Audience

Who we’re talking to

• Funcurrent is the place where casual gamers socialize and organize their playing time.
• A place where people can tap into great gaming experiences with a minimum of effort.
• We’re not for those people who spend 24 hours a day playing games in darkened rooms.
• We are here to help people who like to escape the stresses of their lives by grabbing a few hours’ playing time here and there.

Tone of Voice

How we talk

• So what does the idea of Flow mean for the way we communicate? It’s simply about removing barriers to understanding.
• The gaming world can be an intimidating place – with lots of horrible jargon, secret languages and cliquiness.
• We don’t like that kind of thing – we think it spoils the experience for everyone but the hardcore gaming elite.
• So to please casual gamers, there’s really just one big point to remember:
• Use ‘real life’ language, so things are easy to understand.

Tone of Voice

Things to avoid

• We want to steer away from things like: l33tspeak. Obviously.
• Flaming wars. Let’s keep things civil, please. Or Funcurrent won’t be any fun.
• in-jokes. It’s good for all users to understand what you’re talking about, not just the experts.
• gaming jargon. People will probably pick this up as they play anyway, but we don’t want to be the ones who confuse them in the first place.

Tone of Voice

Things we like

• Let’s focus on doing these things instead: Making everything as clear as possible.
• Using short words. And sentences. To create a feeling of dynamic progress.
• Keeping things concise and to the point – we want to reduce the time people spend reading so they can spend more time playing.
• Not taking ourselves too seriously – this is gaming after all. It’s supposed to be fun!
• Right – now let’s get on with the serious-yet-fun business of helping our users command armies, play cards, conquer worlds and all that.