Ya heard?!
Our tone will vary depending on a number of factors, including who we're talking to, what channel we're using, and the subject matter. A Twitter post might lean more HYPE and CULTURED, while an email regarding an app update would lean more LEGIT and BS-FREE. Ideally, everything we say will contain flavors of the following 4 Tone pillars. But consider it as a kind of spectrum, with our voice drawing differently from each of them depending on the vibe.
By staying true to the following guidelines, we will develop, maintain and evolve an authentic and consistent brand voice. In doing so, we will build excitement, earn trust, and amplify the PrizePicks experience with every interaction.
Cultured
Tastefully Out of Pocket
Selective & Timely
Visual 😈
We are exceptionally tuned in to the vernacular of our community — even driving the usage of new terms and phrases. In the same breath, we are balanced in how we employ this jargon. We are relatable to our target demographic while remaining accessible to a wider audience.
Speaking the language of our people should feel seamless and effortless. More authenticity, and less "how do you do, fellow kids?"
Hype
Ready to Party
With You, Not Against You
Initiator, Not a Follower
PrizePicks is driven by the inherent excitement of sports and DFS, and we’ll be the first to add fuel to the fire. We are genuinely excited by the success of our Members, and that's a vibe we can own, curate, and celebrate.
Legit
Trustworthy
Knowledgeable
Helpful
PrizePicks is driven by the inherent excitement of sports and DFS, and we’ll be the first to add fuel to the fire. We are genuinely excited by the success of our Members, and that's a vibe we can own, curate, and celebrate.
BS-Free
Brief
Focused
Relevant
If you can’t say it concisely, don’t say anything at all. We have no use for fluffery — be direct, be clear, and be brief.
Writing Style
Promotions
Copy Goals: In as few words as possible, get Members excited about the promotion and let them know how to play it.
Use simple, easy-to-understand words to create a low barrier for entry (ex. You win if Joe Burrow completes a pass)
Use vernacular or jargon that a casual might not understand, unless you add a line with simpler language to provide context (Green out your entry with a Joe Brr Free Square)
Let the graphic talk(ex. Graphic says Payout Boost, first line of copy provides context, like“Win up to 30X your cash”)
Repeat everything in the graphic word-for-word (ex. Graphic says Payout Boost, first line of copy is “Payout Boost!”)
Use emojis, exclamation points, and line breaks to create excitement and break up text
Make copy overly wordy or explanatory
Make the value we’re providing the centerpiece of the copy (Win or your cash back up to $30, MLB discounts on the board)
Make the official promotion name the centerpiece of the copy (ex. Protected Play, Discount Dogs)
Adjust tone and copy based on the promotion. You can be more creative and have fun with recurring, simple promotions like Taco Tuesday and Discount Dogs to avoid them getting bland.
Treat all promotions the same.
Utilize the terms and condition section, link to the promo page, and/or create a follow-up post to provide full details.
Try to provide every single promotion detail in the main copy — it will overwhelm the reader.
Use words with a positive connotation (Win or we’ll send your cash back!)
Use words with a negative connotation (If you lose, we’ll pay you back)
Create urgency using FOMO or emphasizing deadlines (Deposit TODAY for a 100% match up to $100)
Manufacture urgency by implying a promotion guarantees a win — unless it’s a Free Square (ex. risk-free, lock).
Organic Content
Copy Goals: Bring Members closer to our brand and get them thinking about PrizePicks when they aren’t on the app by providing non-promotional value.
You can provide non-promotional value through copy by:
Being entertaining and funny — make them smile or laugh!
Giving a casual-friendly stat or trend that can help them make picks
Highlighting a player, game, start time or market on the board that people might not know about
Providing them something interesting to think about or discuss
Being their hype man. People like having people around who make them feel good.
Being relatable. You’re not the house, you’re not the company. You’re the friend who they’re having a beer with as they’re watching the game.
IMPORTANT: There is a fine line between being relatable and sounding forced, over-the-top or cringe. Be natural, don’t force it, have fun, and use “community language” when appropriate.
Product Roll-Out
Copy Goals: In as few words as possible, get Members excited about the promotion and let them know how to play it.
Explain how it benefits Members (Ex. Deposits and withdrawals are now easier and faster than ever!)
Explain how it benefits Members (Ex. Deposits and withdrawals are now easier and faster than ever!)
Explain the features in a simple manner (ex. You can now set alerts and limits if you play or deposit more than a self-selected amount)
List the features and expect Members to know what it means (ex. Responsible Gaming Limits and Alerts are available)
Credit the Members (We heard your feedback, and implemented this new payment flow to make your life easier)
Pat self on back(We have worked really hard to roll out…”)
Bring up changes that may have a negative impact, but with a positive spin (You’ll have to re-input your credit card the first time you use it, but once you do, you’ll be able to save it right to your account)
Leave out changes that may have a negative impact
Game Ops Announcement
Market, Stat-type, Rule Change
Copy Goals: In as few words as possible, create awareness, attention and hype around a new market or stat-type
Don’t just announce a new market or stat-type is on the board.
Instead:
Tell them why they should be excited (Get in the action at its most exciting moment — crunch time!)
Highlight a specific casual friendly player or projection (Ex. Will Glizzy Gobbling King Joey Chestnut put down 72 tomorrow?)
Have fun with it
Community Layups
Our community is unique and their voice is as well. Below are just a few examples of how our members speak. The language is always evolving, so tune into Twitter (X) and our Discord to stay on top of language trends.