<aside> 💡
DICE’s fan-first philosophy influences all the content we write. But beyond tone and ideals, we remember the fact that consistent writing creates a better experience for the entire DICE community of fans. These guidelines make sure our content maintains quality across all platforms while properly reflecting our core brand values.
</aside>
Our content should be accessible and respectful to all audiences, regardless of gender, cultural background, or musical preferences.
Always use inclusive language that doesn't assume gender or reinforce stereotypes. Writing directly to fans with a second-person “you” voice helps, as you’re never gendering your reader. When the situation does call for using pronouns, stick with they/them.
✅ DO: Once you've followed your friends, you can also transfer tickets to them.
❌ DON'T: Once you've followed a friend, you can also transfer tickets to him or her.
✅ DO: You can follow your friends for recommendations of shows you might both enjoy.
❌ DON'T: Users can follow their friends for recommendations of shows they might both enjoy.
Use gender-neutral terms for roles.
✅ DO: Hey fans,
❌ DON'T: Hey guys,
Show respect for diverse cultural backgrounds and avoid assumptions about cultural celebrations or traditions.
✅ DO: Find events happening in your area with notifications and relevant shows appearing in your home feed.
❌ DON'T: Our top Christmas picks for December!
✅ DO: From emerging artists on the brink of greatness to the world's most legendary bands, you can find your crowd tonight on DICE.
❌ DON'T: Discover exotic sounds from around the world.
Music genres should be described with straightforward and respectful language. It’s not our job to associate genres with cultures or make any presumptions. Respect the music and its community by properly describing genres.
✅ DO: "Hip-hop artists featured this month"
❌ DON'T: "Urban music selection"
The DICE tone stays fan-first while adapting to different mediums like help topics, app copy, blog content, and B2B docs.