How to choose an advergame agency

To choose an advergame agency, five things matter: games already created, with links to try them out, the ability to work with data, coverage of the entire project from concept to campaign, realistic delivery times, and the transparency of the quote. The Italian market is small and the differences between suppliers are large: this list serves to ask the right questions before signing.

1. Have them send you the games and try them from your phone

An advergame agency's portfolio is evaluated with your hands: have them send you the links to the games they have created and play them on your phone, because that is where your audience will play. A presentation video hides the flaws that a real game shows immediately: slow loading, imprecise controls, graphics that break on small screens.

2. Verify what happens to the data

An advergame without data is a toy. The agency must tell you beforehand what it will measure (unique players, playing time, contacts collected, return rate), how it will show it to you (a dashboard, a report), and who owns the data collected at the end of the campaign — the right answer is: yours.

3. Check the scope of the project

There are many skills involved: game design, development, graphics, prize management and legal aspects of contests, hosting, support during the campaign. Ask what is included and what is not. An agency that only does development leaves you on your own precisely during the weeks when the game is online and problems need to be solved on the same day.

4. Ask for timelines based on your campaign calendar

The date that matters is your campaign date: the trade show, the launch, the season. Ask for realistic delivery times for the format you need and what happens if a change is needed during the campaign. A serious supplier distinguishes the timelines of a ready-made, customized game (days) from those of a bespoke development (weeks): anyone who promises everything immediately on both fronts is promising too much.

5. Verify that the quotes are actually comparable

Before looking at the figure, look at the scope: two quotes with the same final number can contain different projects. Items to look for: customization or development from scratch, data and privacy management, prizes and contest mechanics, hosting and support, final report. If an item is not there, ask for it in writing.

Questions to ask at the first meeting

• Can I play three games you have created, on my phone, right now?

• What data does the game collect and who sees it during the campaign?

• Who monitors the game when it is online — and with what response times?

• What is included in the quote and what is extra?

• Have you already worked with brands in my industry or with goals similar to mine?

Frequently Asked Questions

Is it better to choose an agency specialized in games or my communication agency?

They are complementary roles: the communication agency knows your strategy, while the advergame agency knows how to build the game. The best projects are born when the two work together; the mistake is asking for a video game from someone who has never developed one.

How do I know if the games in the portfolio are actually theirs?

Ask for their exact role in the project: concept, design, development, or just distribution. A serious provider will tell you without beating around the bush.

Does it make sense to start with a small project?

Yes, and it is often the smartest choice: a ready-made, customized game for a limited campaign shows how the supplier works — data, support, respecting deadlines — before investing in a bespoke project.