Milan based imaginary are one of the longest established and most respected European Serious Games companies. Since its formation in 2004, imaginary has built an enviable reputation for its multi-disciplinary specialisation in the rapidly growing serious games and gamification market place. The key strengths of its multi-disciplinary team are creativity and innovation backed by solid technical competence and an understanding of the commercial potential of serious games and gamification in its 3 main chosen development areas – eHealth, Smart Cities and training where the transformational impact of these technologies and applications is now widely acknowledged. Competencies cover the design, typically carried out through participatory design methods with the target group, and development of enabling technologies and data visualisation, specifically simulation systems, Serious Games, gamified processes, virtual immersive environments and advanced interactive technologies supporting eHealth and Smart Society topics, motivation, behavioural change, patients’ empowerment and awareness building as well as training and learning. Imaginary has always been a pioneering and innovative company playing a key role in European Research: the company worked on more than 30 EU research projects as well as on many industrial commercial projects covering the whole process from user-centred design, to design and development of game-based and immersive solutions to evaluation phases. Imaginary also won several awards for their serious games in different application areas. Imaginary is continuously involved in the organization of several international events about their topics of expertise; many publications have already been produced and are regularly submitted to international conferences and magazines.