Skip to main content
Version: 29.1.137

Game Theme and Marketing Guidelines

General​

The Skillz platform has been serving up skill-based competitive games to players since 2012. As a developer of games for the platform it's important that you are able to both contribute to and benefit from that legacy, and that you avoid the pitfalls that can cause confusion or draw incorrect comparisons to casino and other luck-based games. For the mutual benefit of all the game developers on our platform, please follow the guidelines below to ensure your games are recognized as part of the platform, and that they are not mistaken for games of chance.

App Store Branding Best Practices​

Skillz, as a brand, represents trust for millions of players within the mobile gaming world. Recognizing the power and trustworthiness that the Skillz brand carries, we've crafted the Skillz App Branding Guidelines that include marketing assists and templatized game descriptions to help signify a game is a Skillz-powered experience. This resource is designed to assist developers like you in leveraging our established reputation. By following these guidelines, you can ensure your games not only stand out but also create a compelling first impression that encourages downloads.

You can download the guidelines in PDF format here.

Marketing and In-Game Copy​

  • Avoid naming or describing your game as any sort of casino or chance-based game (e.g. Blackjack, Poker, Roulette, Slots, etc...)
    • With written approval from Skillz, it is permissible to describe your game as being “a skill-based game inspired by” a game listed above as long as your copy makes it very clear that your game is a skill-based adaptation of the concept
  • Do not make references to betting, wagering, gambling, luck, chance, or guessing
  • Please avoid using the phrases “real money” or “RMG." We recommend using “real-world prizes” or “real prizes," instead.
  • Avoid the word “addictive”
    • Alternatives to use: engaging, enticing, captivating, challenging, fun, absorbing
  • Do not use phrases associated with casinos or check cashing establishments (e.g. ca$h, get cash fast, cash on the spot)
  • Do not use the Skillz brand in your app title or subtitle. You may reference Skillz in your app store description using the following phrases:
    • Powered by Skillz®
    • Featuring prize competitions provided by Skillz®
    • With fair competition and player-matching powered by Skillz®
    • Challenge people around the world with Skillz®, power fair, fun and meaningful competition in mobile games with leaderboards, trophies, real-world prizes, and an amazing loyalty program that rewards you for playing!
    • Skillz Random™ ensures fairness in player matching and gameplay conditions so only the most skilled competitor wins!

Marketing and In-Game Artwork / Audio​

Do not use the following imagery:

  • Betting with poker chips
  • Casino environments (interior or exterior)
  • Casino games (roulette, craps, keno, etc.)
    • Cards, dice, and felt tabletops are okay if not presented in a gambling context
  • Chance-based games (lottery, coin flips, scratchers, etc.)
  • Signs or landmarks from Las Vegas or other iconic gambling locations
  • Alcohol or other controlled substances
  • Minors under age 18
  • Pornography or sexualized imagery
  • Avoid the use of ambient casino sound effects or gambling-related voice overs

Restricted States​

We recommend including the following information about restricted states on your app store pages (you do not need to include this in your description for games.skillz.com):

  • Prize tournaments are not available in the following states: AR, CT, DE, LA, and SD. If you don't live in a real prize-enabled region, you can still play for fun with our virtual currency.

If your game is a card game, you must also list Maine and Indiana:

  • Prize tournaments are not available in the following states: AR, CT, DE, IN, LA, ME, and SD. If you don't live in a real prize-enabled region, you can still play for fun with our virtual currency.