# Language and tone

A clear, friendly and punchy voice, with source-backed headlines and practical copy starters.

Sound like a person with a point to make. Chain can be confident, playful and a little rebellious. Keep the invitation sharp and the facts straight.

## The voice in four moves

1. **Lead with the point.** Short headline. Clear destination. Give readers something they can act on.
2. **Keep a little edge.** Retro attitude and a knowing wink work in campaigns. Forced slang, routine swearing and a wall of hype don't.
3. **Talk to people.** Use familiar words, active verbs and a friendly invitation. Let artwork do some of the shouting.
4. **Know when to get plain.** For balances, eligibility, fees, results and recovery, clarity wins. A player should never have to decode the joke to understand what happened.

## Say it clearly

| Instead of | Try |
| --- | --- |
| A revolutionary next-generation gaming experience | Find your next game |
| Click here to discover more information | Explore Chain games |
| An unforgettable journey into endless possibilities | A game worth a closer look |
| You can't lose | Describe the game and link its rules |

## Keep the promise honest

Check current eligibility, availability, terms, rewards and numbers before making a claim. Fairness, ownership and speed language needs evidence for the actual feature. A sample offer in artwork does not establish a live promotion.

Keep **Own the outcome** in English, without a final full stop. It expresses agency; it does not mean a player controls a random result. Use [Referral templates](/brand/referral-templates/) when sharing a personal referral URL, and keep the relationship visible near the link.

## Lines to build from

The boxed text is ready to copy. Keep the fixed brand line unchanged. Adapt the copy starters to your placement and give new campaign copy an editorial review.

<!-- brand-ui:language -->

1. **Fixed brand line:** Own the outcome — Keep this line in English, without a final full stop. It is about agency, not control over a random result.
2. **Brand-book headline:** You deserve better — Use for positioning when the surrounding message makes the point. Avoid an unsupported comparison or guarantee.
3. **Brand-book headline:** Unleash the inner retro — A playful creative line for retro artwork and campaigns.
4. **Brand-book headline:** The world within — An atmospheric line for immersive creative work; pair it with a clear destination or action.
5. **Copy starter:** Find your next game — A short invitation for a game directory or referral introduction. Adapt to the actual destination.
6. **Copy starter:** Less scrolling. More playing. — A punchier campaign idea for a direct game destination. This is an editorial suggestion, not an approved fixed tagline.

<!-- /brand-ui -->


## Related

- [Brand guide](/brand/)
- [Logo usage](/brand/logo-usage/)