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Our philosophy centers on connecting with fans worldwide. We strive to create content that is both accessible and inclusive. When writing for a global audience, we must carefully consider translation and localisation processes.

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Write for a global audience

DICE reaches fans worldwide. Our content speaks to everyone—whether they’re in London, Toronto, or Tokyo. That means avoiding references that only make sense in one country and keeping examples globally inclusive.

Avoid pop culture references and local idioms

Every country has different media, cultural references, and cultural jokes. Steer clear of country-specific slang. A clever line that works in England may confuse people from Spain.

• Avoid pop culture references.

  ✅ DO: "You’ll find the gig for you faster than it took you to read this!”

  ❌ DON'T: “You’ll find the gig for you faster than Sherlock Holmes can!”

• Avoid local idioms.

  ✅ DO: "Fans lined up around the block for the show”.

  ❌ DON'T: “Fans queued like Brits at the chippy”.

Be cautious with humour

We love a friendly, human voice, but humour doesn’t always translate. A joke that lands in one country can be confusing or offensive elsewhere.

• Use light and friendly phrasing instead of culture-specific jokes.

  ✅ DO: "Grab tickets to any gig at face value.”

  ❌ DON'T: “Shows are so affordable, you won’t have to wait till your CRA tax returns.”

• Avoid sarcasm.

  ✅ DO: "Sorry, something went wrong on our end. Try again in a moment.”

  ❌ DON'T: “Well, that’s one way to break things! Nice job.”

Translation and localisation readiness

Many fans experience DICE in other languages. Writing in a translation-friendly style makes life easier for translators and ensures a quality experience for our fans.

Keep sentences short and clear

Short, direct sentences are easier to understand and translate. Keep one main idea per sentence if possible.

• Avoid long, multi-clause sentences.

  ✅ DO: "Send ticket to a friend.”

  ❌ DON'T: “Send your ticket to a friend and check out the payment process after.”

• Keep the subject clear.

  ✅ DO: "The app will send you a notification when it’s time to activate your ticket.”

  ❌ DON'T: “When the time comes for ticket activation, a notification will have been sent by the app.”