Media Requirements

Who Should Enter
Campaigns, platforms, or programmes that use game mechanics, behavioural design, or interactive systems to drive participation, retention, or behaviour change.

This is NOT for:
Branded games or activations where a gaming platform is the primary medium without broader application of gamification principles.

About the Award

This award recognises excellence in gamification and interactive engagement. It celebrates work that applies behavioural design and game mechanics to create meaningful, sustained interaction—encouraging participation, progression, and deeper engagement across any platform or experience.

Judging Criteria

1. Executive Summary
Overall quality, clarity, and credibility of the submission. Judges will assess how effectively the engagement system, its design, and its impact are articulated.

2. Strategy
Demonstrates a clear rationale for using gamification. Includes understanding of user motivation, behavioural triggers, and alignment with business or engagement objectives.

3. Innovation
Shows evidence of innovative thinking in how game mechanics or interactive systems are applied. Includes new or distinctive approaches to engagement and behaviour design.

4. Creativity (Design & Communication)
Demonstrates how the system is designed and communicated. Includes clarity of mechanics, visualisation, and the ability to make participation intuitive and compelling.

5. Experience
Illustrates the quality of the interactive experience. Includes usability, enjoyment, progression, and the ability to sustain engagement over time.

6. Leadership
Demonstrates leadership in behavioural and engagement design. Includes integration across teams and the ability to embed gamification into broader experiences or systems.

7. Impact & Results
Provides clear, measurable evidence of success. This may include participation rates, retention, repeat engagement, behavioural change, or commercial outcomes. Base numbers must be included.