Media Requirements

Who Should Enter
Work that leverages gaming platforms, virtual worlds, streaming ecosystems, or interactive entertainment environments as core channels for engagement.

This is NOT for:
Campaigns that target gaming audiences without meaningful integration into gaming or interactive environments.

About the Award

This award recognises excellence in experience-led marketing within gaming and interactive entertainment ecosystems. It celebrates work that authentically participates in these environments, creating engaging, culturally relevant, and immersive experiences that connect with audiences where they play and interact.

Judging Criteria

1. Executive Summary
Overall quality, clarity, and credibility of the submission. Judges will assess how effectively the gaming strategy, execution, and impact are articulated.

2. Strategy
Demonstrates a clear understanding of the gaming environment, audience behaviour, and platform dynamics. Includes how the experience aligns with brand and business objectives.

3. Innovation
Shows evidence of innovative thinking in how gaming or interactive platforms are used. Includes new or distinctive approaches to engagement, participation, or integration.

4. Creativity (Design & Communication)
Demonstrates how the experience is designed and brought to life within the platform. Includes storytelling, interaction, and the ability to integrate naturally into the gaming environment.

5. Experience
Illustrates how users engage with the activation. Includes immersion, participation, relevance, and the ability to create meaningful interaction within the environment.

6. Leadership
Demonstrates leadership in engaging with gaming culture responsibly and authentically. Includes collaboration with platforms, creators, or communities, and the ability to build credibility.

7. Impact & Results
Provides clear, measurable evidence of success. This may include engagement, participation, brand impact, community growth, or commercial outcomes. Base numbers must be included.