Xbox brand guidelines Identity Elements Xbox layout Xbox and Windows Xbox accessories Partnerships Appendix 57 Responsible gaming nomenclature Guidance • Anything related to gaming addiction, addictive • Supporting lengthy in-game challenges or events. gameplay, or video game addiction. Example: “This challenge lasts for 12 hours!” In order to promote a healthy play-life balance, Example: “Addictive gameplay,” “video games • Aggressive behavior related to a gaming session. these words and phrases should be avoided and are our addiction,” “X game can be addicting,” “I Example: “Make your opponents rage quit!” “Get excised from any and all communications. played in an X hours long gaming marathon.” ready for a game so challenging you’ll throw your Words to avoid: • Highlighting or celebrating hours played by the controller!” Addicted, addiction, addictive; compulsive, community rather than skill or variety. • Depiction of “gamers” as being irresponsible, compulsion; crave, craving; dependent, dependence, Example: “The Xbox Community spent X hours unclean, or not living a normal and healthy life. dependency; endless; fixated, fixation; gamble, playing Y in the first 24 hours after its launch!” Example: depiction of a 35-year-old male living in gambler, gambling; impulse, impulsion, impulse • Use of humor to allude to prioritizing gaming his parents’ basement covered in chip crumbs. control; irresistible; obsessed, obsession, obsessive; over other healthy parts of a balanced life. Additional responsible gaming guidelines—avoid uncontrollable; unending; limitless; no restraint; Example: “Take a day off from work to play X!” the following: consuming, all-consuming. and “don’t worry about dinner, keep playing!” • Using language related to playing many • The over-promotion or evangelization of violence Phrases and images to avoid: different titles in a short amount of time. in video games and violent gaming phrases. • Commenting on game design or a game as Example: “We require you to play the over 100 Example: “Kill shot,” “head shot,” “tracking kills,” “addictive” or “time-consuming.” great games included in your membership—no “sniper kills,” or kills associated with locations. Example: “We tried to make X as intuitive and negotiation.” • Depicting guns pointed at the viewer/audience, addictive as possible.” “X was a surprise hit this • Momentum and success metrics related to time guns firing, or guns that have just been fired. past summer and became an addiction.” played. • Depicting guns pointing at another character, • Endless play and playing for hours. Example: “The Xbox Community spent X percent person, or living thing. Example: “Xbox Game Pass is your ticket to more time playing games.” Note: additional review and consideration will be endless play” and “You’ll want to play for hours • Promoting or spotlighting the duration of a given to the depiction of guns in gameplay trailers at a time.” Instead use the alternative: “Join Xbox gaming session or a game’s length. or gameplay footage. Game Pass and discover your next favorite game.” Example: “X hours of gameplay.” • Encouraging the collection of rewards and • Using language that promotes extended gaming Final note: This is not intended to be an all-inclusive achievements in a short amount of time. sessions on devices where this is possible. list; please use these as guidelines and employ your Example: “I earned X Gamerscore in Y hours!” Example:“Play for up to 35 continuous hours on best judgement when creating materials. a single battery charge!”