How to write a brief for an AR, VR or gamification project
a good brief answers ten questions: what you want to achieve, for whom, where and when it will be used, what content and resources you have, what constraints exist, what timescales and budget you are working with, how success will be measured and who decides. It does not need to be long or technical: it needs to be clear.
What it is for
- So that agencies understand the problem and propose tailored solutions.
- Obtain comparable quotes.
- Align marketing, sales, IT and management internally.
- Avoid deviations and scope changes.
Brief template
1. Company and product context
- Who you are, what you sell, what sets you apart.
- Current situation and challenges.
- Relevant previous projects.
2. Project objective
- What you want to achieve (sales, leads, training, awareness, savings).
- Main objective and secondary objectives.
- What would happen if you do not do it (urgency of the problem).
3. Target audience
- Profile (age, sector, role, digital habits).
- Level of familiarity with the technology.
- Languages and markets.
- Accessibility needs.
4. Touchpoint and context of use
- Where the experience will be lived (shop, trade fair, website, home, plant).
- Device available (user's mobile, headset, screen).
- Expected duration of the experience.
- Environmental conditions (light, noise, connectivity).
5. Ideas, references and creative constraints
- Examples you like (and why).
- Brand tone and limits.
- Mandatory or prohibited elements.
6. Content and resources available
- 3D models, CAD, photographs, videos, texts, brand.
- Data or systems to integrate.
- Internal team that will take part.
7. Technical requirements
- Platforms and browsers.
- Integrations (CRM, shop, LMS, analytics).
- Security and privacy requirements.
- Hardware already available.
8. Timescales
- Launch date and reason (trade fair, campaign, event).
- Key milestones.
- Approval schedule.
9. Budget
- Available range or ceiling (sharing it helps to tailor the proposal).
- What it includes and what it does not (hardware, promotion, staff).
- Possibilities of phases or a pilot.
10. Measurement and success
- Main KPIs and reference values.
- How the data will be collected.
- What counts as success and what will be done with the results.
11. Decision process
- Who approves and who gives an opinion.
- How and when the decision will be made.
- What you expect from the proposal (format, content, references).
Tips for an effective brief
- Tell the problem, not only the solution: leave room for creativity.
- Be honest about the budget: it avoids unworkable proposals.
- Prioritise: mark what is essential and what is desirable.
- Use a single document and a single point of contact.
- Align internally before sending.
- Ask the proposal for scope, timescales, team, risks and maintenance.
Common mistakes
- Asking for "a virtual reality experience" without explaining what it is for.
- Omitting the budget or the timescales.
- Changing the objective halfway through the project.
- Not allowing for legal or technical limitations.
- Leaving out the people who later have to approve.
Mini checklist
- [ ] Clear objective.
- [ ] Audience defined.
- [ ] Context of use.
- [ ] Content available.
- [ ] Technical and legal requirements.
- [ ] Timescales and budget.
- [ ] KPI.
- [ ] Decision-makers identified.
Key ideas
- A good brief explains the problem, the context and the limits.
- Sharing the budget and timescales improves the proposals.
- Define how success will be measured.
- Align everyone involved before sending it.
- It does not need to be technical, but clear.
Frequently asked questions
How long should it be?
Between one and four pages is usually enough.
Should I state the budget?
Recommended: it helps you receive realistic proposals.
What if I do not know which technology I need?
Say so: describe the objective and let the agency propose options.
Can the agency help me write it?
Yes; many offer an initial discovery session (*discovery*).
More guides on this topic
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What AR, VR, MR and XR mean, how they differ, which devices they use and what each one is for in business. Comparison table and examples.
How to create a business case for immersive technology
How to build a business case for an augmented reality, virtual reality or gamification project: problem, solution, costs, benefits, risks and pilot plan. With a structure.
How to decide whether your company should use AR, VR or gamification
A decision framework for whether your company should use augmented reality, virtual reality or gamification: objective, audience, touchpoint, content, budget and risk.