Tone of Voice
Tone of voice isn’t just about how we write an e-mail or how we answer the phone. Tone of voice is where our brand’s identity lives and breathes, it’s what makes us recognisable and unique.
We are adaptable
paysafecard has an adaptable tone of voice, so we change how we speak based on where, when and who we’re speaking to. But it has to be consistent – that’s important. Beyond anything else, our customers should be at the front of our minds at all times.
We are adaptable
paysafecard has an adaptable tone of voice, so we change how we speak based on where, when and who we’re speaking to. But it has to be consistent – that’s important. Beyond anything else, our customers should be at the front of our minds at all times.
We are playful
We love games and gamers, so being playful is at the heart of everything we do.
Playfulness isn’t at one level all the time – we turn it up or down depending on the situation.
Do
Stay smart and sophisticated.
Change as the situation demands it.
Don't
Use childish or silly language.
Make jokes at anyone’s expense. ;
We are Trustworthy
Gaming can be light-hearted, but it can also be serious business.
Many of our users require anonymity and privacy online, and they need to trust that we support them in achieving that.
Do
Be supportive and understanding.
Keep it serious when it’s a serious situation.
Don't
Assume familiarity.
Be flippant about security.
We are Human
Always approach customers like you’re about to start a conversation with them. Be understanding, direct and clear.
Natural, empathetic and inclusive – with words like ‘we’, ‘our’ etc. – are our hallmarks.
Do
Keep it simple.
Make it conversational.
Don't
Assume familiarity.
Be flippant about security.
A companion is a familiar and helpful person with whom you have a bond. Our current relationship with gamers is friendly and fun, and we want to keep it that way.
We’re the gaming buddy, the person who helps them level up, the grinding partner. We understand their problems, we know the language, and we know how to help.
Do
Reference pop culture and use memes.
Pepper in emojis.
Don't
Use too many references.
Use business language.
A player is someone who’s involved and influential in an area or activity. We know why gamblers use paysafecard, and we support their quest for anonymity and privacy.
It’s their money, and we don’t need to know how they spend it. But we do want to help them remain safe and secure.
Do
Be realistic and offer advice.
Make the occasional in-joke.
Don't
Be nosey or overly familiar.
Get in the way of their play.
An enabler is someone who makes something possible. We’re an enabler because we help people pay and play online, easily and anonymously.
We take on a supportive role without asking too many questions.We’re helping our customers enter a world of play safely and securely.
Do
Use encouraging, conversational language.
Be supportive and offer help.
Don't
Go overboard explaining things in details.
Put blockers in front of our customers.
The details
Language
paysafecard is a global brand, and we speak primarily in English. We aim to speak English where possible, but we’re flexible and can switch to other languages where required.We want to establish a friendly tone of voice so we always use informal speech.
To give a German example, we are switching from the formal “Sie” to the informal “Du” when addressing customers.
This doesn’t apply to English, but there are a couple of other languages besides German where this will be implemented.
Example 1
Example 2
Example 3
Example 4
Key takeaways
We are adaptable and change our tone for each customer
We are playful, trustworthy but most importantly we are human
We are a global brand, that predominantly speaks in English