Asset Design Guidelines

Branded assets are images, videos, and text that showcase your game for prospective users. Clean, simple, and easy-to-read branded assets are crucial to leaving a long-lasting impression on players. Assets will be displayed on both mobile and web platforms.

Facebook reserves the right to run promotions on games across its ecosystem to showcase high-quality gaming content. Your games will not be selected for promotion if your assets do not adhere to the guidance and specifications laid out in this topic.

In general, Facebook Gaming assets should:

  • Showcase the most important features of your game.
  • Communicate what your game is about, such as its genre, play style, and mood.
  • Maintain brand consistency across all asset formats and dimensions; users should be able to easily identify your game from any uploaded asset.

Sections

Text Assets

Text assets are uploaded to the Details page of the Instant Games app dashboard for your game.

Types of text assets

Title

The name of your Facebook game. This asset must use only the Latin alphabet and has a limit of 50 characters.

Publisher

The name of your developer or company. This asset must use only the Latin alphabet and has a limit of 50 characters.

Tagline

A short and memorable summary of what users can expect when they play your game. Taglines often give users the first impression of your game. This asset has a limit of 80 characters.

Short Description

Additional details about your game, including theme, game mechanics, and anything that makes your game unique. Limit this description to a maximum of three short paragraphs with bullet points that list game features. This asset has a limit of 4,000 characters.

Guidelines for text assets

  • Summarize the core function or purpose of your game in simple and concise language, highlighting any aspects that make it unique. Unique aspects might include gameplay, mechanics, player modes, social features, intellectual property, theme, setting, story, or connectivity (such as offline/online).
  • Avoid slang or jargon, unless it is language that would naturally be understood by your target users.
  • Avoid duplication of messaging across your short description, screenshots, feature graphics, and developer video. Keep in mind that these assets might be displayed side-by-side.
  • Reflect the latest state of your app or game. To reduce the number of asset updates, avoid time-sensitive copy that might become outdated quickly.
  • Avoid language that reflects or suggests performance, ranking, accolades, awards, user testimonials, price, or promotional information. For example, avoid terms like "Best", "No.1", "Top", "New", "Discount", "Sale", or "Million Downloads".
  • Avoid calls to action such as "Download now", "Install now", or "Try now". "Play now" is acceptable if it is not device-specific.
  • Avoid unnecessary keywords in an attempt to improve search results; these keywords provide a bad user experience and will not impact your game's ranking.
  • Localize your description as appropriate for different markets and languages.
  • If your short description contains multiple sentences, use full stops (".") only at the end of sentences.
  • Use spaces as needed between words, full stops ("."), commas (","), and special characters (such as "&").
  • Don't include special characters, line breaks, emojis, emoticons, or symbols (for example, ★ or ☆).
  • Do not use repeated punctuation such as "!!", "?!", "!?!", "...", "<>", "\\", "--", "***", or "+_+".
  • Use only characters that are standard for the spelling, grammar, and idiom of the language (for example, "¿", "æ", "Ø", and "¡" are allowed if they are a standard part of the language).
  • Use standard capitalization for the language. Acronyms can be written in all capitals. Do not use capitalization for emphasis.
  • Symbols that indicate intellectual property such as "©", "®", and "™" are allowed.

Image Assets

Image assets are uploaded to the Details page of the Instant Games app dashboard for your game.

Figure 1. Image assets in the Instant Games app dashboard.

Types of image assets

App Icon

A square image that represents your game on most non-promoted surfaces of Facebook Gaming. You should design your app icon to convey your game experience and attract new users.

You must provide an app icon to publish your listing in the Facebook Gaming store.

Figure 2. Example of how app icons are used.

App icons must be provided in the following formats:

  • 1024×1024px
  • 16×16px

In addition, please keep the following design guidelines in mind, as illustrated in Figure 3:

  • Centralize all important text and graphics.
  • Keep corners square and fill the space; Facebook will do any necessary cropping.
  • Keep the bottom area clear as Facebook might use overlays.
Figure 3. App icon safe zones.

Banner

A large image that is used on your game detail page in the mobile Facebook Gaming store. This asset is also used in Feed units, H-scrolls, and hero banners. Banners should be consistent with your app icon but provide greater detail, such as including more characters or displaying a wider scenic shot.

Figure 4. Square, portrait, and landscape banner formats. Note that the banner images have consistent imagery across all formats, and are not merely resized versions of the same image.

Banners must be provided in the following formats:

  • 1200×627px
  • 1920×1080px
  • 1080×1920px
  • 1080×1080px

In addition, please keep the following design guidelines in mind, as illustrated in Figure 5:

  • Centralize all important text and graphics.
  • Keep corners square and fill the space; Facebook will do any necessary cropping.
  • Keep the bottom area clear as Facebook might use overlays.
Figure 5. Banner safe zones.

Splash Image

An image that is displayed while your game is loading. This asset will be eclipsed by the Facebook Gaming loading icon.

Splash images must be provided in one or both of the following formats, depending on which formats match playable orientations of your game; if in doubt, please upload both:

  • 1920×1080px
  • 1080×1920px

Facebook will insert loading graphics and text over your splash image; you do not need to include these.

Figure 6. Example of a splash image.

Guidelines for image assets

  • Use graphics that convey game experiences and highlight the core elements of your game.
  • Use vibrant colors to build interest and excitement.
  • Avoid using pure white or dark gray; these colors might blend in with the Facebook Gaming background depending on user settings.
  • Use a similar or complementary color theme and style across your app icon, cover image, banner images, and gameplay so that users immediately associate your assets with your app and brand.
  • Localize your graphic and branding text as appropriate for different markets and languages.
  • Avoid language that reflects or suggests performance, ranking, accolades, awards, user testimonials, price, or promotional information. For example, avoid terms like "Best", "No.1", "Top", "New", "Discount", "Sale", or "Million Downloads".
  • To reduce the number of asset updates, avoid time-sensitive assets that might become outdated quickly. If you use time-sensitive content such as holiday updates, swap the assets in and out in a timely manner.
  • Don't use third-party trademarked characters or logos without proper permission.
  • Don't use images of devices; these assets become obsolete quickly and might alienate some users.
  • Don't use Facebook Gaming's or any other store’s badge or icon without approval.

Game Preview Video Assets

A game preview video asset shows the capabilities, look, feel, and experience of your game to potential players for better app discovery and decision making. This asset is used in Facebook promotions, Feed units, H-scrolls, and your game detail page.

Figure 7. Example of a game preview video with the Facebook overlay.

Game preview videos autoplay inline with muted audio for up to 30 seconds, depending on the user device, setting, network connection, and surface area. If autoplay is disabled, a play button is overlaid on the first frame of the video; for brand consistency, it is a good idea to set the first frame to an image that is similar to your banner image.

Figure 8. Example of how your assets are used in a Facebook video ad.

Game preview videos are uploaded to the first row of the Videos section on the Details page of the Instant Games app dashboard for your game. Videos must be provided in the following formats:

  • 1900×1080px
  • 1080×1900px
  • 1080×1080px
Figure 9: Video assets in the Instant Games app dashboard.

Guidelines for game preview video assets

  • Keep preview videos short and concise; we recommend a length between 15 and 30 seconds, although preview videos for hyper-casual games can be shorter.
  • Show the actual in-game experience, focusing on the core features and content within the first five to ten seconds of the video.
  • Aim for at least 70% of the video to be representative of the user experience.
  • Limit the use of title screens, logos, cutscenes, and other prerendered or promotional content.
  • When using prerendered footage, all cutscenes and graphical assets should be supportive of the actual in-game experience.
  • Do not show people interacting with a device (for example, fingers tapping on a mobile phone).
  • Although your video does not need to be professionally made, your should ensure that your video is of high production quality with a high level of polish. The pacing, visual effects, sound effects, music, transitions, and text overlays should be smooth and work seamlessly together.
  • Properly localize the video, including the UI, taglines, and audio.
  • Do not reference other platforms (such as the Apple App Store or Google Play Store).
  • Consider using text to provide context if the video is muted (for example, when the video is autoplayed). Follow these guidelines when using text in your video:
    • Because Facebook Gaming does not require downloads or installs, avoid calls to action such as "Download now", "Install now", or "Try now". "Play now" is acceptable if it is not device-specific.
    • Avoid language that reflects or suggests performance, ranking, accolades, awards, user testimonials, price, or promotional information. For example, avoid terms like "Best", "No.1", "Top", "New", "Discount", "Sale", or "Million Downloads".
    • Use readable fonts and point sizes to ensure that the text is legible.
    • Display the text long enough for the user to finish reading it.
    • To reduce the number of asset updates, avoid time-sensitive assets that might become outdated quickly. If you use time-sensitive content such as holiday updates, swap the assets in and out in a timely manner.

Gameplay Video Assets

Gameplay videos are not used to promote your game; instead, they are intended to give the user a deeper understanding of key gameplay mechanics and unique experiences within the game, or to introduce them to important characters and landscapes.

Gameplay videos are uploaded to the Videos section on the Details page of the Instant Games app dashboard for your game. Videos must be provided in the following formats:

  • 1920×1080px
  • 1080×1920px
  • 1080×1080px

Guidelines for gameplay video assets

  • Keep the length of the gameplay video below 45 seconds.
  • Videos should be entirely representative of the in-game experience.
  • You do not need a title screen, overlays, or other descriptors; however, you can use them to convey essential information to the player *such as single vs. multiplayer mode, limited time events, seasonal content, or introduction of characters).
  • Do not show people interacting with a device (for example, fingers tapping on a mobile phone).
  • Properly localize the video, including the UI, taglines, and audio.
  • Do not reference other platforms (such as the Apple App Store or Google Play Store).
  • If you choose to use text in your video, please follow these guidelines:
    • Because Facebook Gaming does not require downloads or installs, avoid calls to action such as "Download now", "Install now", or "Try now". "Play now" is acceptable if it is not device-specific.
    • Avoid language that reflects or suggests performance, ranking, accolades, awards, user testimonials, price, or promotional information. For example, avoid terms like "Best", "No.1", "Top", "New", "Discount", "Sale", or "Million Downloads".* Use readable fonts and point sizes to ensure that the text is legible.
    • Display the text long enough for the user to finish reading it.
    • To reduce the number of asset updates, avoid time-sensitive assets that might become outdated quickly. If you use time-sensitive content such as holiday updates, swap the assets in and out in a timely manner.

Screenshots

Use screenshots to convey the gameplay, look, feel, and experience of your game to potential players for better app discovery and decision making. Use screenshots to highlight the following:

  • A new feature or a feature that is unique to your game.
  • A quick summary of the idea behind your app or game.
  • Moments that you know are widely shared among your user base.
  • A surprising, informative, or fun interaction.

Guidelines for screenshots

  • Provide at least three screenshots for each playable orientation of your game. If your game is only playable in one orientation, this means that three total screenshots are acceptable.
  • Include captured footage of the game.
  • Depict the actual in-game experience: focus on the core features and content so that users can anticipate what the game experience will be like.
  • Don't show people interacting with a device (for example, fingers tapping on a mobile phone).
  • Add taglines only if necessary to convey the key characteristics of the app or game. Taglines should not take up more than 20% of the image.
  • Don't include any content that reflects or suggests performance, ranking, accolades or awards, user testimonials, or price and promotional information. For example, do not use words like 'Best', 'No. 1', 'Top', 'New', 'Discount', 'Sale' or 'Million downloads'.
  • Do not include calls to action such as "Download now", "Install now", "Try now", or "Play now".
  • Don't overload the screenshot with text in small font sizes or backgrounds that compete with the text. These will not be visible on many phone screens.
  • To reduce the number of asset updates, avoid time-sensitive assets that might become outdated quickly. If you use time-sensitive content such as holiday updates, swap the assets in and out in a timely manner.
  • Localize any taglines or text overlays as appropriate for different markets and languages. In-game UI doesn't need to be localized.
  • Don't include screenshots that are blurry, distorted, or pixelated in a way that is not an intentional aspect of your brand.
  • Don't include images that are stretched or compressed.
  • Rotate screenshots appropriately. Don't upload images upside down, sideways, or otherwise skewed.
  • Don't use third-party trademarked characters or logos without proper permission.
  • Don't use images of devices; these assets become obsolete quickly and might alienate some users.
  • Don't use Facebook Gaming's or any other store’s badge or icon without approval.