Naming

“Fliff” is a single word, always spelled with a capital “F”. It is the brand name of both our company and our application. When referring to dedicated releases from Fliff, we ask that you capitalize them as proper nouns (e.g. “Fliff Player Props”).

Social media tags should use #fliff.

Basic Language and Terminology Guidelines

Fliff is a Social Sportsbook; we are not a Real Money Gambling (RMG) Sportsbook. We also need to ensure that we are correctly defined as a Social Sportsbook - we are not a Sweepstakes Sportsbook - though we can be considered a Social Sportsbook with the chance to win Cash Prizes for example.

Basic Language

• When we talk about gameplay, we use ‘Picks’ and not ‘Bets’ or ‘Wagers’.
• When we talk about customer spending - we use ‘Purchase’ or ‘Purchase Fliff Coins’ and ‘Redeem’ or ‘Redeem cash prizes’ and we do not use ‘Deposit’ or ‘Withdraw’ or ‘Cash out’.

• When we talk about our Products - we talk about ‘Social Sportsbook’ or ‘Play-for-fun Sportsbook’, or ‘Free-to-Play Sportsbook’. We are not a ‘Real Sportsbook’ or ‘Online Sportsbook’ as both of these terms apply to an RMG Sportsbook.
• When we talk about players purchasing Fliff Coins and Welcome Offers - we don’t use the word ‘Package’ or ‘Bundle’ as these terms can imply that you purchase Fliff Coins and Fliff Cash together - which is not the case - remembering you purchase Fliff Coins and we often give players bonus Fliff Cash for free with the purchase of Fliff Coins.
• When a player is a winner, we say ‘Redeem your winnings for cash prizes’ or ‘Redeem Cash Prizes’ and not ‘Win Real Cash’.

The key differentiation between ourselves and RMG operators and pure social gaming / virtual coin operators is our Sweepstakes play - so it is important we properly educate and introduce the customers.

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Key Points we like to make clear to customers

• We need to introduce our two types of play - Social Play (for Fliff Coins) and Promotional Play (for Fliff Cash or Sweepstakes).
• We must be clear that a customer can Purchase Fliff Coins, and then as a bonus we award free Fliff Cash with their purchase.
• Consistency Across Platforms (incl. Promotions): Make sure that every page or medium where the Fliff Cash / sweepstakes is presented or promoted includes a reference to "NO PURCHASE NECESSARY TO ENTER OR WIN," accompanied by a hyperlink to the "Official Sweepstakes Rules."

• You cannot Purchase Fliff Cash, and they do not come together as a package of Fliff Coins and Fliff Cash - we give away Fliff Cash for free as a bonus with many, but not all, Fliff Coin purchases - Fliff Cash is always free, never purchased.

• You can ALWAYS play for free - players have a range of opportunities to get free Fliff Coins including a daily login bonus - it is critical that we always talk about being able to play for free.

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Some other points

• We operate in the US with the exception of 8 states - however for ease of usage it is easiest to say that we are available in most US States. Please see https://www.getfliff.com/sweepstakes-rules for more details on state availability and sweepstakes rules.

• This doesn’t apply for localized campaigns, although for unregulated states we may want to be more explicit in our messaging that the product is available to them since they are less likely to be looking out for a sports betting type of product.
• For states with regulated online sports betting, we don’t need to draw attention to the accessibility.

• We operate an 18+ product.
• Fliff Coins should always be mentioned first when referring to Fliff Cash. For example, sign up and receive 100,000 Fliff Coins and 25.00 free Fliff Cash instead of ‘Sign up and receive 25.00 free Fliff Cash’.
• On graphics and assets when possible, we should include in fine print when possible:

Must be 18+ | No Purchase Necessary | Void Where Prohibited | See Terms of Use for Eligibility. Fliff Inc.

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Marketing Messages and USPs 

We are the only sportsbook that gives you free coins and cash daily. 

- Users like that every time they run out of coins or cash they can always play more to keep playing. No need for them to purchase more. 

- The daily aspect of the free coins & cash is also important. Users like the consistency.

- We are the closest/best alternative to real money sports betting. 

- With this we can speak directly to customers in key states such as CA, TX, and FL for example: “No sports betting in your state? Try Fliff.” 

Play-for-Fun Sportsbook with real cash prizes 

- “Play-for-fun” encompasses the social side, while cash prizes relate to the sweepstakes.

- Free-to-Play Sportsbook that awards real cash prizes 

- Among sports bettors, “free-to-play” can have a negative association because most of the time F2P games make it impossible to win a prize. 

Taglines: 

- Descriptive: The Social Sportsbook 

Types of Promotional Offers 

$XX Welcome Bonus 

- We give them the dollar equivalent of Coins + Fliff Cash, but for marketing simplicity we usually show the dollar amount and do not delve into the differences between Coins and Fliff Cash. 

- For example a “$20 Welcome Bonus” is 230,000 Coins & 20 Fliff Cash. 

XX% Match Bonus 

- Since many sports bettors think in terms of “Deposit Bonuses” but we do not have a deposit system, we can generically use “Match Bonus” to imply the same effect.

- For example, a “100% Match Bonus” on the $19.99 coin pack we offer for sale, would result in the user receiving 460,000 Coins & 40 Fliff Cash. 

“Double Your Money” Guaranteed Odds Boosts 

- We sometimes offer freebie sure-fire winners by boosting their odds to even money so that we can brand them as “Double Your Money” where money refers to both Fliff Coins and Fliff Cash. 

- For example, we could run a “Double Your Money if Tom Brady Completes a Pass”, so any user who stakes 230,000 Coins can win 230,000 Coins and likewise any user that risks 20 Fliff Cash will win 20 Fliff Cash. 

- We use “money” generically so that potential customers don’t need to understand the difference between coins and Fliff Cash to be interested in the offer. 

- Effectively this is the same as a 100% match bonus, but packaged differently.

- We sometimes offer these boosts to all of our users (with maximum risk amounts) but most frequently offer them to new users only.