Brand Tone

Humorous & Witty, Informal & Playful, Authentic & Relatable (to Berliners), Community-Focused, Slightly Edgy & Irreverent

Brand Values

• •Love for Berlin: A deep appreciation for the unique culture, quirks, and experiences of Berlin is central to the brand. The game is described as being "for people who love Berlin as much as you do!"
• •Fun & Entertainment: The primary goal is to provide a fun, engaging, and laughter-filled experience for players.
• •Social Connection: The game is designed to bring people together, turning "friends into enemies (and back to friends we hope)".
• •Authenticity: Celebrating the real, sometimes chaotic, everyday life in Berlin.
• •Local & Independent: Highlighting its origins as a small, Berlin-based startup created by locals.
• •Environmental Consideration (stated): The website mentions the game is "100% manufactured in the EU" and that they "have deliberately avoided plastic materials where possible."

Best Practices

• •Embrace Berlin Insider Language (but explain if necessary for a broader audience): Use local slang, neighborhood references, and nod to shared Berliner experiences. If reaching a wider audience, provide subtle context or make the humor understandable even if the specific reference isn't caught. The FAQ already does this well (e.g., explaining S41/S42).
• •Keep it Playfully Cynical (Berlin "Schnauze"): Maintain a humorous, slightly sarcastic, yet affectionate tone when talking about Berlin's challenges. Avoid being genuinely negative; the underlying sentiment should always be love for the city's unique character.
• •Focus on Shared Experiences and Relatability: Craft copy that makes Berliners and those familiar with the city nod and say, "That's so true!" Use scenarios that everyone who has spent time in Berlin can relate to.
• •Prioritize Humor and Wit: Ensure that copy is genuinely funny and clever. Use wordplay, irony, and observational humor that aligns with the game's playful nature. The "challenges" listed on the website are a good example.
• •Encourage Interaction and Storytelling: Write copy that prompts engagement. Ask questions, invite people to share their own "Ringbahn Roulette" moments (even from real life), and build a community around the shared love and playful frustrations of Berlin life.

Social Perception

Positive & Enthusiastic, Niche but Appreciated, Associated with Berlin Culture, Minor Criticisms

Copy Examples

• •Social Media Post (Instagram/Facebook): "Survived another Monday in Berlin? Barely. You deserve a round of Ringbahn Roulette. Gather your most patient (and impatient) friends and prove who the ultimate Berliner is. Warning: Späti runs between turns are highly encouraged. #RingbahnRoulette #BerlinLife #PartyGame #Feierabend"
• •Website Banner: "Ringbahn Roulette: More unpredictable than the S-Bahn on a Monday. Wilder than May Day in Kreuzberg. Think you can handle Berlin? Prove it. (Currently sold out, but the chaos will return!)"
• •Product Description Snippet: "Navigate the absurdities of the Hauptstadt, from impossible flat hunts to the existential dread of choosing the wrong Ringbahn direction. Ringbahn Roulette isn't just a game; it's Berlin in a box. For those who love it, hate it, but can't leave it."
• •Email Subject Line (for restock): "The Ringbahn Roulette chaos is back! (Your social life will thank us.)"
• •Ad Copy (Short): "Berlin's calling... for game night! Ringbahn Roulette: Face hilarious challenges, outsmart your mates, and conquer the Ring. Sternis optional, laughter guaranteed."