Playbook Brand · Brand book
The brand book, cover to cover.
The complete text of the Playbook RG brand system: the chapters, the research foundations, the glossary, and the content scorecard. Public domain under CC0, readable here in full.
Reading order
Read in sequence or by topic.
Follow the suggested order or go directly to the chapter you need. Each chapter stands on its own and links to related material.
- IntroIntroductionThe engagement gap, the informed-choice approach, the two-tier system, and how to use and adapt the book.
- TheoryTheoretical foundationsThe research behind the system: Positive Play, belief recalibration, reasoned action, and the scope of the claim.
- 01Brand foundationScope, intent, and vision; the brand pillars, positioning, value propositions, and key audiences.
- 02Brand personalityThe Playbook and Support voices, the personality spectrum, humor guidelines, and a decision framework for applying them.
- 03Visual identityLogo system, color palette, typography, iconography, photography, illustration, and dark mode, with an integration test.
- 04Voice and toneThe voice principles, the tone spectrum, sample rewrites, the language guide, and the writing rules.
- 05Messaging frameworkThe message hierarchy from tagline to contextual copy, the CTA library, warning-statement standards, and message testing.
- 06AccessibilityStandards and compliance, visual, cognitive, and motor accessibility, screen readers, and multi-language support.
- 07Application guidelinesHow the brand applies across digital, print, environmental, video, and audio, plus co-branding rules.
- 08GovernanceBrand stewardship, review cadence, and how changes to the standard are managed.
- 09Cultural adaptationThe cultural-profile dimensions and how the system flags and adapts content for different markets.
- A to ZGlossaryGambling terms in plain language, each with the phrasing the system prefers and the phrasing it avoids.
- MeasureContent scorecardReady-to-run surveys, NPS benchmarks, cultural-fit testing, and a decision framework for measuring literacy content like a product.
Then measure it
The content scorecard.
Use the scorecard’s surveys, NPS benchmarks, and decision framework to evaluate player-education content with familiar marketing-research methods.
Part of the public-domain Playbook Brand system. Back to Brand · Configure it for your brand