Great games deserve great marketing. The key to a great marketing campaign is clear and effective messaging. To comply with Apple requirements and receive the greatest benefit from your communications, follow these guidelines when promoting Apple Arcade in marketing communications, including advertising, apps, websites and printed promotions.
Create a clear and memorable call to action by including the Find it on Apple Arcade badge in digital and printed marketing materials.
Use the Find it on Apple Arcade badge when linking to your game or to the Arcade tab.
Use only the badge artwork provided by Apple. Never create your own Apple Arcade badge or change the artwork in any way. If you create marketing material for the web or onscreen communications, use the high-resolution scalable artwork in SVG format. For printed material, use the badge artwork in EPS format in the colour profile (CMYK or RGB) that matches the colour profile of your print production mechanical.
Apple offers the Find it on Apple Arcade badge artwork with the words Find it on translated into many languages. The trademark Apple Arcade always appears in English. Never translate the words Apple Arcade. Do not create your own translated or localised badge.
Download localised badges in every language we have available.
Use only one Find it on Apple Arcade badge. Place the badge below or to the right of the images and copy promoting your content. Keep the badge smaller than the other images and main message. Don’t make it the dominant artwork. If you include the Find it on Apple Arcade badge along with badges for other services, place the Apple Arcade badge first in the line-up of badges. Do not display the Find it on Apple Arcade badge and the Apple Arcade app icon together.
Follow these guidelines for print and digital material: Minimum clear space around the badge should be at least one-quarter the height of the badge. Don’t place photos, typography or other graphic elements inside the minimum clear space area. Allow more space whenever possible.
Minimum badge size is 8 millimetres for printed materials and 30 pixels for digital use. Don’t make the badge the dominant graphic.
If you have advertising with very limited layout space, such as banners for mobile devices, use a badge size that’s clearly readable on these devices. Minimum clear space around the badge should be at least one-quarter the height of the badge.
Do not alter the Apple-provided badge artwork in any way. The grey border around the badge is part of the badge artwork and must not be left out.
You can place the badge on these backgrounds:
Avoid mistakes. Use the artwork exactly as provided by Apple.
The Find it on Apple Arcade lockup is a combination of the Apple Arcade icon with the message Find it on Apple Arcade set in specially designed type. The lockup does not contain a border, and the elements are not contained inside a shape. Use only the artwork provided by Apple and do not alter the artwork in any way.
Use the Find it on Apple Arcade Lockup when linking to your game or to the Arcade tab.
A lockup can be used in all marketing communications promoting a game on Apple Arcade. If badges from other Apple services appear on your communication, do not use a lockup. Instead, use the appropriate Apple Arcade badge.
The Find it on Apple Arcade lockup is designed for greater graphic versatility and can be used on layouts where the Find it on Apple Arcade badge is either crowded by limited layout space or appears visually heavy in the layout. The Find it on Apple Arcade lockup is especially suited to banner ads, print ads and other forms of advertising. Whenever a lockup is used online, you must include a link to Apple Arcade.
The Find it on Apple Arcade lockup is a promise to your audience of a high-quality gaming experience. Follow these guidelines to make sure you’re using the Apple Arcade lockup correctly. Marketing materials don’t usually require approval by Apple, but there are a few exceptions. Written approval from Apple is required for materials used in:
Be sure to allow at least 7 business days for review and approval. See the Apple Approval section for details.
Use only the lockup artwork provided by Apple. Do not change the Apple-provided artwork in any way. Never build your own Apple Arcade lockup. Do not revise the Find it on message.
If you create marketing material for the web or onscreen communications, use the high-resolution scalable artwork in SVG format. For printed material, use the Find it on Apple Arcade lockup artwork in EPS format in the colour profile (CMYK or RGB) that matches the colour profile of your print production mechanical.
Colour lockups, preferred:
Solid lockups, optional:
Apple offers the Find it on Apple Arcade lockup artwork with the words Find it on translated into many languages. The trademark Apple Arcade always appears in English. Never translate the words Apple Arcade. Do not create your own translated or localised badge.
Download localised lockups in every language we have available.
Follow these requirements for using the Find it on Apple Arcade lockup.
Follow these guidelines for print and digital material: Minimum clear space around the lockup should be at least one-quarter the height of the lockup. Do not place photos, typography or other graphic elements inside the minimum clear space area. Allow more space whenever possible.
Minimum lockup size is 6 millimetres for printed materials and 25 pixels for digital use. Do not make the lockup the dominant graphic.
If you have advertising with very limited layout space, such as banners for mobile devices, use a lockup size that’s clearly readable on these devices. Minimum clear space around the lockup should be at least one-quarter the height of the lockup.
You can place the lockup on these backgrounds:
Avoid mistakes. Use artwork exactly as provided by Apple.
Use the joystick icon only when displaying an array of icons with similar shape and size. Do not use the joystick icon instead of the Apple Arcade badge in marketing communications, even if layout space is limited.
Only the versions of the joystick icon shown here are approved by Apple for display alongside icons that are a similar shape and size.
Artwork of the icon is provided as PSD layered artwork with colour, white and black icon artwork on separate layers.
Colour icon, preferred
Use on backgrounds that provide sufficient contrast.
White icon, optional
For use when other icons also appear in white, or on very dark backgrounds where the black icon is not clearly legible.
Black icon, optional
Use on colour backgrounds to provide sufficient contrast.
Colour Icon
Use the preferred colour icon whenever other icons are also shown in colour and whenever the background provides sufficient contrast.
Black Icon
White Icon
Custom Colour icon
You can use a custom icon colour only when other social media icons also appear in the same custom colour.
Avoid Mistakes
You must provide a link to Apple Arcade wherever a badge or lockup is used online. You can link to any game on Apple Arcade. Apple Arcade–related text in body copy can also link to Arcade.
Additionally, you can create links by using our Apple Arcade Toolbox. You can also find QR codes and badges for games in the Toolbox. It has everything you need to link to Apple Arcade, all in one convenient and easy-to-use place.
If you join the Apple Services Performance Partner (affiliate) programme, you’ll also earn commissions each time a subscription purchase is made from an affiliated link you share.
For more information on the programme, visit the Resources Site. To submit an application, visit our application form.
Once you become a partner in our programme, get familiar with your affiliate token and how to encode (or “affiliate”) every link you create, so you can do it quickly and make it part of your everyday routine. Learn more about how to set this up properly on our Resources Site.
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:
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.
Always use the correct Apple product names with the correct capitalisation as shown on the Apple Trademark List.
Instructions for creating links to games on Apple Arcade can be found in the Linking to Your Content section.
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.
Localisation
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.
Do not use the Apple logo in place of the word Apple in headlines and body copy. Spell out Apple Arcade.
Do not refer to Apple Arcade as an app.
Avoid redundancy when crafting a message.
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.
Do not use superlatives to describe Apple Arcade.
Referring to Apple
Always use the complete name Apple Arcade. Don’t use Apple alone.
Incorrect
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 capitalisation: 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.
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/in. 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.
Provide appropriate credit attribution for Apple trademarks and use appropriate trademark symbols in your communications as described in the Apple Legal Requirements section.
As stated previously, most marketing materials don’t require approval by Apple. However, we require that you obtain written approval from Apple for any material created for:
Be sure to allow at least 7 business days for review and approval.
Send your materials to our support helpdesk. At least 7 working days are required to review your material. Make sure you include:
Never use Apple Arcade badges, lockups and icons (or any other Apple trademarks) in a manner that is likely to be misleading or confusing about what content is available on Apple Arcade.
Use the appropriate credit lines in all communications worldwide, listing all the Apple trademarks used in your communication. List only the trademarks actually used in your materials.
When using the name Apple Arcade in communications, include this credit line wherever legal copy is shown.
When you use the Apple Arcade badge, and reference or display other Apple products in copy or images, credit lines must include all the Apple trademarks in your communications. For example, if you reference Apple Arcade, display an iPad product image and mention iPhone in copy, include this credit line.
Place the credit lines wherever you provide legal notification. Follow standard practices for the placement of legal copy, such as creating additional screens or providing interactive links. Include the credit lines only once on your communication or website.
In communications distributed only in the United States, the appropriate symbol (™, SM or ®) must follow each Apple trademark the first time it is mentioned in body copy.
For example: iPhone®, iPad® and iPod touch®
For communications developed for mobile devices, follow standard practices for the placement of legal copy, such as creating additional screens or providing interactive links to legal copy.
For the correct trademark symbols, refer to the Apple Trademark List.
Your images including your content within Apple TV, iPhone, iPad, iPod touch and Mac product images, or photographs thereof cannot be used in any manner that falsely suggests an association with Apple or is likely to reduce, diminish or damage the goodwill, value or reputation associated with Apple Arcade, Apple TV, iPhone, iPad, iPod touch, Mac or Apple itself.
With Apple’s approval, a translation of the legal notice and credit lines (but not the trademarks) can be used in materials distributed outside the US. Never translate an Apple trademark.
For the most current information on using Apple trademarks, visit Guidelines for Using Apple Trademarks and Copyrights.