{"doc":"ads","title":"Ads","markdown":"# Ads\n\nGamestage Ads puts up to three partner products on a game's result card after\na fan wins or finishes without losing: a shirt of the player the round was\nabout, a cap of their team, a league ball. The panel is built into Stat Attack,\nWages and the Wage Bill taster today, and adding it to your game is part of the\napproval below.\n\n**Products are in preview.** They are not available to every game. Monterosa\nswitches them on one game at a time, and a game shows nothing until it does.\n\n**Using them is subject to approval and to commercial terms agreed with\nMonterosa.** Nothing in your workspace, your manifest or Studio turns them on.\n\n**The retail partner must approve each use.** The products come from the retail partner's\ncatalogue through Monterosa's Impact.com affiliate account, and the retail partner\napproves where its products appear. A game it has not approved shows no\nproducts.\n\n## Types of ad\n\nAds come in types, and a game is switched on for each type on its own.\nProducts is the only type available. The others are planned and cannot be\nswitched on.\n\n| Type | Status |\n| --- | --- |\n| Products | In preview. Partner products from Impact.com, described on the rest of this page. |\n| Video | Planned. |\n| Betting | Planned. |\n| Lead generation | Planned. |\n\n## Ask for products on your game\n\nAsk from the command line, or from **Partner products** on the game's\nSettings tab in Stage. Both send the same request.\n\n```\ngamestage ads request the-limit --audience \"Club fans in the UK, mostly adults\" \\\n  --where \"the club app and website\" --countries \"United Kingdom\" --no-prize\n```\n\nMonterosa and the retail partner need four facts about the game:\n\n| Fact | Flag | Stage asks |\n| --- | --- | --- |\n| Who the game is for | `--audience` | Who is the game for? |\n| Where it is played | `--where` | Where is it played? |\n| The countries its fans are in | `--countries` | Which countries are its fans in? |\n| Whether it has a prize | `--prize` or `--no-prize` | Does the game have a prize? |\n\nAds in a game with a prize need agreement on their own, because the terms of a\nprize promotion can forbid them. Say so with `--prize`, and add anything else\nwith `--note`.\n\nMonterosa takes the request to the retail partner, agrees terms with you, and switches\nproducts on for the game once both are settled. Asking does not switch anything\non, and a game shows nothing until the retail partner has approved it.\n\nIf you do not want products in a game, run `gamestage ads skip <game>` or press\n**Not for this game** in Stage. Your agent then does not ask again for that\ngame. You can still ask later.\n\nIf the command or Stage cannot reach Gamestage, email\n[support@monterosa.co](mailto:support@monterosa.co?subject=Gamestage%20Ads)\nwith the same four facts and the game's id.\n\nReporting on clicks and sales is not available to creators yet, so nothing here\npromises a share of commission. That is part of the terms you agree.\n\n## Follow your request\n\n`gamestage ads status <game>` and the Stage panel say where the request is and\nwhat happens next.\n\n| Status | What it means | What happens next |\n| --- | --- | --- |\n| Requested | Monterosa has your answers. | Monterosa picks it up. Until then you can change your answers by asking again. |\n| With Monterosa | Monterosa is checking your answers. | Monterosa may email you, then takes it to the retail partner. To change an answer, email support. |\n| With the retail partner | The retail partner is deciding. | Monterosa tells you the answer and agrees commercial terms with you. |\n| Approved | Products are switched on for the game. | Fans who win, or finish without losing, see them. Use is subject to the terms you agreed. |\n| Declined | Products stay off, with the reason. | If something has changed, ask again. |\n\nStaff record every change with who made it and when.\n\n## What a fan sees\n\n| When | What happens |\n| --- | --- |\n| The fan wins | Up to three products for the round's players, team or competition. |\n| The fan finishes without winning or losing | The same, chosen for that moment. |\n| The fan loses | Nothing. The page does not ask for products at all. |\n| The round names players and no team | Each player's current club is looked up from the Premier League squads, and that club's products can show beside the player's own. A player in no squad brings no club. |\n| The round names no player or team | Nothing. |\n| Nothing passes the rules below | Nothing, and no empty panel. |\n| The request fails | Nothing. An ad never puts an error on a result card. |\n\nThe panel is marked as an ad, with a badge beside its heading, and carries a\nline saying the links are affiliate links. Each product shows its picture, name,\nprice and a button. A shirt printed for a player shows the printing first,\n\"Rice 41 · Arsenal Third Shirt 2026-27\", so the player's name is never what a\nlong name loses. A product opens on the retailer's site in a new tab.\n\nProducts are checked every night, before any fan sees them, so the panel leaves\nout what would land badly: a rival's shirt, a player who has left the club, an\nitem for children unless Monterosa allows them, anything about a new baby. The\nwhole list is under [How products are chosen](#how-products-are-chosen).\n\n## How products are chosen\n\nThese decide which products a fan sees, in the order they apply. A fixed rule\nis written in code and does the same thing every time. An AI judgment is an\nanswer from Jev, an AI model from TypeSafe, given about every product overnight\nand never while a fan waits. Monterosa staff see the same list in Stage, with\neach setting as it is now and what each did to last night's products.\n\n<!-- ads-criteria:start -->\n| When | Criterion | What it protects against | Kind | Default |\n| --- | --- | --- | --- | --- |\n| Whether anything shows | Stops every ad at once | If anything goes wrong, one switch takes every ad out of every game. | Fixed rule | Off |\n| Whether anything shows | Only games the retail partner has approved | A game shows nothing until Monterosa switches products on for it, after the retail partner approves. | Fixed rule | No game on |\n| Whether anything shows | Nothing after a loss | A fan who has just lost is never sold to. | Fixed rule | Always |\n| Whether anything shows | Only what the game is about | Products are for the players, team or competition the game names, never a guess, and never outside a scope Monterosa set. | Fixed rule | Any the game names |\n| Whether anything shows | The fan's own shop | Prices and stock come from one country's catalogue, never another country's currency. | Fixed rule | United Kingdom |\n| Every night, before any fan | Drops broken listings | A product with no link, picture or price never reaches a fan. | Fixed rule | Always |\n| Every night, before any fan | Drops another team's stock | A search for Arsenal also finds an \"Everton v Arsenal\" scarf; only the shop's own Arsenal stock is kept. | Fixed rule | Always |\n| Every night, before any fan | Drops what is out of stock | A fan is never sent to something they cannot buy. | Fixed rule | Always |\n| Every night, before any fan | Drops products we cannot name | Anything that is not recognisably a shirt, cap, collectible, gift or similar is left out, so nothing odd slips through. | Fixed rule | Always |\n| Every night, before any fan | Judges a mix, not the whole shop | Jev judges up to 40 products per team, player or competition each night, one of each type in turn, so sixty shirts never crowd out a cap. | Fixed rule | 40 per team, player or competition |\n| When a fan finishes | Nothing unjudged | A product Jev could not judge is never shown. | Fixed rule | Always |\n| When a fan finishes | Only the product types switched on | Monterosa chooses which kinds of product a game may show. | Fixed rule | All six types |\n| When a fan finishes | Keeps to a price range | Keeps expensive items off the screen of a fan who has just played a free game. | Fixed rule | No limit |\n| When a fan finishes | Caps the price on the result screen | A fan who has just played is offered what most fans buy, a replica shirt rather than a £135 authentic one. | Fixed rule | Up to £90 |\n| When a fan finishes | Drops children's products by name | Anything labelled kids, baby, junior or youth stays off unless Monterosa allows children's products. | Fixed rule | On: children's products kept off |\n| When a fan finishes | Drops last season's stock | A shirt, sticker or card set for a past season (\"24-25\", or \"Topps 2026\" in 2026-27) looks stale, though signed and framed collectibles are kept. | Fixed rule | Worked out from the date |\n| When a fan finishes | Drops wall stickers | A fan at a result screen is not shopping for a wall. | Fixed rule | Always |\n| When a fan finishes | Drops what Monterosa has blocked | Any product, player or word Monterosa blocks, each with a reason and an optional end date. | Fixed rule | Nothing blocked |\n| When a fan finishes | Drops a rival club's shirt | Catches a product filed under the right team that is really for another club's fans. | AI judgment (Jev) | Below 50% sure it is the club's |\n| When a fan finishes | Drops anything tactless | Gloating, a rival's celebration, a defeat or a sensitive event: anything that would embarrass the brand showing it. | AI judgment (Jev) | 50% sure or more |\n| When a fan finishes | Drops players who have left | A shirt printed for a player no longer in the club's squad is out of date, though signed memorabilia of a former player is kept. | AI judgment (Jev) | 50% sure or more |\n| When a fan finishes | Drops new-baby gifts | A birth card or a newborn gift is never the right thing after a game. | AI judgment (Jev) | 40% sure or more |\n| When a fan finishes | Drops what is made for children | Catches children's products the name does not give away, while children's products are off. | AI judgment (Jev) | 50% sure or more |\n| When a fan finishes | Drops what a fan would not want now | Jev scores how much a fan would want each product after that result, from 0 to 3, and anything lukewarm is left out. | AI judgment (Jev) | Below 1.5 of 3 |\n| What goes first | The game's player first | A product naming the player the game is about leads, so a fan sees their player's shirt before a mug. | Fixed rule | Always |\n| What goes first | A player brings their club | When a game names only players, their current clubs' products can show too, taken from the Premier League squads and never guessed. | Fixed rule | Always |\n| What goes first | Replica before authentic | The shirt most fans buy comes before the dearer player-cut version of the same design. | Fixed rule | Always |\n| What goes first | One of each design | The same shirt with another name on the back, or in another cut, shows once. | Fixed rule | Always |\n| What goes first | A mix on screen | One of each product type before a second of any, so three shirts never fill the panel when a cap would do, and no second at all when the round names a competition. | Fixed rule | Up to 3 products |\n| Privacy | Counted only with consent | Showing the panel is recorded only when the fan agreed to marketing and analytics, and a link never carries who the fan is. | Fixed rule | Marketing and analytics |\n<!-- ads-criteria:end -->\n\n## Change the words in Studio\n\nA producer changes every word on the panel in Studio, under **Wording**, with no\ndeploy. A game that has the panel fills these in when it deploys, and a box left\nempty keeps the game's own word. The examples below use neutral wording;\ncheck the current words in Studio before publishing.\n\n| Field | Studio label | Example wording | Where it shows |\n| --- | --- | --- | --- |\n| `label_shop_heading` | Shop heading | From the retail partner's shop | The panel's heading when its products are about more than one club or player. |\n| `label_shop_heading_subject` | Shop heading with subject | {subject} at the retail partner's shop | The panel's heading when every product is about one club or player: \"Manchester City at the retail partner's shop\". `{subject}` is filled in, and each product then shows only what it is (\"Home shirt\", \"Towel\"). Leave out `{subject}` and every product keeps its club in its name. |\n| `label_shop_badge` | Shop badge | Ad | The badge beside the heading, and the start of every product link's spoken name. Keep a word that says this is an ad. |\n| `label_shop_disclosure` | Shop disclosure | Affiliate links: we may earn a commission if you buy. | The line under the products. Keep it saying the links are affiliate links. |\n| `label_shop_button` | Shop button | View at the retail partner's shop | The button on each product. |\n| `label_shop_link_description` | Shop link description | {name}, {price}. Opens the retail partner's shop in a new tab. | What a screen reader announces for each product, after the badge: \"Ad: Arsenal Home Shirt, £75.00. Opens the retail partner's shop in a new tab.\" `{name}` and `{price}` are filled in. |\n| `label_shop_competition` | Shop competition | Premier League | Wages only. The competition whose league-wide products may show beside the players' own. A fan never reads it. |\n\nOn the Wage Bill taster the same words, less the heading with subject, are `label_taster_shop_heading`,\n`label_taster_shop_badge`, `label_taster_shop_disclosure`,\n`label_taster_shop_button`, `label_taster_shop_link_description` and\n`label_taster_shop_competition`, under **Wording**, **Taster: shop**.\n\nThe badge and the disclosure are required by advertising rules in the UK and\nthe US. Rewording them is fine; removing what they say is not.\n\n## What Monterosa controls\n\nThese are set by Monterosa staff, not in Studio or the CLI. Product types,\nprice, countries, scope, competitions and children's products can be set for\nall games at once or replaced for one game. Blocklists apply to every game.\n\n| Setting | What it does | Default |\n| --- | --- | --- |\n| On or off for the game | Whether the game shows products at all. | Off |\n| Kill switch | Stops every ad of every type in every game at once. | Off |\n| Product types | Which kinds of product may show: collectibles, shirts and jerseys, training and leisure wear, headwear, accessories, gifts. | All six |\n| Price range | A lowest and a highest price, in the catalogue's currency. | No limit |\n| Highest price on the result screen | A cap after a win or a neutral result, on top of the price range, so a fan is offered what most fans buy: a replica shirt rather than a £135 authentic one. | 90 |\n| Countries | Which catalogues may be used: United Kingdom (GBP) and United States (USD). | United Kingdom |\n| Scope | The teams, players or other subjects a game may show products for. A round about anything outside it shows nothing. | Any the round names |\n| Competitions | Which competitions products may come from. | Any |\n| Children's products | Whether items for children may show. | Off |\n| Blocklists | Products, players or words never to show, each with a reason and an optional end date. | Empty |\n\nThe rules that have no setting are in [How products are chosen](#how-products-are-chosen).\n\nThe panel cannot tell yet which country a fan is in, so every fan sees the\ngame's default country's products and prices.\n\nEvery change records who made it and when.\n\n## Privacy\n\nA click is a plain link to the retailer, opened in a new tab. The link carries\nthe game and the workspace so the sale can be attributed, and nothing that\nidentifies the fan.\n\nShowing the panel is recorded only when the fan has agreed to `marketing` in the\n[consent banner](/docs/consent), and only then if they have also agreed to\n`analytics`. There is no impression pixel.\n\nThe product pictures load from the retail partner's image server when the panel draws, so\nthat server sees the fan's IP address before any click, as any image host does.\n"}