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A reusable image preset for a game catalog is a recipe that turns one approved piece of source artwork into a specific output for a specific storefront slot, with its dimensions, crop, text treatment, locale, and validation rules written down so anyone can regenerate or refresh it later. It fails when it is treated as a generic “game image” setting. Storefronts such as Steam, Microsoft’s Xbox and Windows store, Meta Horizon, and Apple’s App Store each define different roles for artwork, with different sizes, text rules, and content limits. A preset therefore has to name its destination and role first, and every other rule follows from that.
Why one preset cannot serve every storefront
Catalog teams often want one master export that can be dropped into every slot. That shortcut breaks in three places. The first is geometry: a poster, a square box art image, and a wide hero banner crop the same artwork in incompatible ways, and a title placed for one can be cut off in another. The second is text: the same logo or tagline may be allowed on one surface and prohibited on another. The third is meaning: an image that works as a screenshot or hero artwork is not automatically permitted as a store capsule. Reuse is possible, but only as a deliberate decision made per destination.
The five rules
Rule 1: Name the destination and the asset role in every preset
Each preset should carry an explicit identifier that combines the platform, the asset role, and the preset version, for example steam.library_hero or xbox.poster_art with a version suffix. A generic “game image” preset cannot be validated because nobody knows which rules apply.
The platforms do not share a vocabulary. Steam separates base store capsules from library assets: the library capsule, library hero, and library logo each have their own content rules, as described in the Steamworks Graphical Asset Rules. Microsoft separates poster art, box art, and Super Hero Art, and specifies different sizes for each in its Xbox store listing guidance. Apple and Meta organize their asset types differently again, so the identifier should use the platform’s own role names, not your internal labels.
Rule 2: Encode geometry and composition as data, not as a note
A preset should store the output width and height, the file format, the fit or crop mode, the focal point, and the safe area that must stay visible. Writing these as structured fields means a crop can be checked automatically rather than eyeballed.
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- Output size and format: set per role. Microsoft’s published examples use PNG for poster art, box art, and Super Hero Art.
- Fit or crop mode: decide whether the artwork is covered, contained, or letterboxed. A contained image leaves empty space that may need a background rule.
- Focal point: the coordinates of the main subject, so the crop keeps it when the aspect ratio changes.
- Safe area: the rectangle that must not be clipped by the display surface. Meta asks that titles and focal points stay inside safe areas across surfaces, and Apple’s App Store asset best practices stress legibility and avoiding unwanted clipping.
Expected result: a poster crop that places the title in the lower third will still show it after a square crop only if the preset stores that constraint. Without it, the title is the first thing lost.
Rule 3: Make text, localization, and content policy target-specific
Text is where most catalog presets quietly break policy. Each preset should declare whether embedded text is allowed, which strings may appear, which locales need their own variant, and which claims are prohibited.
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- Steam: the Steamworks rules state that “Content on base graphical asset capsules on Steam is limited to game artwork, the game name, and any official subtitle.” Promotional text for current content goes through Artwork Overrides, which are subject to a one-month limit and require localization. The rules took effect September 1, 2022.
- Meta Horizon: branded assets must use the exact app title, with an exception for the app icon.
- Apple App Store: image text should be localized and accurate, and the guidance prohibits misleading or inappropriate claims.
Put the locale list and the text rule in the preset, not in a designer’s memory. A Japanese variant generated from an English preset should be a separate output with its own validation, not a relabelled file.
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Keep the original artwork and its metadata in a store separate from generated derivatives. Each derivative should point back to its source by an identifier, and reuse should be an explicit compatibility check.
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Platforms are moving toward managed reuse, but the automation is limited. Meta’s asset library lets creators reuse previously uploaded images across different asset types, “with automatic filtering based on compatibility.” Apple’s asset library shows where approved assets can be used. Neither makes a file copy safe: a compatible asset type can still carry text or age-rating conflicts for a new surface, so the preset should check role, text, and age suitability before reuse.
Rule 5: Version every preset and validate every output against the destination’s current rules
Record a stable preset version and the source identity with each generated file. A derivative should be traceable to the exact source file and preset version that produced it, so a team can regenerate it or find which outputs need refreshing when a platform changes its rules.
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Be precise about the status of this rule. Immutable versioning and traceability are engineering practices recommended here; none of the three platforms require a particular versioning scheme. The validation requirement, however, follows directly from their distinct rules. Check each output for:
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- dimensions and format for the specific role and device family
- title and logo content against the destination’s text rules
- age suitability, such as Steam’s requirement that artwork be PG-13 appropriate
- safe area and focal point, measured on the generated file
- localization status for every locale the preset targets
Platform differences at a glance
The table summarizes the published requirements for the platforms discussed above. Where a source does not state a value in the material reviewed, the cell says so rather than inferring one. Platform pages change, so check the live documentation before you ship.
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| Platform | Image roles named | Dimensions and format | Text and branding rules | Reuse of uploaded assets |
|---|---|---|---|---|
| Steam (Steamworks Graphical Asset Rules) | Base store capsules; library capsule, library hero, library logo | Exact sizes are set on the live Steamworks page; not restated here. Format: not stated. | Base capsules limited to game artwork, game name, and official subtitle. Promotional text via Artwork Overrides: one-month limit, localization required. Artwork must be PG-13 appropriate. | Not stated. |
| Microsoft / Xbox (Store listing guidance) | Poster art, box art, Super Hero Art, screenshots | Poster art 720×1080 (preferred 1440×2160); box art 1080×1080 (preferred 2160×2160); Super Hero Art 1920×1080 (preferred 3840×2160). PNG in the published examples. Requirements vary by device family. | Distinguishes title-bearing art from artwork-only hero art. | Not stated. |
| Meta Horizon (Asset design guidelines, updated May 11, 2026) | Branded assets across surfaces, including app icon | Not stated in the guidance reviewed. | App title must match exactly on branded assets, except the icon. Titles and focal points kept inside safe areas. | Asset library reuses uploaded images across compatible asset types, with automatic compatibility filtering. |
| Apple App Store (Asset best practices) | App Store asset sets and previews | Not stated in the guidance reviewed. | Localized, accurate image text; no misleading claims; legibility and safe areas emphasized. | Asset library shows where approved assets can be used. Templates linked for Photoshop, Figma, Pixelmator, and Sketch. |
Choosing between preset variants
When deciding whether to create a new preset or reuse an existing one, compare the destination and image role first. Then check the dimensions, format, text and logo rules, safe area behavior, localization needs, and age suitability. Two outputs with the same pixel size can carry different content policies or serve different roles, so a matching size is never enough to justify reuse.
Troubleshooting a rejected or clipped output
- Title is cut off on one surface: the safe area is missing or the focal point is wrong in that preset. Add the constraint and regenerate from the source.
- Text rejected in a storefront: the text belongs to a different role (for example, promotional copy on a base capsule). Move it to an override-style or separate asset where the platform allows it, or remove it.
- Localized version looks wrong: the locale variant was produced from the wrong source or preset version. Check the derivative’s recorded source and preset version.
- Dimensions accepted in one store but not another: the preset was reused across roles. Create a separate preset for the destination’s role rather than adjusting the file by hand.
Keeping presets current
The rules above are a method, not a fixed specification. Platform requirements, device families, and surfaces change, and the Steam rules themselves are dated to September 1, 2022. Review each preset when a storefront publishes new requirements, and regenerate affected derivatives from the recorded source and preset version rather than editing outputs directly.
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