Great games deserve great marketing. The key to a great marketing campaign is clear and effective messaging. To comply with Apple requirements and receive the greatest benefit from your communications, follow these guidelines when promoting Apple Arcade in marketing communications, including advertising, apps, websites, and printed promotions.
Create a clear and strong call to action by including the Find it on Apple Arcade badge in all static, print, and website assets.
Use the Find it on Apple Arcade badge when linking to your game. The Find it on Apple Arcade badge should be used when no other platform logos are included in your marketing.
Use only the badge artwork provided by Apple. Never create your own Apple Arcade badge or change the artwork in any way. If you create marketing material for the web or onscreen communications, use the high-resolution scalable artwork in SVG format. For printed material, use the badge artwork in EPS format in the color profile (CMYK or RGB) that matches the color profile of your print production mechanical.
Apple offers the Find it on Apple Arcade badge artwork with the words Find it on translated into many languages. The trademark Apple Arcade always appears in English. Never translate the words Apple Arcade. Do not create your own translated or localized badge.
Use only one Find it on Apple Arcade badge. Place the badge below or to the right of the images and copy promoting your content. Keep the badge smaller than the other images and main message. Don’t make it the dominant artwork. If you include the Find it on Apple Arcade badge along with badges for other services, place the Apple Arcade badge first in the lineup of badges. Do not display the Find it on Apple Arcade badge and the Apple Arcade app icon together.
Follow these guidelines for print and digital material: Minimum clear space around the badge should be at least one-quarter the height of the badge. Don’t place photos, typography, or other graphic elements inside the minimum clear space area. Allow more space whenever possible.
Minimum badge size is 8 mm for printed materials and 30 pixels for digital use. Don’t make the badge the dominant graphic.
Avoid mistakes. Use the artwork exactly as provided by Apple.
The Apple Arcade logo lockup must be used in line with other platform logos. It cannot be used by itself. When your marketing includes other platform logos, use the Apple Arcade logo lockup and not the the Find it on Apple Arcade badge.
Use only the lockup artwork provided by Apple. Do not change the Apple-provided artwork in any way. Never build your own Apple Arcade lockup.
If you create marketing material for the web or onscreen communications, use the high-resolution scalable artwork in SVG format. For printed material, use the Apple Arcade lockup artwork in EPS format in the color profile (CMYK or RGB) that matches the color profile of your print production mechanical.
Use on light-color backgrounds.
Use on dark-color backgrounds.
Follow these requirements for using Apple Arcade lockups.
Follow these guidelines for print and digital material: Minimum clear space around the lockup should be at least one-quarter the height of the lockup. Do not place photos, typography, or other graphic elements inside the minimum clear space area. Allow more space whenever possible.
Minimum lockup size is 6 mm for printed materials and 25 pixels for digital use. Do not make the lockup the dominant graphic.
Avoid mistakes. Use artwork exactly as provided by Apple.
You must provide a link to Apple Arcade wherever a badge is used online. You can link to any game on Apple Arcade. Apple Arcade–related text in body copy can also link to Arcade. Your Apple Arcade marketing contacts will provide you with your dedicated marketing link.
If you apply to the Apple Arcade Performance Partner Pilot, you’ll have an opportunity to earn commission each time a subscription purchase is made from an affiliated link you share.
For more information on the program, visit the
The key to a great marketing campaign is clear and effective messaging. Here are some tips to keep in mind when you promote your game:
Tap into unlimited access to over 200 incredibly fun games, with new releases added all the time. It’s the most fun place on your phone, ready to enjoy whenever and wherever. Try it free on the App Store.
Apple Arcade members enjoy unlimited, uninterrupted access to over 200 incredibly fun games, with no ads and no in-app purchases. Brainteasers, magical quests, endless runners, action-packed sports, beloved classics, and more. Play online, offline, and across all of your Apple devices. It’s the most fun place on your phone, ready to enjoy whenever and wherever. Try it free on the App Store.
200+ incredibly fun games. No ads, no in-app purchases.
Supporting Features:Certain messaging in your marketing campaign may require legal disclaimer(s). The suggested messaging and headlines above include an * or ** to indicate when a corresponding legal disclaimer is required.
Always use the correct Apple product names with the correct capitalization as shown on the
Typesetting
When using the name Arcade or Apple Arcade in headlines or copy, always typeset Apple Arcade as two words with a space between Apple and Arcade. Apple and Arcade are typeset with an uppercase A followed by lowercase letters.
If a headline is typeset in all uppercase, the words Apple Arcade within the headline can also be set in all uppercase.
Always typeset App Store as two words with an uppercase A and an uppercase S followed by lowercase letters.
Localization
Always use the name Apple Arcade in English, even when it appears within text in a language other than English. Do not translate the words Apple, Arcade, or Apple Arcade. Do not transliterate Apple Arcade or Arcade, such as rendering it in katakana in Japanese. Do not translate Apple Arcade in spoken promotions such as radio advertising or voiceover scripts. Always say Apple, Arcade, and Apple Arcade in English, even when a promotion is being broadcast in a language other than English.
Language
Always say on Apple Arcade or on the App Store. Do not use from, at, or in.
Do not use the Apple logo in place of the word Apple in headlines and body copy. Spell out Apple Arcade.
CorrectDo not refer to Apple Arcade as an app.
CorrectAvoid redundancy when crafting a message.
CorrectAlways use the complete name Apple Arcade in headlines and the initial mention in body copy. If there are numerous mentions of Apple Arcade within the same communication, you can use Arcade on subsequent mentions within body copy. You can also use Arcade on its own when referring to the Arcade tab on the App Store.
CorrectDo not use superlatives to describe Apple Arcade.
CorrectReferring to Apple
Always use the complete name Apple Arcade. Don’t use Apple alone.
Do not indicate any kind of sponsorship or endorsement by Apple. Do not imitate Apple communications. Do not use product images or headlines and copy from
Follow these guidelines when using Apple product names. Your marketing message should focus on your content, not on Apple.
Use Apple product names such as iPhone, iPad, Mac, and Apple TV to indicate that your game can be enjoyed on these devices. Do not list Apple products that aren’t supported. Always use the correct Apple product names with proper capitalization: iPhone, iPad, and Mac. Don’t use variations.
The product names iPhone and iPad are always typeset with a lowercase i and an uppercase P followed by lowercase letters, even when those names come first in a sentence, paragraph, or title.
Always use Apple product names such as iPhone and iPad in singular form. Never make Apple product names plural. Instead, use modifiers in plural form, such as iPad collections or iPhone models.
Do not translate iPhone, iPad, Mac, or any other Apple trademark. Always set Apple trademarks in English, even when they appear in copy in a language other than English.
Do not refer to Apple devices using generic terms such as smartphones or tablets. Use the specific Apple product names.
Do not imply that your game is sponsored or endorsed by Apple. You must attribute trademarks and use the correct credit line for every Apple trademark used in your communication. See the Apple Legal Requirements section.
Do not create graphics, illustrations, or logotypes to represent Apple Arcade. If Apple provides you with graphic assets or a layout template, do not alter the Apple Arcade identity graphics in any way. Use only the artwork provided by Apple.
Do not imitate Apple communications. Do not use copy, graphics, type, or layouts from
Apple Logo
In marketing headlines and copy, never replace the name Apple with the Apple logo. Spell out the full name Apple Arcade.
Provide appropriate credit attribution for Apple trademarks and use appropriate trademark symbols in your communications as described in the Apple Legal Requirements section.
As stated previously, most marketing materials don't require approval by Apple. However, we require that you obtain written approval from Apple for any material created for:
Be sure to allow at least seven business days for review and approval.
Never use Apple Arcade’s badges and logo lockups (or any other Apple trademarks) in a manner that is likely to be misleading or confusing about what content is available on Apple Arcade.
Use the appropriate credit lines in all communications worldwide, listing all the Apple trademarks used in your communication. List only the trademarks actually used in your materials.
When using the name Apple Arcade in communications, include this credit line wherever legal copy is shown:
When you use the Apple Arcade badge, and reference or display other Apple products in copy or images, credit lines must include all the Apple trademarks in your communications. For example, if you reference Apple Arcade, display an iPad product image, and mention iPhone in copy, include this credit line.
When you use the End Card CTA animation, include this credit line.
Place the credit lines wherever you provide legal notification. Follow standard practices for the placement of legal copy, such as creating additional screens or providing interactive links. Include the credit lines only once on your communication or website.
In communications distributed only in the United States, the appropriate symbol (™, SM, or ®) must follow each Apple trademark the first time it is mentioned in body copy.
For example: iPhone®, iPad®, and iPod touch®
For communications developed for mobile devices, follow standard practices for the placement of legal copy, such as creating additional screens or providing interactive links to legal copy.
For the correct trademark symbols, refer to the
Your images including your content within Apple TV, iPhone, iPad, iPod touch, and Mac product images, or photographs thereof cannot be used in any manner that falsely suggests an association with Apple or is likely to reduce, diminish, or damage the goodwill, value, or reputation associated with Apple Arcade, Apple TV, iPhone, iPad, iPod touch, Mac, or Apple itself.
With Apple’s approval, a translation of the legal notice and credit lines (but not the trademarks) can be used in materials distributed outside the U.S. Never translate an Apple trademark.
For the most current information on using Apple trademarks, visit
