# The Brand

### Core Values

Full Fat is built on three core values: **Content, Community** and **Clarity.**

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<summary>Content</summary>

Full Fat Casino is the first to guarantee premium content and the smart players' choice for games of chance. As the recognised face of quality gaming and the world's first online casino with a premium content pledge, content is never skimmed and always full fat.

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<summary>Community</summary>

Community forms the foundation of our vision and is the rock on which we're built. The heading on our compass and inspiration for growth, the well-being and satisfaction of the Full Fat Herd are essential for mutual success.

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<summary>Clarity</summary>

Clearer waters make for calmer seas. We believe transparency and smooth operation will cultivate loyalty and an impeccable reputation. Our vision is clear; to provide a smooth, honest, and hassle-free gaming experience.

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### Full Control | The Blockchain Social Responsibility Initiative

#### Reach | Teach | Support

Supporting Full Fat, Full Control is a social responsibility and safer gambling initiative to help build socially responsible blockchain communities. Our focus begins with playing games of chance for money and high-risk blockchain trading. \
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We provide education, and support, and promote the use and development of responsible gaming and trading measures and tools. \
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You can read more about Full Control [here](https://app.console.xyz/c/fullfatcasino/pages/full-control-a-blockchain-social-responsibility-initiative).

> *"Image is everything. You don’t spare any expense to create the right image. And word of mouth is critical. Once you get a good reputation, momentum will carry you"* - Haruki Murakami
