Entertainment Lions for Gaming
The Entertainment Lions for Gaming celebrate creative work that connects people to brands through gameplay.
The work should demonstrate how brands successfully tapped into complex gaming communities and seamlessly added real value to the overall gaming experience while driving commercial success.
The work should demonstrate how brands successfully tapped into complex gaming communities and seamlessly added real value to the overall gaming experience while driving commercial success.
Overview
A number of criteria will be considered during judging, weighted as follows: 30% creative idea; 20% strategy & insight; 30% craft & execution; 20% results.
Brands refers to talent, artists, creators, influencers, streamers, athletes, teams, organisations, sponsors, platforms, media owners, rights holders or any entity that produces and distributes products and content related to the gaming industry.
Esports may be entered across all categories within Entertainment Lions for Gaming.
There is no overall limit to how many times the same piece of work can be entered into Entertainment Lions for Gaming as long as the categories chosen are relevant.
All case films, films, demo films and original content must be subtitled in English.
Brands refers to talent, artists, creators, influencers, streamers, athletes, teams, organisations, sponsors, platforms, media owners, rights holders or any entity that produces and distributes products and content related to the gaming industry.
Esports may be entered across all categories within Entertainment Lions for Gaming.
There is no overall limit to how many times the same piece of work can be entered into Entertainment Lions for Gaming as long as the categories chosen are relevant.
All case films, films, demo films and original content must be subtitled in English.
A. Branded Content for Gaming
Creative content crafted to build awareness for a brand by associating it with culture and values through the use of gaming and storytelling.
A01 Audio-Visual Content.
Branded film, key art and audio and radio content. This could include, but not be limited to, trailers, documentaries, series, posters and original music content with gaming at their core that aim to amplify a brand's message or promote a new game or gaming product.
* If you're submitting a series of films, please upload all executions in a single video file with slates denoting the start of the next execution.
A02 Broadcast/Live Streaming.
Brand or sponsor integration into live coverage of gaming events and esports, e.g. the use of live streaming platforms, where a brand contributes a unique narrative or expertise that clearly enhances the overall quality of the content.
* Please provide a sample film file of up to 30 minutes.
A01 Audio-Visual Content.
Branded film, key art and audio and radio content. This could include, but not be limited to, trailers, documentaries, series, posters and original music content with gaming at their core that aim to amplify a brand's message or promote a new game or gaming product.
* If you're submitting a series of films, please upload all executions in a single video file with slates denoting the start of the next execution.
A02 Broadcast/Live Streaming.
Brand or sponsor integration into live coverage of gaming events and esports, e.g. the use of live streaming platforms, where a brand contributes a unique narrative or expertise that clearly enhances the overall quality of the content.
* Please provide a sample film file of up to 30 minutes.
B. Gaming-Led Brand Experience
Meaningful, engaging experiences and activations created to attract or maintain an audience.
B01 In-Person Gaming Experience.
Any in-person gaming-related experience or activation that was held at a consumer or B2B event for product launch or promotion. This could include, but not be limited to, installations, festivals, conventions, esports competitions etc.
B02 New Realities & Emerging Tech.
Immersive experiences that creatively push the boundaries of technology within gaming. This could include, but not be limited to, AI, AR, VR, XR, wearable tech and mobile devices, virtual worlds, live service games and all other emerging platforms. Does not include prototypes of early-stage technology.
B03 Mobile Games.
Mobile games either specifically made for a brand or the strategic and creative integration of a brand into a game designed for and played on a mobile device.
B04 Brand Integration for Games.
The seamless integration of a brand into a game or gaming platform, enhancing the overall gaming experience and delivering tangible business results. This could include, but not be limited to, one-off stunts and events, temporary environments or permanent brand installations within existing or new gaming platforms.
B05 Use of Gaming/Streaming Platforms.
Innovative use of gaming/streaming platforms to effectively promote a brand, product or service.
B06 Launch/Relaunch.
Immersive gaming experiences created to launch or relaunch a game or gaming product.
B01 In-Person Gaming Experience.
Any in-person gaming-related experience or activation that was held at a consumer or B2B event for product launch or promotion. This could include, but not be limited to, installations, festivals, conventions, esports competitions etc.
B02 New Realities & Emerging Tech.
Immersive experiences that creatively push the boundaries of technology within gaming. This could include, but not be limited to, AI, AR, VR, XR, wearable tech and mobile devices, virtual worlds, live service games and all other emerging platforms. Does not include prototypes of early-stage technology.
B03 Mobile Games.
Mobile games either specifically made for a brand or the strategic and creative integration of a brand into a game designed for and played on a mobile device.
B04 Brand Integration for Games.
The seamless integration of a brand into a game or gaming platform, enhancing the overall gaming experience and delivering tangible business results. This could include, but not be limited to, one-off stunts and events, temporary environments or permanent brand installations within existing or new gaming platforms.
B05 Use of Gaming/Streaming Platforms.
Innovative use of gaming/streaming platforms to effectively promote a brand, product or service.
B06 Launch/Relaunch.
Immersive gaming experiences created to launch or relaunch a game or gaming product.
C. Community
Work that focuses on the development, maintenance and nurturing of a community or fanbase.
C01 Community Management/Social Engagement.
Work that focuses on the development, maintenance and nurturing of a gaming audience. The work should demonstrate how engaging with a gaming community has increased social engagement, enhancing the brand reputation and trust within the community.
C02 Influencer & Co-Creation.
The creative and innovative use of content creators, streamers and/or influencers to drive a brand’s message and engage with a specific audience within the gaming community. This may include, but is not limited to, collaborations, sponsored content and user-generated content.
C01 Community Management/Social Engagement.
Work that focuses on the development, maintenance and nurturing of a gaming audience. The work should demonstrate how engaging with a gaming community has increased social engagement, enhancing the brand reputation and trust within the community.
C02 Influencer & Co-Creation.
The creative and innovative use of content creators, streamers and/or influencers to drive a brand’s message and engage with a specific audience within the gaming community. This may include, but is not limited to, collaborations, sponsored content and user-generated content.
D. Partnerships
Exceptional strategic partnerships between brands and gaming-related entities.
D01 Brand Partnerships, Sponsorships & Collaborations.
Strategic partnerships and collaborations between gaming brands and non-gaming brands that leverage gaming experiences, branded content and entertainment to meet specific business goals and mutually benefit everyone involved.
D02 Partnerships with Gaming Talent.
Strategic partnerships between a brand and a known gaming talent.
D01 Brand Partnerships, Sponsorships & Collaborations.
Strategic partnerships and collaborations between gaming brands and non-gaming brands that leverage gaming experiences, branded content and entertainment to meet specific business goals and mutually benefit everyone involved.
D02 Partnerships with Gaming Talent.
Strategic partnerships between a brand and a known gaming talent.
E. Challenges & Breakthroughs
Creative and innovative work that is brought to life through deep cultural insight, regional context and progressive thinking.
E01 Diversity & Inclusion in Gaming.
Gaming work that tackles and confronts disparities based on sex, sexuality, disability, age, race, ethnicity, origin, religion or other status within the gaming community.
E02 Innovation in Gaming.
The innovative use of new or existing technology, platforms, media or channels to create branded products and content that enhance the gaming experience, comfort, performance, safety and accessibility for gamers.
E03 Challenger Brand.
Brands that have creatively adapted their approach in response to competitor pressure by challenging the status quo to create game-changing work that uses progressive thinking and innovative creativity.
E04 Social Behaviour.
Work inspired by a specific audience or community, relying on identifiable social behaviour. The work should demonstrate how leveraging insights into consumer behaviour can create a powerful connection with a brand.
E05 Use of Humour.
Work that celebrates the art of humour in branded communications, infusing wit, satire, and cleverness into campaigns that provide amusement and create memorable, laughter-inducing connections with audiences.
E06 Breakthrough on a Budget.
Creative use of modest budgets and/or resources in relation to the market and/or industry to create maximum impact. The work should demonstrate how fresh insight, smart spending and compelling strategic thinking solved a business problem despite limited resources.
E07 Cultural Engagement. NEW
Work that honours marketers who craft strategic solutions rooted in the lived experiences of culturally grounded communities. This approach reflects and translates the nuances of customs, behaviours, and traditions that shape foundational perspectives on identity (e.g. disability, gender, race, orientation, age). Such insights reveal how diverse audiences choose brands and media experiences, driving growth and impact.
E01 Diversity & Inclusion in Gaming.
Gaming work that tackles and confronts disparities based on sex, sexuality, disability, age, race, ethnicity, origin, religion or other status within the gaming community.
E02 Innovation in Gaming.
The innovative use of new or existing technology, platforms, media or channels to create branded products and content that enhance the gaming experience, comfort, performance, safety and accessibility for gamers.
E03 Challenger Brand.
Brands that have creatively adapted their approach in response to competitor pressure by challenging the status quo to create game-changing work that uses progressive thinking and innovative creativity.
E04 Social Behaviour.
Work inspired by a specific audience or community, relying on identifiable social behaviour. The work should demonstrate how leveraging insights into consumer behaviour can create a powerful connection with a brand.
E05 Use of Humour.
Work that celebrates the art of humour in branded communications, infusing wit, satire, and cleverness into campaigns that provide amusement and create memorable, laughter-inducing connections with audiences.
E06 Breakthrough on a Budget.
Creative use of modest budgets and/or resources in relation to the market and/or industry to create maximum impact. The work should demonstrate how fresh insight, smart spending and compelling strategic thinking solved a business problem despite limited resources.
E07 Cultural Engagement. NEW
Work that honours marketers who craft strategic solutions rooted in the lived experiences of culturally grounded communities. This approach reflects and translates the nuances of customs, behaviours, and traditions that shape foundational perspectives on identity (e.g. disability, gender, race, orientation, age). Such insights reveal how diverse audiences choose brands and media experiences, driving growth and impact.