Purpose:
To ensure every project has a clear and current creative brief that communicates the game’s vision, scope, and identity—serving as the foundation for internal alignment and onboarding of external collaborators.
What this means:
The creative brief is the single most important descriptive document for any game in development. It is the current best expression of the product we're making—covering what the game is, who it’s for, and how we want it to feel and look. This is the first thing any new contractor, team member, or stakeholder should read before starting work on the project.
Developers are expected to update the brief as needed throughout the life of the project, and should be checked at minimum every 12 weeks as part of the regular progress cycle.
RACI Roles Defined:
- Accountable The developer is accountable for ensuring the creative brief is accurate, up to date, and accessible to relevant team members and contractors.
- Responsible The developer is responsible for drafting, maintaining, and revising the brief as the game evolves. The Marketing team is responsible for the marketing elements of the brief.
- Consulted Marketing, Art Direction, and Production are consulted to refine tone, format, and configuration based on product goals and audience expectations.
Key Guidance:
The creative brief should be updated when:
- The scope of the product changes
- Key visual or thematic directions are clarified
- New collaborators are joining the team
- A progress meeting is approaching
At minimum, the creative brief should include:
- Game Overview & Theme
- Target Audience
- Unique Selling Points
- Core Gameplay & Experience
- Visual Tone & Packaging Direction
- Product Configuration
- Optional Stretch or Deluxe Features
Action Items:
- Create the initial creative brief at the start of the project using AEG’s template.
- Revisit and revise the brief before each 12-week progress meeting.
- Ensure the brief is shared with any new freelancers or contributors.
- Keep the brief stored in the shared drive (01_Documents) for easy team access.
Reminder: The creative brief is a live document. Don’t let it go stale—it’s how we align, inspire, and deliver consistently across teams.
