Playbook

A white-label responsible gambling brand system. Designed, tested, and deployed at the same quality as the games themselves. Open source, CC0 — no licensing, no fees.

01

Brand Foundation

Playbook treats gambling as entertainment and players as competent adults. Better information, better tools, better decisions.

Full Brand Foundation
INTENT
Playbook gives players the information and tools to gamble on their own terms — making informed play feel natural, not forced.
Brand Pillars
PILLAR 1
Open
“No Fine Print”
Transparency about odds, house edge, T&Cs, and game mechanics. Make hidden information accessible.
PILLAR 2
Social
“Worth Sharing”
Content designed to travel — quizzes, myth-busters, shareable stats. If players don't share it, it doesn't scale.
Two Tiers
Tier 1 — Entertainment Literacy (95%)
  • Game mechanics & math
  • Myth-busting & odds transparency
  • Informed play tools & habits
  • Shareable, interactive content
Tier 2 — Support (5%)
  • Helpline & crisis resources
  • Self-exclusion flows
  • Session warnings & cooldowns
  • Concerned others messaging
Where Playbook Sits
Where Playbook fits in the gambling system: a matrix of stakeholders (Operators, Players, Regulators, Support Services, Researchers, Advocacy) across three response layers (Early Prevention, Operations, Treatment & Recovery), with Playbook Tier 1 highlighted as the communication layer between Operators and Players in the Operations row, and Playbook Tier 2 marked in the Treatment & Recovery row. Where Playbook fits in the gambling system: a matrix of stakeholders (Operators, Players, Regulators, Support Services, Researchers, Advocacy) across three response layers (Early Prevention, Operations, Treatment & Recovery), with Playbook Tier 1 highlighted as the communication layer between Operators and Players in the Operations row, and Playbook Tier 2 marked in the Treatment & Recovery row.
Gambling harm is a shared problem with many actors. Playbook lives in the operations layer — where Tier 1 acts as the communication channel between operators and players, and Tier 2 extends that same channel into treatment and recovery.
02

Brand Personality

Six spectrum pairs define the brand DNA. Each pair has a target zone — push toward it, never past it.

Full Personality Guide
The Personality Spectrum
Witty
Humor directed at myths, not at players
Not Preachy
Confident
Authority from knowledge, not superiority
Not Condescending
Sharp
Precise and data-driven, in plain language
Not Clinical
Engaging
Earns attention with quality, doesn't demand it
Not Nagging
Honest
States reality clearly, numbers not scare tactics
Not Alarming
Inclusive
Welcomes all players, levels, backgrounds
Not Exclusive
How Players Should Feel

Always

  • Smart — “I get how this works now”
  • Informed — “I know what I'm signing up for”
  • In control — “I have the tools to decide”
  • Entertained — “This is actually fun to learn”
  • Respected — “They trust me to make my own call”

Never

  • Ashamed — “I shouldn't be doing this”
  • Lectured — “They think I'm irresponsible”
  • Patronized — “They're talking down to me”
  • Restricted — “They're trying to stop me”
  • Pathologized — “They think I have a problem”
04

Color

Three-tone system: deep navy for trust, electric teal for action, bold orange for attention. All combinations are WCAG AA compliant.

Accessibility Standards
Core Palette
Navy
#1B2838
Primary · backgrounds, trust
Teal
#00D4AA
Action · CTAs, links, accents
Orange
#FF6B35
Attention · alerts, highlights
Surface
#F5F5FA
Light backgrounds, cards
White
#FFFFFF
Content, clean space
Extended Palette
Navy Deep
#0F1923
Navy Light
#2A3F56
Teal Dark
#00A888
Teal Bright
#33DDBB
Orange Dark
#E55A2B
Orange Light
#FF8A5C
Alert
#FFB300
Info
#2979FF
Contrast Preview — WCAG AA
Teal on Navy
AA ✓ 7.2:1
White on Navy
AA ✓ 14.5:1
Orange on Navy
AA ✓ 5.1:1
Navy on Teal
AA ✓ 7.2:1
Navy on Surface
AA ✓ 13.8:1
Navy on White
AA ✓ 14.5:1
Forbidden Combinations
✕ FAIL Orange on Teal
2.1:1 — illegible
✕ FAIL Light on Surface
1.4:1 — invisible
✕ FAIL Teal on White
2.5:1 — too faint
05

Typography

Three font families with distinct roles: authority, readability, and precision.

Typography specimen Typography specimen
Inter — Authority

Headings, UI elements, the logo wordmark. Sharp geometry at every weight.

900 BlackThe quick brown fox
800 ExtraBoldThe quick brown fox
700 BoldThe quick brown fox
600 SemiboldThe quick brown fox
400 RegularThe quick brown fox
300 LightThe quick brown fox
Type Scale
H148pxInter 900Page titles, hero headlines
H232pxInter 800Section headers
H320pxInter 700Subsections, card titles
Body16pxSource Sans 400Paragraphs, descriptions
Small14pxInter 400Captions, labels, UI
Code13pxSource Code 400Hex values, tokens, data
Micro10pxInter 700Badges, overlines, tags
Source Sans 3 — Readability

Body copy, accessible long-form communication.

Every piece of Playbook content is built on two ideas: radical transparency and social shareability. Content should inform without lecturing.

Source Code Pro — Precision

Data, hex values, code, tokens.

--color-navy: #1B2838;
--color-teal: #00D4AA;
--color-orange: #FF6B35;
--font-heading: 'Inter';
--font-body: 'Source Sans 3';
06

Icons

39 custom icons across 7 categories. 24×24 canvas, 2px primary stroke, 1px detail stroke. Pure SVG, currentColor ready.

Game Types — 8 icons
CardsCards
DiceDice
RouletteRoulette
SlotsSlots
SportsSports
LotteryLottery
TableTable
JackpotJackpot
Financial — 3 icons
DepositDeposit
WithdrawalWithdrawal
BonusBonus
Odds & Math — 4 icons
PercentagePercentage
House EdgeHouse Edge
RNGRNG
EqualEqual
Player Tools — 8 icons
TimerTimer
LimitLimit
BudgetBudget
BellBell
HistoryHistory
CheckCheck
ActivityActivity
ProfileProfile
Content & Education — 4 icons
QuizQuiz
MythMyth
FactFact
InfoInfo
Social & Sharing — 4 icons
ShareShare
ChallengeChallenge
ScoreScore
QRQR
Support & Safety — 8 icons
PhonePhone
WarningWarning
HelpHelp
ExternalExternal
PlaybookPlaybook
ShieldShield
ExclusionExclusion
PausePause
07

Photography

Candid, editorial-quality shots. Cinematic lighting, energetic mood, real player perspective. Avoid dim stock filler.

Style Direction
Cinematic lighting
✓ DO
Cinematic lighting · warm tone, directional light
Close-up cards and chips
✓ DO
Close-up detail · cards, chips, textures
Slot interface
✓ DO
Real interface · player perspective
Dim lighting example
✕ DON'T
Dim, moody · feels exclusionary
Slot filler example
✕ DON'T
Generic stock filler · no story, no context
Color Overlay Treatments

When text appears over photography, apply a brand overlay for contrast and consistency. Always maintain WCAG AA readability.

NAVY GRADIENT
Know Your Odds
The house edge is real. Here's what the math actually says.
TEAL GRADIENT
Set Your Limits
Stay in control with deposit limits, session timers, and cooldown periods.
NAVY + ORANGE ACCENT
Myth: Hot Streaks
Every spin is independent. Previous results don't change future odds.
Overlay Rules
08

Voice & Tone

Two voices, one mission. Gambling is entertainment — content should reflect that. Provide information and tools. Never tell players what to do.

Voice & Tone Guide Messaging Framework
PLAYBOOK VOICE

Confident Myth-Buster

Authentic, accessible, confident without being arrogant. For myth-busting reels, quiz hooks, odds breakdowns, community content.

"I've seen enough to know — the house always has an edge. Let me show you what it is."
SUPPORT VOICE

Warm, Direct

Confident, warm, relaxed body language. For help resources, helpline information, support pages.

"Sometimes it helps to talk. It's free and completely confidential."
Six Guiding Principles
Informed, Not Alarming
Facts, not fear. Numbers, not scare tactics.
Your Choice, Your Tools
Empower, don't lecture. Tools over rules.
Specific, Not Sloganeering
Real numbers. No vague "gamble responsibly."
Fun Is the Point
Entertainment first. Content worth sharing.
Real Talk
Direct and honest. Zero corporate-speak.
Inclusive by Default
Every player, every culture, every language.
We Say / We Don't Say
✓ WE SAY
"The house edge on this game is 5.26%. Here's what that means over 100 spins."
✕ WE DON'T SAY
"Please gamble responsibly."
✓ WE SAY
"You've been playing for 2 hours. Quick check-in — how's it going?"
✕ WE DON'T SAY
"WARNING: You have been gambling for an extended period."
✓ WE SAY
"Every spin starts fresh. Your brain sees streaks. The math doesn't."
✕ WE DON'T SAY
"Be aware that gambling can lead to addiction and financial problems."
✓ WE SAY
"Need to talk? Free, confidential, 24/7."
✕ WE DON'T SAY
"If you or someone you know has a gambling problem, call..."
Where the Voice Shows Up
Myth-Busters
Social cards, reels, stories
Quizzes & Hooks
Interactive, shareable
Odds Breakdowns
Game guides, how-to-play
Support Pages
Helpline, self-exclusion
09

Messaging

Taglines, CTAs, and player segments — the tactical toolkit for on-brand communication.

Full Messaging Framework
Tagline System
OPEN PILLAR
  • “Here's how it actually works.”
  • “No fine print. Just facts.”
  • “The odds are public. Now you know them.”
  • “Know your game. Play your way.”
SOCIAL PILLAR
  • “Share the facts. Challenge the myths.”
  • “The best players know the game.”
  • “Think you know the odds? Prove it.”
  • “Built to share. Made to play.”
Player Segments
General Players
Recreational, entertainment-focused. Lead with game intelligence and fun facts.
Young Adults (18–25)
Digital-first, social-driven. Use short-form, shareable myth-busters and quizzes.
Sports Bettors
Data-oriented, event-driven. Focus on odds literacy and bankroll tools.
At-Risk Players
Need tools, not lectures. Promote limits, session timers, and self-check features.
Help Seekers
Tier 2 voice. Warm, direct, zero humor. Helpline and self-exclusion access.
Friends & Family
Concerned others. Provide recognition signs and support resources.
CTA Library
LEARN
“See the math”
“How it works”
“Check the odds”
ACT
“Set a limit”
“Plan your session”
“Try the planner”
SHARE
“Challenge a friend”
“Share the facts”
“Test your Game IQ”
SUPPORT
“Need to talk?”
“Take a break”
“Free & confidential”
10

Cultural Adaptation

Five dimensions adapt how the voice speaks. They never change what it stands for. Toggle each dimension to see the voice shift in real time.

Cultural Adaptation Guide
Voice
Peer Authority Elder
Framing
Individual Communal
Humor
Irreverent Warm Understated Minimal
Directness
Blunt Diplomatic Contextual
Comfort
Open Reserved Private
House Edge
Session Reminder
Helpline
Language Adaptation

Same card, four languages. Visual identity holds — the language and cultural framing shift.

MYTH VS. MATH
“I'm on a hot streak”
Every spin, hand, and roll is statistically independent. Your brain sees patterns. The math doesn't.
0%
chance past results
affect the next spin
Free support 24/7: 1-800-522-4700
21+ to gamble
PlayBOOK
Open
MITO VS. MATEMÁTICAS
“Estoy en racha”
Cada jugada empieza de cero. Tu cerebro ve patrones. Las matemáticas no.
0%
posibilidad de que jugadas
pasadas cambien la siguiente
Ayuda 24/7: 1-800-522-4700
21+ para apostar
PlayBOOK
Open
الخرافة مقابل الرياضيات
“حظي ماشي”
كل لعبة تبدأ من الصفر. عقلك يشوف تكرار. الأرقام لا.
0%
فرصة أن اللعبة السابقة
تغيّر اللي بعدها
دعم مجاني 24/7: 800 2365
21+ للمشاركة
PlayBOOK
Open
误区 对 数学
“我运气正旺”
每次旋转都从零开始。你的大脑看到规律，数学不这样看。
0%
上次的结果影响
下次旋转的可能性
全天支持 24/7: 2823 0101
21岁以上方可参与
PlayBOOK
Open

Four languages, one visual system. Layout, color, typography hierarchy, and brand mark stay identical. The Arabic card flips to RTL. Helpline numbers localize per jurisdiction.

217 messages with 1,254 variants across 5 dimensions — ready to deploy, culturally adapted, research-backed.
11

Campaign Library

Deployment-ready collateral: campaign cards, posters, signage, emails, player tools, and how-to-play guides.

Application Guidelines
No collateral in this category.
Myth-Busting & Education Cards
Hot Streak
Hot Streak Myth
Due for Win
Due for Win Myth
Lucky Machine
Lucky Machine Myth
House Edge
House Edge
Sports Betting
Sports Betting
Bonus Wagering
Bonus Wagering
Social & Stories
Story: Hot Streak
Story — Hot Streak
Story: House Edge
Story — House Edge
Story: Sports
Story — Sports
Posters & Signage
Know Your Game
Know Your Game
No Fine Print
No Fine Print
Game IQ
Game IQ
Entrance Sign
Entrance Sign
Floor Sign
Floor Sign
ATM Sign
ATM Sign
Restroom Sign
Restroom Sign
Staff Sign
Staff Sign
How-to-Play Guides
Blackjack
Blackjack
Roulette
Roulette
Slots
Slots
Craps
Craps
Baccarat
Baccarat
Sports
Sports
Video Poker
Video Poker
Odds Comparison
Odds Comparison
Email Templates
Welcome
Welcome
Deposit
Deposit
Monthly
Monthly
Reactivation
Reactivation
Support
Support
Player Controls & Support
Self-Exclusion
Self-Exclusion
Session Summary
Session Summary
Cooldown
Cooldown
Limit Reached
Limit Reached
Support Page
Support Page
Helpline Card
Helpline Card
Print & Display
Brochure Cover
Brochure Cover
Brochure Trifold
Brochure Trifold
Landscape Display
Landscape Display
Portrait Display
Portrait Display
Table Tent
Table Tent
Rack Card
Rack Card
12

Start Building.

Four steps from fork to launch. No licensing, no fees, no permission needed.

Governance & Maintenance
01

Fork the Repo

Clone the Playbook repository to your own GitHub.

02

Edit _brand.yml

Set your colors, fonts, logo, and program name.

03

Customize Messaging

Adapt taglines and copy for your market.

04

Design & Deploy

Generate collateral and launch across channels.

CONFIGURATOR

Try It Live

Preview your brand in the Playbook configurator — set colors, upload your logo, and see instant results.

Open Configurator
OPEN SOURCE

View on GitHub

CC0 Public Domain. Fork, modify, deploy — no attribution required. Community maintained.

GitHub Repo
1-800-522-4700
National Council on Problem Gambling — 24/7, free, confidential
13

Quick Reference

Screenshot this. Print it. Pin it to your wall.

Colors

Navy #1B2838 · Teal #00D4AA · Orange #FF6B35

Typography

Inter — headings, UI, logo
Source Sans 3 — body text
Source Code Pro — data, tokens

Voice

Playbook: Confident myth-buster. Inform, don't lecture.
Support: Warm, direct. Free, confidential help.

Links

Brand Configurator
GitHub Repository
Playbook Home