Shopify Video Game Product Schema — gamePlatform, ESRB/PEGI Ratings & PC Game JSON-LD

VideoGame @type: Why It Beats Product for Game Listings

Schema.org's VideoGame type extends both SoftwareApplication and CreativeWork, inheriting a vocabulary specifically designed for game products. It adds properties that Product cannot express: gamePlatform, genre, contentRating, gameEdition, numberOfPlayers, gamingPlatform, and playMode. These are the exact filters AI shopping agents apply when matching game queries.

The difference in query coverage is substantial. A game listed as Product with platform mentioned only in the description will match generic "video games" searches. A game listed as VideoGame with gamePlatform: "Nintendo Switch" and contentRating: "ESRB E10+" will match "Nintendo Switch games for 10-year-olds," "family-friendly Switch games," and "E10+ games Nintendo Switch" — queries that represent high-purchase-intent searches from parents buying for specific children.

VideoGame @type key properties

ESRB Rating System: North America

The Entertainment Software Rating Board (ESRB) assigns age and content ratings to video games sold in the US and Canada. Include the full ESRB rating in the contentRating property, using the format "ESRB [rating code]". Add content descriptors as a second contentRating value for granular content signal.

For PEGI ratings (EU/UK): use "PEGI 3", "PEGI 7", "PEGI 12", "PEGI 16", "PEGI 18". For a game sold in both North American and European markets, include both ratings as an array: "contentRating": ["ESRB T", "PEGI 16"]. AI agents serving regional queries will apply the appropriate rating system based on the user's locale.

Full VideoGame JSON-LD Example: Physical Console Game

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "VideoGame",
  "name": "Starfall Chronicles — Collector's Edition",
  "description": "An epic open-world action RPG set across five distinct alien biomes. Features 80+ hours of main campaign, fully voiced companion system, and optional 4-player co-op online mode. Collector's Edition includes game disc, 200-page art book, and official soundtrack.",
  "url": "https://example.com/products/starfall-chronicles-collectors-edition",
  "sku": "GAME-SFC-CE-PS5",
  "gamePlatform": "PlayStation 5",
  "genre": ["Action role-playing game", "Open world", "Science fiction"],
  "contentRating": ["ESRB T", "PEGI 12"],
  "gameEdition": "Collector's Edition",
  "playMode": ["https://schema.org/SinglePlayer", "https://schema.org/CoOp"],
  "numberOfPlayers": {
    "@type": "QuantitativeValue",
    "minValue": 1,
    "maxValue": 4
  },
  "applicationCategory": "Game",
  "datePublished": "2025-11-15",
  "director": {
    "@type": "Person",
    "name": "Maya Chen"
  },
  "publisher": {
    "@type": "Organization",
    "name": "Nexus Game Studios"
  },
  "copyrightHolder": {
    "@type": "Organization",
    "name": "Nexus Game Studios"
  },
  "image": {
    "@type": "ImageObject",
    "contentUrl": "https://cdn.shopify.com/…/starfall-chronicles-box.jpg",
    "description": "Starfall Chronicles Collector's Edition box art for PlayStation 5",
    "representativeOfPage": true
  },
  "offers": {
    "@type": "Offer",
    "price": "89.99",
    "priceCurrency": "USD",
    "availability": "https://schema.org/InStock",
    "url": "https://example.com/products/starfall-chronicles-collectors-edition",
    "condition": "https://schema.org/NewCondition"
  }
}
</script>

PC Game Pattern: operatingSystem and downloadUrl

PC games sold as digital codes on Shopify need additional properties to signal platform compatibility and redemption instructions. Use operatingSystem (inherited from SoftwareApplication) for Windows/macOS/Linux compatibility, and downloadUrl or the Offer description for platform redemption links.

{
  "@context": "https://schema.org",
  "@type": "VideoGame",
  "name": "Starfall Chronicles — PC Steam Key",
  "description": "Steam activation key for Starfall Chronicles on PC/Mac. Requires Steam client. Delivered via email within 5 minutes of purchase.",
  "gamePlatform": "PC",
  "operatingSystem": "Windows 10 or later / macOS 12 Monterey or later",
  "applicationCategory": "Game",
  "genre": ["Action role-playing game", "Open world"],
  "contentRating": ["ESRB T"],
  "softwareRequirements": "Steam client, 85 GB storage, NVIDIA RTX 2060 or equivalent",
  "downloadUrl": "https://store.steampowered.com/app/XXXXX",
  "offers": {
    "@type": "Offer",
    "price": "59.99",
    "priceCurrency": "USD",
    "availability": "https://schema.org/InStock",
    "deliveryMethod": "https://schema.org/DeliveryModeDirectDownload",
    "description": "Steam activation key. Redeemable on Steam only. Activation instructions emailed after purchase.",
    "url": "https://example.com/products/starfall-chronicles-pc-key"
  }
}

The deliveryMethod: "DeliveryModeDirectDownload" on the Offer signals digital delivery, distinguishing this from a physical disc. AI shopping agents filter by delivery method for queries like "buy Steam games online" or "digital PS5 game codes." For physical vs. digital edition comparisons on the same page, use a ProductGroup with two variants distinguished by an additionalProperty with name "Format" and values "Physical" and "Digital".

DLC and Expansion Packs: isPartOf Pattern

Downloadable content, expansion packs, and season passes are VideoGame entities that require the base game. The isPartOf property links the DLC to the base game, enabling AI agents to answer "what DLC is available for [game]?" and to warn buyers that the base game is required.

{
  "@context": "https://schema.org",
  "@type": "VideoGame",
  "name": "Starfall Chronicles: The Void Expansion — DLC",
  "description": "Major story expansion for Starfall Chronicles. Adds 20+ hours of new campaign, 3 new biomes, and 2 new playable characters. Requires Starfall Chronicles base game.",
  "gamePlatform": "PlayStation 5",
  "genre": ["Action role-playing game", "Expansion pack"],
  "applicationCategory": "GameAddOn",
  "contentRating": ["ESRB T"],
  "isPartOf": {
    "@type": "VideoGame",
    "name": "Starfall Chronicles",
    "url": "https://example.com/products/starfall-chronicles-ps5",
    "gamePlatform": "PlayStation 5"
  },
  "offers": {
    "@type": "Offer",
    "price": "29.99",
    "priceCurrency": "USD",
    "availability": "https://schema.org/InStock",
    "description": "Requires Starfall Chronicles base game (sold separately). Digital code for PlayStation Store."
  }
}

Dawn Liquid Snippet: VideoGame JSON-LD from Metafields

Save as snippets/video-game-schema.liquid. Renders from your product template for products tagged with "video-game". Uses a game.* metafield namespace for all game-specific properties.

{% comment %} video-game-schema.liquid — VideoGame JSON-LD from game.* metafields {% endcomment %}
{% if product.tags contains 'video-game' %}

{% assign g_platform    = product.metafields.game.platform %}
{% assign g_esrb        = product.metafields.game.esrb_rating %}
{% assign g_pegi        = product.metafields.game.pegi_rating %}
{% assign g_genre       = product.metafields.game.genre %}
{% assign g_edition     = product.metafields.game.edition %}
{% assign g_players_min = product.metafields.game.players_min | default: 1 %}
{% assign g_players_max = product.metafields.game.players_max | default: 1 %}
{% assign g_release     = product.metafields.game.release_date %}
{% assign g_publisher   = product.metafields.game.publisher %}
{% assign g_is_dlc      = product.metafields.game.is_dlc %}
{% assign g_base_game   = product.metafields.game.base_game_title %}
{% assign g_base_url    = product.metafields.game.base_game_url %}

{% assign g_content_ratings = '' %}
{% if g_esrb != blank %}{% assign g_content_ratings = 'ESRB ' | append: g_esrb %}{% endif %}
{% if g_pegi != blank %}
  {% unless g_content_ratings == '' %}{% assign g_content_ratings = g_content_ratings | append: '|' %}{% endunless %}
  {% assign g_content_ratings = g_content_ratings | append: 'PEGI ' | append: g_pegi %}
{% endif %}

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "VideoGame",
  "name": {{ product.title | json }},
  "description": {{ product.description | strip_html | truncatewords: 60 | json }},
  "url": "{{ shop.url }}{{ product.url }}",
  "sku": {{ product.selected_or_first_available_variant.sku | json }}
  {% if g_platform != blank %},"gamePlatform": {{ g_platform | json }}{% endif %}
  {% if g_genre != blank %},"genre": {{ g_genre | json }}{% endif %}
  {% if g_edition != blank %},"gameEdition": {{ g_edition | json }}{% endif %}
  {% if g_release != blank %},"datePublished": {{ g_release | json }}{% endif %}
  {% if g_publisher != blank %},"publisher": { "@type": "Organization", "name": {{ g_publisher | json }} }{% endif %}
  {% unless g_content_ratings == '' %}
  ,"contentRating": {% assign cr_parts = g_content_ratings | split: '|' %}{% if cr_parts.size == 1 %}{{ cr_parts[0] | json }}{% else %}{{ cr_parts | json }}{% endif %}
  {% endunless %}
  {% if g_players_max > 1 %}
  ,"numberOfPlayers": { "@type": "QuantitativeValue", "minValue": {{ g_players_min }}, "maxValue": {{ g_players_max }} }
  {% endif %}
  {% if g_is_dlc == true or g_is_dlc == 'true' %}
  ,"applicationCategory": "GameAddOn"
  {% if g_base_game != blank %}
  ,"isPartOf": { "@type": "VideoGame", "name": {{ g_base_game | json }}, "url": {{ g_base_url | json }} }
  {% endif %}
  {% endif %}
  ,"offers": {
    "@type": "Offer",
    "price": {{ product.selected_or_first_available_variant.price | money_without_currency | json }},
    "priceCurrency": {{ cart.currency.iso_code | json }},
    "availability": {% if product.available %}"https://schema.org/InStock"{% else %}"https://schema.org/OutOfStock"{% endif %},
    "condition": "https://schema.org/NewCondition",
    "url": "{{ shop.url }}{{ product.url }}"
  }
}
</script>
{% endif %}

game.* metafield namespace

5 Common VideoGame Schema Mistakes on Shopify

Related Resources

• Shopify Software Application Schema
• Shopify Digital Product Delivery Schema
• Shopify Subscription Products & AI Agents
• Shopify ProductGroup & Variant Schema
• Shopify Age Verification Structured Data
• CatalogScan Blog — AI Shopping Agent Optimization