Brand Tone

Aspirational: Enthusiastic, savvy, and value-oriented, using gamer-centric language and focusing on affordability. This tone aims to position the brand as a knowledgeable part of the gaming community, highlighting low prices. However, due to past issues, it has been widely perceived as deceitful and untrustworthy.

Brand Values

• •Affordability
• •Accessibility
• •Reliability
• •Customer Service
• •Integrity
• •Transparency

Best Practices

• •Address the Elephant in the Room: The company must publicly acknowledge the widespread issues and outline concrete steps being taken to resolve them.
• •Align Actions with Words: Ensure business operations deliver on promises; if copywriting states "guaranteed delivery," the delivery must be flawless.
• •Prioritize Customer Service: Invest in a responsive and helpful customer service system, handling every inquiry, especially complaints, swiftly and transparently.
• •Embrace Humility and Honesty: Shift the brand's tone from boastful to humble and service-oriented, using phrases like "We're working to earn your trust" and "We're here to help."
• •Seek and Promote Genuine Positive Reviews: After a period of proven, reliable service, encourage new customers to leave genuine reviews and highlight these new, positive experiences.

Social Perception

Overwhelmingly negative. The brand is widely regarded as a fraudulent operation by numerous users across different platforms. There are consistent reports of customers paying for game keys and never receiving them, followed by a complete lack of response from the company. It is perceived as highly untrustworthy, with a very low customer satisfaction rating on review sites.

Copy Examples

• •We messed up. We know we've broken your trust. That's why we're starting over. With a new commitment to guaranteed, instant delivery and 24/7 customer support, we're here to earn our way back into your game library. Your game, delivered. Guaranteed.
• •Ever wondered where your game key comes from? We're showing you. We've overhauled our process to ensure every key is sourced directly from official distributors. See our new 'Official Partner' page and play with total peace of mind.
• •The best prices on the games you love – now with a promise. Every purchase comes with our 'Play or Pay' guarantee. You get a working key in minutes, or you get your money back. Simple as that.
• •To the Czech & Slovak gaming community: we failed you. Our service did not live up to your expectations, or our promises. We are taking every step to fix what was broken, starting with every single customer. If you had a bad experience, contact us. We will make it right.
• •It's Level 1 for PlayX.cz, and we've got a lot to prove. We're wiping the slate clean. For the next month, we'll be sharing our new commitments, introducing our support team, and offering an exclusive discount to those willing to give us a second chance. #PlayXReboot