Brand Tone

Enthusiastic, Passionate, and Community-Focused

Brand Values

• •Community Building
• •Passion for the Hobby
• •Nurturing the Next Generation
• •Accessibility

Best Practices

• •Always Lead with Passion: Whether writing about a new product or a weekly event, the copy should reflect genuine excitement. Use enthusiastic and positive language ("epic," "awesome," "can't wait") that shows you love the games as much as your customers do.
• •Champion the Community: Make the community the hero of your story. Use "we," "us," and "our" to create a sense of shared identity. Feature photos of players at events and celebrate their wins on social media to reinforce that Card Riot is their space.
• •Be a Knowledgeable Friend, Not a Salesperson: Write descriptions and posts as if you're talking to a fellow player. Explain *why* a new set is exciting or what makes a particular card powerful. This builds trust and positions the brand as an authentic part of the scene, rather than just a retailer.
• •Keep it Clear and Simple: Event details, prices, and product information should be easy to find and understand. The brand's straightforward nature is one of its strengths; maintain it by avoiding overly corporate or complicated language.
• •Embrace In-Person Language Online: Use phrases that evoke the feeling of being in the store, even in digital copy. Words like "swing by," "pull up a chair," and "see you at the table" bridge the gap between the online and physical experience, constantly reinforcing the brand's community-hub value.

Social Perception

Positive and Credible: A needed community hub, legitimate and trustworthy, welcoming atmosphere, supportive of the gaming ecosystem.

Copy Examples

• •The hype is real! The brand new *One Piece: Wings of the Captain* booster boxes have just landed at Card Riot! We couldn't wait to get our hands on these and know you can't either. Ready to chase that Leader card? Swing by the store today or grab yours online. Let's see some epic pulls! #CardRiot #OnePieceTCG #Wodonga
• •Your Quest Awaits! Friday Night Magic is on at Card Riot. Whether you're a seasoned Planeswalker or just starting your journey, our Commander night is the perfect place to sling spells and share a laugh. It's more than just a game; it's our community. Sign up now and join the fun!
• •We just had to see what's inside the new Infernal Ascension set, so we did what any passionate TCG players would do—we opened a whole case! Join us as we explore the best pulls and chat about how these new cards will shake up the meta at our next locals. Full list of events on our website: [link]
• •Get Ready for a Huge Week of Gaming at Card Riot!
• •Welcome to Card Riot. Your local hub for cards, community, and friendly competition. Pull up a chair, shuffle up, and play. We're glad you're here.