According to recent statistics, the games industry is worth $183.9bn annually, with roughly 3.4 billion global players.
Read on to see the work that changed the game in 2024 and hear what the Jury will be looking for from the Gaming industry in this year's Cannes Lions Awards.
When consumer understanding, brand expertise, technological knowledge and industry know-how converge, both the brand and the game benefit. It's time for more brands to dive in and explore. The gaming community is ready and waiting for the next big thing
Katariina Harteela
Executive Creative Director
Reaktor
Juror, Entertainment Lions for Gaming 2024
What did Lion-winning creativity look like in the gaming industry in 2024?
The Everyday Tactician
Entrant: McCann London Brand: Xbox Award: Grand Prix, Entertainment Lions for Gaming
Objective: To increase the number of Football Manager 2024 (FM24) Xbox players compared to Football Manager 2023 (FM23) and Xbox’s brand association with football. Impact: A 190% increase in Xbox gamers on FM24 compared to FM23.
Play Has No Limits feat. King Gnu
Entrant: SIX INC, Tokyo Brand: PlayStation Award: Bronze, Entertainment Lions for Gaming
Objective: Familiarise the Japanese market with PlayStation’s tagline and spirit to enhance brand engagement. Impact: A total of 16m views on the hero videos and 145m campaign social impressions
Starr Park CCTV
Entrant: Supercell, Helsinki Brand: Brawl Stars Award: Bronze, Entertainment Lions for Gaming
Objective: Generate excitement and engagement in the Brawl Stars community for the game’s fifth anniversary and reactivate lapsed players. Impact: A total of 89m visits to the experience and Brawl Stars’ highest player numbers in three years.
LEGO FORTNITE
Entrant: The Lego Group, Billund Brand: LEGO Award: Bronze, Entertainment Lions for Gaming
Objective: Introduce a gaming experience that’s fun and safe by design and recruit digital-first audiences into LEGO users. Impact: In all, 8m LEGO accounts created and the highest search for ‘LEGO’ in the past five years.
Watch last year’s Jury outline what they are hoping to see in this year’s winners
“I want to see brands be more daring.”
Jarell Thompson Vice President Gaming, Havas Play Juror, 2024 Entertainment Lions for Gaming