Brand Tone

informative, community-focused, and direct

Brand Values

• •Community Building
• •Passion for Gaming
• •Accessibility
• •Service and Reliability

Best Practices

• •Prioritize Community: Always frame communications around the community. Use words like "we," "us," and "join us" to create a sense of belonging. Highlight player interactions and event turnouts.
• •Be Direct and Informative: Get straight to the point. The audience is knowledgeable and appreciates clear, concise information about products, event times, and formats. Avoid overly salesy language.
• •Speak the Language: Use terminology specific to the games you sell (e.g., "command zone," "booster draft," "constructed deck"). This builds credibility and shows you are an authentic part of the culture.
• •Promote In-Person Interaction: Every piece of copy should be a call to action that encourages customers to visit the store, join an event, or engage with the local community on Discord.
• •Maintain an Enthusiastic Tone: While direct, the tone should always reflect a genuine passion for gaming. Share excitement for new releases and celebrate the fun of the hobby itself.

Social Perception

A specialized, community-oriented local game store and a key player in the Ottawa tabletop gaming scene, especially for TCGs. Perceived as a dedicated hub and gathering place for gaming communities, actively engaged with and supportive of its customer base through in-person events and a local Discord server.

Copy Examples

• •The next chapter unfolds! ✨ Disney Lorcana: Shimmering Skies has landed at Capital Games. Build your deck, challenge your rivals, and discover new strategies. Available in-store now. Join our Discord to find your next opponent! #Lorcana #OttawaGamers #TCG #NewRelease
• •Ready your command zone! Join us for Friday Night Magic this week at Capital Games. Whether you're a seasoned veteran or new to the format, our Commander night is the perfect place to play. Friendly matches, great community, and epic plays await. See you at the table! #FNM #MTGCommander #OttawaEvents #MagicTheGathering
• •Your Community. Your Game. From weekly Pokémon leagues to competitive Magic tournaments, find your place at Capital Games. Check out our events calendar and join the fun.
• •Don't Miss Out: Pre-orders for the new MTG set are closing soon! Secure your booster box and be ready for release day. Limited quantities available—reserve yours now and be part of the action in Ottawa.
• •Buying Singles? We buy and trade Magic, Pokémon, and Lorcana singles. Turn your extra cards into new adventures. Ask at the counter for details.