Agency RFP Questions for Game Marketing
What this page covers
Agency RFP Questions for Game Marketing
Choosing a game marketing agency often starts with a clear, focused RFP. This page highlights the types of questions you can include so you can compare agencies on the same criteria and stay aligned with your launch and growth goals.
Use these ideas as a starting point for structuring your RFP around capabilities, game experience, and ways of working. Adapt and prioritize questions to match your studio size, platforms, budget, and whether you are planning a specific campaign or long‑term support.
In brief
- Use your RFP to test both game‑specific expertise and day‑to‑day ways of working: ask about past launches, live‑ops support, platforms, and how they report and act on performance data.
- Prioritize clear, comparable questions on strategy, creative, UA, influencers, and measurement so you can line up proposals side by side and understand real trade‑offs.
- Include questions about team structure, decision‑making, tools, and communication cadence to avoid surprises once production pressure, launch windows, and live‑ops timelines ramp up.
What to do
A strong game marketing RFP is less about the number of questions and more about asking the ones that reveal how an agency actually thinks and executes. Start by framing your game, audience, platforms, and business model, then ask agencies to respond with a tailored approach rather than generic credentials or boilerplate decks.
For strategy, request a short outline of how they would position your title, phase a launch or major update, and balance brand, community, and performance marketing. For execution, ask for examples of integrated campaigns across UA, ASO, store features, influencers, and social, including budgets, channels, and results that matter for games such as ROAS, retention, and LTV.
To compare agencies fairly, standardize a few sections: team and governance, creative and production, data and reporting, and collaboration. Ask who will be on your account, their game experience, and how decisions are made when performance is off target. On creative, request examples of how they test concepts, adapt assets by platform, and localize for different regions. On data, ask which tools and attribution partners they use, how often they optimize, and what a typical weekly report looks like. Finally, include questions about communication rhythm, escalation paths, and how they handle live‑ops beats, seasonal events, and last‑minute changes that are common in game marketing.
What to keep in mind
Not every question belongs in every RFP. A small indie launch with a modest paid budget may not need deep questions about global media buying or complex multi‑market TV planning, while a large publisher running ongoing live‑ops will care less about one‑off launch stunts and more about sustained performance and content cadence. Be explicit about your scope, budget range, and timelines so agencies can answer realistically instead of overpromising.
You will also get more useful answers if you limit speculative work. Asking for full creative concepts, detailed media plans, or exhaustive market analyses in the RFP can favor agencies with more presales resources rather than those best suited to your game. Instead, request a light strategic outline, a few relevant case snapshots, and a description of their testing and optimization approach. Make clear what you will evaluate: game‑specific experience, clarity of thinking, fit with your internal team, and ability to work under the constraints you actually have.
Remember that an RFP is only one signal. Reference checks with other studios, pilot projects, and a short workshop with your shortlisted agencies often reveal more about collaboration style than written responses. Use your questions to filter to a small group that understands games, then rely on live conversations and concrete next steps to confirm whether they can support your launch, live‑ops, or portfolio over the long term.