Apple, Arcade, or Apple Arcade. Do not transliterate Apple Arcade or Arcade, such as rendering it in katakana in Japanese. Do not translate Apple Arcade in spoken promotions such as radio advertising or voiceover scripts. Always say Apple, Arcade, and Apple Arcade in English, even when a promotion is being broadcast in a language other than English.
Language
Always say on Apple Arcade or on the App Store. Do not use from, at, or in.
Correct
Find new games on Apple Arcade.
Apple Arcade on the App Store.
Incorrect
Find new games in Apple Arcade.
Apple Arcade in the App Store.
Do not use the Apple logo in place of the word Apple in headlines and body copy. Spell out Apple Arcade.
Correct
Find it on Apple Arcade.
Incorrect
Find it on Arcade.
Do not refer to Apple Arcade as an app.
Correct
Apple Arcade on the App Store.
Incorrect
The Apple Arcade app on the App Store.
Avoid redundancy when crafting a message.
Correct
Play <Game Name> on Apple Arcade.
Incorrect
Play Apple Arcade <Game Name> on Apple Arcade.
Always use the complete name Apple Arcade in headlines and the initial mention in body copy. If there are numerous mentions of Apple Arcade within the same communication, you can use Arcade on subsequent mentions within body copy.
You can also use Arcade on its own when referring to the Arcade tab on the App Store.
Correct
How do you access Apple Arcade?
Find the Arcade tab on the App Store.
Incorrect
How do you access Arcade?
Find it on Arcade.
Do not use superlatives to describe Apple Arcade.
Correct
Play <Game Name> on Apple Arcade.
Incorrect
Play <Game Name> on the amazing new Apple Arcade.
Referring to Apple
Always use the complete name Apple Arcade. Don’t use Apple alone.
Correct
Play <Game Name> on Apple Arcade.
Incorrect
Play <Game Name> from Apple.
Do not indicate any kind of sponsorship or endorsement by Apple. Do not imitate Apple communications. Do not use product images or headlines and copy from
www.apple.com.
5.6 Using Apple Product Names
Follow these guidelines when using Apple product names. Your marketing message should focus on your content, not on Apple.
Use Apple product names such as iPhone, iPad, Mac, and Apple TV to indicate that your game can be enjoyed on these devices. Do not list Apple products that aren’t supported.
Always use the correct Apple product names with proper capitalization: iPhone, iPad, and Mac. Don’t use variations.
The product names iPhone and iPad are always typeset with a lowercase i and an uppercase P followed by lowercase letters, even when those names come first in a sentence, paragraph, or title.
Always use Apple product names such as iPhone and iPad in singular form. Never make Apple product names plural. Instead, use modifiers in plural form, such as iPad collections or iPhone models.
Do not translate iPhone, iPad, Mac, or any other Apple trademark. Always set Apple trademarks in English, even when they appear in copy in a language other than English.
Do not refer to Apple devices using generic terms such as smartphones or tablets. Use the specific Apple product names.
Do not imply that your game is sponsored or endorsed by Apple.
You must attribute trademarks and use the correct credit line for every Apple trademark used in your communication. See the Apple Legal Requirements section.
5.7 Graphics
Do not create graphics, illustrations, or logotypes to represent Apple Arcade. If Apple provides you with graphic assets or a layout template, do not alter the Apple Arcade identity graphics in any way. Use only the artwork provided by Apple.
Do not imitate Apple communications. Do not use copy, graphics, type, or layouts from www.apple.com. Your layout should reflect the look and feel of your brand.
Apple Logo
In marketing headlines and copy, never replace the name Apple with the Apple logo. Spell out the full name Apple Arcade.
5.8 Legal Notifications
Provide appropriate credit attribution for Apple trademarks and use appropriate trademark symbols in your communications as described in the Apple Legal Requirements section.