What Grafia does

Grafia is a two-person web marketing agency that designs and develops custom promotional games — including instant-winner games, contest games (jeux concours), Facebook games, and full gaming portal sites — for enterprise brand clients. Founded in 2008 and operated by Guido Braak (developer) and Ophelie Dubern (marketing), the company is legally domiciled in the Netherlands as Grafia Holding NL BV and operates from near Bordeaux, France. The agency's client base spans cosmetics (Clarins, with multiple repeat engagements), luxury (Moët & Chandon, owned by LVMH), e-commerce (Cdiscount), food and beverage (Saint Agaûne, Côte d'Or, IGESA), retail (Beaba, HappyBee), and government/tourism (Conseil général des Ardennes, Planète Végétal). Grafia operates sub-brands outside its core agency business: Souk Enchères (an auction platform), Miss Test (product testing), and Miss Echantillons (free samples).

Grafia's core technology stack is Flash, HTML5, PHP, MySQL, NodeJS, FBML, and JavaScript, with a clear portfolio shift from Flash toward HTML5 mobile to support cross-device deployment. Each game is built as a bespoke project following a four-phase methodology (elaboration, validation, realization, finalization), with a real-time statistics dashboard that tracks visitor origin, engagement, loyalty rates, and participant demographics. Game mechanics include scratch cards, spinning wheels, slot machines, memory games, puzzle games, Tetris-style play, and first-person shooters, deployed across client websites, Facebook pages, and mobile browsers, with multi-language and multi-country capabilities for brands like Clarins and Moët & Chandon.

The revenue model is professional services on a project-based, quote-based pricing model with no public pricing. Distribution is direct B2B sales through website contact forms and phone outreach, with no external investors, no funding rounds, and no parent company evidenced in the source data — the business is bootstrapped and founder-controlled. Operating geographies are Western Europe, with global deployment capability claimed for individual client campaigns.

Name

Grafia

Legal name

Grafia Holding NL BV

Website

https://grafia.fr

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

1–10 employees

Short description

Grafia is a two-person French web marketing agency that designs custom promotional games — instant-winner, contest, and Facebook games — for enterprise brand clients, with notable work for Clarins, Moët & Chandon, and Cdiscount.

Ownership category

akta.pro rank

Product category

Digital Marketing and Promotional Game Services

NAICS

Advertising Agencies (54181)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

Brand Activations & Experiential Campaign Design (MPAAAGAA)

akta.pro secondary industries

Digital Creative & Experience Design Agencies (Web/App/UX) (MPAAAAAD), Creative & Brand Campaign Development (BPAFAAAB)

Keywords

• Promotional game development
• Facebook game creation
• Web marketing agency
• Contest game design
• Instant winner games

Headquarters

HQ city

Le Haillan

HQ country

France

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales

Revenue model

1. Promotional Game Creation Services: Project-based agency fees for creating custom promotional games including contest games, Facebook games, Flash games, and instant winner games for brand clients
2. Game Site Platforms: Creation of dedicated gaming sites with free and paid gameplay models, VIP sections with purchased game plays

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Grafia is a web marketing agency that designs and develops tailor-made promotional games, contest games, instant winner games, and Facebook games for brand clients. The agency creates custom interactive marketing campaigns using Flash, HTML5, and Facebook integration technologies, delivered as bespoke projects across web and mobile platforms.

Product overview

Grafia is a web marketing agency specializing in promotional game creation for online marketing campaigns. The company operates as a single unified offering with multiple game types and delivery formats rather than a modular platform architecture. Core services include custom promotional games (Jeux Promotionnels), Facebook games, instant winner games, contest games, skill games, and full gaming portal sites. The company creates tailored games for clients including Clarins, Cdiscount, Moët & Chandon, IGESA, Planète Végétal, and others. Each game is custom-developed using Flash or HTML5 technologies and includes administrative tools with real-time statistics dashboards. The company also develops standalone gaming portal platforms like Roue des Cadeaux and Tony Cash featuring multiple integrated game types with player accounts and point systems.

Differentiator

Problem solved

Functional benefit

Brands

• Souk Enchères: Online auction platform (morocco.soukencheres.com)
• Miss Test
• Miss Echantillons

Products and services

• Promotional Games (Jeux Promotionnels) Custom promotional games created to generate engagement around products, brands, or services. Includes instant winner games, skill-based games, and contest games built using Flash or HTML5 for web and mobile platforms. Intended for brand marketers seeking interactive engagement campaigns.
• Facebook Games (Jeu Facebook) Games developed for Facebook platform integration, enabling brand promotion, fan acquisition, and customer data collection through social gaming experiences accessible via Facebook pages and mobile devices. Built for brands seeking viral reach and social community building.
• Custom Games (Jeu sur Mesure) Fully customized game development tailored to specific client requirements, including graphic design, game mechanics, marketing strategy, and full administrative support with real-time statistics tracking. Built for brands requiring unique game experiences aligned with specific campaign goals.
• Contest Games (Jeux Concours) Competition-based games with prize drawings and promotional themes tied to holidays or events. Features include lottery draws, quizzes, and prize giveaways to drive customer engagement. Designed for brands running seasonal campaigns and lead generation initiatives.
• Instant Winner Games (Instant Gagnant) Mini-games using predefined winning time slots that immediately display Gagné/Perdu (Won/Lost) results. Includes scratch cards, spinning wheels, and jackpot games designed for high player attraction and traffic generation. Built for brands seeking immediate engagement and lead capture.
• Game Portal Sites (Site de Jeux) Full gaming portal websites hosting multiple free-to-play games. Includes player account management, point accumulation systems, free daily plays, premium VIP games, and reward redemption shops. Designed for brands seeking ongoing engagement platforms rather than one-off campaigns.

Quantifiable outcome

• Weekly winners featured in leaderboard systems driving ongoing engagement
• +2 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Arkadium: Arkadium is a leading publisher of branded games and interactive content for major publishers and brands. Its work on games for media and brand engagement overlaps directly with Grafia's custom promotional game services.
• Qualifio: Qualifio is a SaaS platform for interactive marketing campaigns, contests, quizzes, and games. It is directly comparable to Grafia as both serve brands seeking engagement-driven campaigns with lead capture, leaderboards, and prize mechanics, though Qualifio operates in a productized platform model.
• Drimify: Drimify is a French-based gamification platform offering branded mini-games, contests, scratch cards, and instant win mechanics for marketing campaigns. It overlaps directly with Grafia's promotional game offering and serves similar European brand clients.
• Smartico: Smartico is a gamification and loyalty platform enabling brands to deploy mini-games, challenges, and reward mechanics. It competes with Grafia in the brand engagement and gamification space, though more productized.

Broad incumbents

• Publicis Luxe: Publicis Luxe is the Publicis group network serving luxury and premium brands (including LVMH portfolio) with creative and digital activations. It is a broad incumbent in the same client verticals as Grafia, particularly Moët & Chandon and Clarins.
• Havas Play: Havas Play is the experiential and entertainment marketing arm of Havas, building brand experiences, games, and interactive campaigns for major global advertisers. It provides a larger-scale alternative to Grafia for brands seeking gamified activations.

Emerging players

• Snipp Interactive: Snipp builds promotional and loyalty programs with contest mechanics, instant wins, and gamified campaigns for CPG and retail brands. Its offering overlaps with Grafia's promotional game services for brand-led acquisition.
• Antavo: Antavo is a loyalty program platform with gamification features including challenges, quizzes, and reward mechanics. It intersects with Grafia's lead generation through interactive campaigns and serves similar premium brand clients.

Regional players

• La Chose: La Chose is a French independent creative agency serving premium and consumer brands with digital campaigns and activations. It is a regional comparable in the French market with similar boutique positioning and premium client base.
• Wedig IT: Wedig IT is a French digital agency offering custom promotional games and interactive marketing campaigns. It is a regional peer with comparable offerings in the French market where Grafia primarily operates.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Grafia