Of all the things I expected to be hard about building a store page, the part that's eaten the most time is a single sentence.
Every store page has one: the short line that sits near the top and has maybe two seconds to convince a stranger to keep reading. I've written thousands of words about this studio over the past months, and I could not write that one sentence. I'd draft something, read it back, and it sounded like every other game's sentence. Or it was so vague it said nothing. Or it promised something we hadn't decided to promise.
It turns out writing long is easy because you can hide in the middle. Writing short means every word has to carry weight, and you find out very quickly how much you were leaning on the surrounding paragraphs.
We ended up doing what we do with most problems: three of us writing our own versions separately, then comparing. They were wildly different. One was a bit too clever, one was too cautious, and one had a verb in it that made everyone go quiet and then say "oh, that one." We're still not done, but we've got the verb.
The capsule art has the same energy. It's a tiny rectangle that has to work at a size where most details disappear. Looking at our drafts shrunk down to thumbnail scale was humbling. Things we loved at full size turned into mush. A couple of simpler options that felt boring on the big screen suddenly looked confident when small.
What I keep noticing is how strange it feels to be making something meant to be seen by people we haven't met. For a long time everything we made was for ourselves, or for each other, and the standard was "does this feel right to us?" Now there's an imaginary person scrolling past, half-distracted, and we're trying to guess what they'd want to stop for.
I don't love guessing at strangers. But I do like that it's forcing us to be clear about what we're proud of. If we can't say it in one line, maybe we haven't decided what it is yet.
Anyway. If you spot a good verb, send it over.
— Thiago, fond of verbs and nervous about thumbnails
Posted by Thiago Moreira · November 3, 2026
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