# voice.md

This document outlines the core communication style, tone, and patterns for People Can Fly, ensuring consistency and effectiveness across all brand touchpoints.

## Communication Style

### Overall Tone and Personality
People Can Fly communicates with a **confident, direct, and authoritative** yet **enthusiastic and passionate** tone. We are proud of our heritage, our games, and our team. Our voice is professional but never stiff, always conveying excitement for the world of game development and the experiences we create. We aim to inform, impress, and inspire.

### Key Stylistic Elements and Patterns
*   **Impactful Capitalization:** Frequent use of ALL CAPS for headlines, game titles, key announcements, and for emphasizing critical information or calls to action (e.g., "AVAILABLE NOW!", "WHO WE ARE"). This creates a strong visual and tonal impact.
*   **Concise and Direct Language:** We get straight to the point. Sentences are generally short, clear, and action-oriented, avoiding unnecessary jargon or fluff.
*   **Active Voice:** We use active verbs to convey energy and directness, highlighting who is doing what (e.g., "People Can Fly developed," not "The game was developed by People Can Fly").
*   **Bold for Emphasis:** Key phrases, statistics, and calls to action are often bolded to draw attention and reinforce importance.
*   **Declarative Statements:** We state facts and achievements with conviction.

### Vocabulary Preferences and Word Choices
*   **Industry-Specific Terms:** We confidently use terms relevant to game development (PvE, roguelite, Unreal Engine, AAA, Early Access, gamedev).
*   **Strong, Positive Adjectives:** Words like "insane," "exciting," "vibrant," "unique," "extraordinary," "dynamic," and "incredible" are preferred to describe our games, team, and culture.
*   **Action-Oriented Verbs:** "Introduce," "reveal," "launch," "create," "develop," "combine," "shape," "jump," "travel."
*   **Team & Collaboration:** Emphasize our collective strength with words like "team," "co-developed," "collaboration," "crew," "collectivity."
*   **Brand Naming:** Refer to the company formally as "PEOPLE CAN FLY" (often in all caps in headlines/announcements) and informally as "PCF."

## Content Patterns

### Common Themes and Topics
*   **Game Announcements & Updates:** New game releases, limited-time modes, major updates, and collaborations.
*   **Game Features & Genres:** Clear descriptions of gameplay mechanics, genre, and unique selling points.
*   **Company Identity & Milestones:** Celebrating anniversaries, outlining our mission, history, and global presence.
*   **Recruitment & Culture:** Showcasing career opportunities, the vibrant gamedev world at PCF, and our team-centric philosophy.
*   **Partnerships:** Highlighting collaborations with other studios and publishers.

### Structural Approaches to Content
*   **News/Blog Posts:** Feature a prominent, often ALL CAPS headline, followed by a brief, factual summary, and a clear "Read more" call to action.
*   **Marketing Sections (Homepage):** Utilize large, bold, ALL CAPS headlines for immediate impact, paired with concise, engaging descriptions and strong, direct Calls to Action.
*   **"About Us" / "Career" Sections:** Structured with clear headings, short paragraphs, and often bullet-point-like facts to present information effectively.

### Call-to-Action Styles and Patterns
Our CTAs are **direct, imperative, and highly visible**, often bolded and in ALL CAPS. They guide the audience to the next step with clear instructions.
*   "READ MORE"
*   "AVAILABLE NOW!"
*   "BUY NOW!"
*   "WATCH [TRAILER NAME]"
*   "SEE OUR STORY"
*   "CHECK OUT OUR RECRUITMENT PROCESS"
*   "JUMP INTO THE VIBRANT WORLD..."
*   "YOUR FLIGHT WITH US STARTS HERE!"

## Audience Interaction

### How the Brand Addresses its Audience
We primarily address our audience implicitly, by presenting information and invitations. While not overly conversational, our language is designed to draw the reader into our world. We focus on "we" (People Can Fly) to build a sense of collective achievement and pride, inviting the audience to be part of our journey.

### Level of Formality and Relationship Style
The relationship is one of an **industry leader and innovator** informing and inviting. It's professional and respectful, but also conveys a shared passion for gaming. We maintain a certain distance, positioning ourselves as experts and creators, rather than attempting overly casual banter.

### Engagement and Conversation Patterns
On our website, engagement is primarily driven by strong calls to action, encouraging exploration of our games, career opportunities, or company history. Direct conversational elements (e.g., asking questions) are rare on core content pages, with social media channels being the primary venue for two-way dialogue.

## Guidelines & Examples

### Do's and Don'ts for Brand Communication
**DO:**
*   Use ALL CAPS for headlines, game titles, and key announcements.
*   Be direct, concise, and impactful.
*   Highlight achievements, partnerships, and team strength.
*   Employ strong, positive adjectives related to gaming and development.
*   Use clear, imperative calls to action.
*   Show pride in People Can Fly's history and future.
*   Focus on the "what" and "why" of our games and company.

**DON'T:**
*   Use overly casual language, slang, or emojis in formal communications.
*   Be vague or use excessive jargon without context.
*   Write overly long, complex sentences.
*   Use passive voice when an active, direct statement is possible.
*   Engage in overly personal or chatty dialogue on main content pages.

### Example Phrases and Expressions that are "On-Brand"
*   "INTRODUCING SLB: DAWNBREAKERS OF RONDO, A LIMITED-TIME PvE MODE FOR PUBG: BATTLEGROUNDS."
*   "GEARS OF WAR: E-DAY LAUNCHES TODAY. PEOPLE CAN FLY CO-DEVELOPED THE GAME."
*   "WE ARE THE CREATORS OF THE MOST INSANE SHOOTERS AND ACTION GAMES ON THE PLANET."
*   "AVAILABLE NOW!" / "BUY NOW!"
*   "JUMP INTO THE VIBRANT WORLD OF PCF’S ACTION GAMES PRODUCTION AND ENJOY THE RICHNESS OF OUR PIPELINES."
*   "WE TRULY BELIEVE THAT THE TEAM IS EVERYTHING, AND MAKING GAMES IS A UNIQUE EXPERIENCE THROUGH ITS COLLECTIVITY."

### Content Types and Formats the Brand Uses
*   News announcements (game launches, updates, partnerships)
*   Game descriptions and feature highlights
*   Company "About Us" pages (history, mission, studio locations)
*   Career and recruitment content
*   Media Center updates
*   Legal and privacy documents (with a more formal, legalistic tone distinct from marketing)