GMA 2015 Categories

The IDG World Expo Game Marketing Awards celebrates the best practices in marketing, promotion and advertising for the video gaming and interactive entertainment community.

The following guidelines are designed to explain the CONTENT & MATERIALS that can be entered into each category of the competition

Click here to see the full list of GMA 2014 Gold Winners

Eligibility

The Game Marketing Awards honor the best work in marketing, promotion, advertising and design from any company or individual, broadcast, published or released in any market during the eligibility period of December 1, 2013 and December 31, 2014 (13 months). Entries into the categories for the 2015 IDG World Expo Game Marketing Awards Competition will be judged on excellence in strategy, creativity and execution as well as results in achieving objectives.

Online Entry Fees and Deadlines

The competition officially opens on Tuesday, December 2, 2014. As the deadlines pass, unfortunately the lowest price for entry does as well. The final deadline for entry into the competition is Thursday, February 19, 2015, at 11:59 pm PST. All physical materials must be received in the Game Marketing office in Santa Monica by Monday, February 23, 2015 at 5:00pm PST to be included.

Please Note: All submissions become the property of IDG World Expo Game Marketing to be used at their discretion. All relevant permissions and copyrights are assumed to be cleared by the entrant.

Please see below for all of the pricing details for the entry deadlines.

December 2 – January 29
$300 single
$375 campaign

January 30 – February 12 ($50 late fee)
$350 single
$425 campaign

February 13 – February 19 (additional $50 late fee)
$400 single
$475 campaign

WHO CAN ENTER…

Who Can Enter

Entrant can represent the client, vendor or their agent; there is no stipulation in any category regarding the entrant so long as the work was for air, broadcast, publishing or release within any market.

MEDIA DESCRIPTIONS:

Digital Media:

The term Digital Media encompasses all material submitted on DVD, CD, flash/hard drive. Please refer to the category descriptions for more information regarding the types of media required or eligible for each category and note that this media will not be returned (i.e. flash/hard drives).

Video Upload:

The term Video Upload encompasses all material submitted by way of the Game Marketing/PromaxBDA Awards digital upload system. Please refer to the category descriptions for more information regarding the types of media required for each category.

Printed Material:

The term Printed Material encompasses all material submitted mounted on cardboard/foam board or uploaded as .pdf in the awards system. Please refer to the category descriptions for more information regarding the types of media required for each category and note that this media will not be returned.

Premium Items:

The term Premium Items encompasses all promotional items such as t-shirts, mugs, calendars, pens, notepads, games, etc. Please refer to the category descriptions for more information regarding the types of items required for each category and how to submit them and note that this media will not be returned.

Collateral Items:

The term Collateral Items encompasses all collateral items that are essential elements created to support a promotional campaign such as pamphlets, flyers, brochures, displays, press kits, etc. Please refer to the category descriptions for more information regarding the types of items required for each category and how to submit them and note that this media will not be returned.

Interactive Media:

The term Interactive Media refers to any marketing, or promotional content produced in part or in full for any interactive platform, medium or technology including (but not limited to) websites, microsites, walled gardens, mobile, kiosk, CD, DVD, Enhanced or Interactive Programming Guide (EPG/IPG), digital advertising unit or email communication. Please refer to the category descriptions for more information regarding the types of items required for each category and how to submit them.

QUESTIONS:

Please contact the Game Marketing Awards Department:

Jaiseth Caraan – (310) 789-1502 or jaiseth@promaxbda.org

IMPORTANT FOR YOU TO KNOW

  • In the event that any individual category attracts fewer than 5 entries or less than 5 submitting companies, the organizer reserves the right to withdraw that category from the competition. In this event, the participating companies will receive a credit towards future entry fees. No cash refund will be given.
  • The awards to be given for the 2015 award season will be gold statues, silver statues & bronze certificates. If in any category entries do not meet the standard deemed award worthy by the judges, it is possible that there will be no awards given in that category.
  • Game Marketing will not be responsible for the holding of any materials submitted after the awards period has ended. Such materials will not be returned. All submissions become the property of IDG World Expo Game Marketing to be used at their discretion.
  • All relevant permissions and copyrights are assumed to be cleared by the entrant.
  • The organizers reserve the right to add, subtract, amend or otherwise revise any category during the course of the competition. Notice and updates of revisions will be posted on our website.
  • The judging guidelines can be provided upon request.

IMPORTANT NOTE

In the event that your submission(s) should make the Finalist List, you may be requested to provide a higher quality HD version for any video submission, to be resubmitted for the purpose of the Awards Show.

2015 GAME MARKETING SUBMISSION GROUPS

The Game Marketing Awards honor the best in marketing, promotion and advertising for the video gaming and interactive entertainment community released within any market.

The following categories are eligible for entries that have been broadcast, published or released within any market during the eligibility period and will be judged on excellence in strategy, creativity and execution; as well as results in achieving objectives.

SPECIAL PROJECT

S 01. GAMES GIVE

VIDEO ASSET CATEGORIES

01. OUTSTANDING TV OR THEATRICAL AD

02. OUTSTANDING SOCIAL MEDIA AD: SHORT FORM

03. FUNNIEST VIDEO ASSET

04. OUTSTANDING PROMOTIONAL TRAILER

05 OUTSTANDING PROMOTIONAL TRAILER – MOBILE GAMES

06 OUTSTANDING PROMOTIONAL TRAILER – INDIE GAMES

07. BEST GAME FOOTAGE TRAILER

08. BEST LONG FORMAT FEATURING PROMOTIONAL CONTENT

09. BEST SHORT FORMAT FEATURING PROMOTIONAL CONTENT

10. BEST LIVE ACTION PROMOTIONAL CONTENT

11. BEST USE OF MUSIC IN A PROMOTIONAL PIECE

EFFECTIVE INTEGRATED MEDIA MARKETING CATEGORIES

12. OUTSTANDING OVERALL MARKETING CAMPAIGN OF THE YEAR (All Inclusive)

13. OUTSTANDING OVERALL MARKETING CAMPAIGN – CORE GAMES (Sports, Action, etc.)

14. OUTSTANDING OVERALL MARKETING CAMPAIGN – FAMILY GAMES (Music, Fitness, Kids, etc.)

15. OUTSTANDING OVERALL MARKETING CAMPAIGN – MOBILE GAMES

16. OUTSTANDING MARKETING – FREE 2 PLAY

ADVERTISING CATEGORIES

17. OUTSTANDING OVERALL ADVERTISING CAMPAIGN

18. STANDOUT OUTDOOR ADVERTISING

PR CATEGORIES

19. BEST USE OF INFLUENCERS INTEGRATION

20. BEST PR CAMPAIGN

RETAIL, TRADE & PACKAGING CATEGORIES

21. STANDOUT OVERALL POP DISPLAY

22. BEST BOX ART (Standard Game Version)

23. BEST LIMITED EDITION, SPECIAL EDITION OR COLLECTOR’S EDITION

24. BEST SHOWING AT A TRADE OR CONSUMER EVENT

25. BEST RETAIL MARKETING CAMPAIGN

26. BEST TRADE COLLATERAL

27. BEST WEBSITE FOR A PRODUCT

INTERACTIVE CATEGORIES

28. BEST DIGITAL ADVERTISING CAMPAIGN

29. BEST USE OF SOCIAL MEDIA TO PROMOTE A GAME

30. BEST XBOX LIVE OR PLAYSTATION NETWORK CAMPAIGN

CREATIVE CRAFT CATEGORIES

31. BEST USE OF SOUND DESIGN

32. BEST COPYWRITING FOR A MARKETING ASSET

33. BEST EDITING FOR A VIDEO ASSET

34. BEST CG FOR A VIDEO ASSET

35. BEST PRODUCT LOGO DESIGN

36. BEST KEY ART

OTHER CATEGORIES NOT TO MISS OUT ON

37. BEST PROMOTIONAL PARTNERSHIP

38. BEST PRODUCT ANNOUNCEMENT

39. MOST EFFECTIVE BUZZ GENERATING TACTIC

40. BEST COOL SH*T

41. THINKING OUTSIDE OF THE BOX

42. FAVORITE TRAILER – FAN VOTE

2015 GAME MARKETING AWARDS CATEGORY LIST

SPECIAL PROJECT

S 01. GaMeS GIVE

The GMA’s GaMeS Give Award honors one GMS Member company’s best use of games to promote a charity. This award will celebrate the winner’s outstanding commitment to a nonprofit partnership, prosocial cause, and/or its local community. The Elite Jury will select the recipient of this very special award and the chosen company will be presented on April 22, 2015, at the Game Marketing Awards gala. All entry fees for this category will be donated to the chosen cause of the winning company. Winning Company and their team members will be highlighted on the GMS website.

Eligibility to enter: any company who has attended GMS in the past two years.

One item per entry. Each video needs to be two minutes (2:00) or less.

VIDEO ASSET CATEGORIES

01. OUTSTANDING TV OR THEATRICAL AD

Any television or theatrical ad created for a specific game product or non-game specific platform/console.

One item per entry. Each video needs to be 3:30 minutes (3:30) or less.

02. OUTSTANDING SOCIAL MEDIA AD: SHORT FORM

Most effective and original use of social media to promote or market a specific game product. (ie. Vine, Facebook, etc.)

One item per entry. Short form: Each video must not exceed 20 seconds (:20).

03. FUNNIEST VIDEO ASSET

It’s as subjective as it sounds but every year there is that gut-buster that just needs to be recognized. Any video communication (trailer, viral, ad, online, etc.) that is funny — that’s the criteria!

One item per entry. Each video needs to be eight minutes (8:00) or less.

04. OUTSTANDING PROMOTIONAL TRAILER

Video trailer created to promote product(s) for trade show, website, theatrical, DVD or retailer. Montages comprised of

separate trailers are not eligible.

One item per entry. Each video needs to be eight minutes (8:00) or less.

05. OUTSTANDING PROMOTIONAL TRAILER – MOBILE GAMES

Video trailer created specifically to promote a mobile game product(s) for trade show, website, theatrical, DVD or retailer. Montages comprised of separate trailers are not eligible.

One item per entry.Each video needs to be eight minutes (8:00) or less.

06. OUTSTANDING PROMOTIONAL TRAILER – INDIE GAME

Video trailer created specifically to promote an Indie Game product(s) (i.e. Kickstarter Project) for trade show, website, theatrical, DVD or retailer. Montages comprised of separate trailers are not eligible.

One item per entry.Each video needs to be eight minutes (8:00) or less.

07. BEST GAME FOOTAGE TRAILER

Video trailer created using primarily in-game or game play footage to effectively market or promote a specific game/product.

One item per entry. Each video needs to be eight minutes (8:00) or less.

08. BEST LONG FORMAT FEATURING PROMOTIONAL CONTENT

Any video asset, documentary material and/or other types of special features created to promote a specific game product (i.e. behind-the-scenes DEV. diaries).

One item per entry. Each video needs to be edited down to a minimum of three minutes (3:00) and a maximum of eight minutes (8:00) for judging purposes.

09. BEST SHORT FORMAT FEATURING PROMOTIONAL CONTENT

Any video asset, documentary material and/or other types of special features created to promote a specific game product (i.e. behind-the-scenes DEV. diaries).

One item per entry. Maximum of three minutes (3:00) for judging purposes.

10. BEST LIVE ACTION PROMOTIONAL CONTENT

Any single video, ad, trailer, etc. that demonstrates creative and effective live action promotion, as well as superior execution of the setting of the scene and meeting the objectives of the spot or campaign overall. Includes direction of actors/virtual actors, production design, etc.

One item per entry. Each video needs to be eight minutes (8:00) or less.

11. BEST USE OF MUSIC IN A PROMOTIONAL PIECE

Any single video, ad or trailer that demonstrates creative and effective use of a music track (previously recorded, sampled, licensed, etc.) used across any media (e.g., television, internet, mobile property, etc.) for a specific game product or non- game specific platform/console.

One item per entry. Each video needs to be eight minutes (8:00) or less.

EFFECTIVE INTEGRATED MEDIA MARKETING CATEGORIES

Each category within this field requires that the strategy and targeted results are submitted in the marketing objective.

12. OUTSTANDING OVERALL MARKETING CAMPAIGN OF THE YEAR (All Inclusive)

A series of thematically related elements created to effectively market or promote a specific game product or gaming platform or device (includes PR and retail). The strategy and targeted results must be submitted in the marketing objective.

Minimum two; maximum five elements. Multiple elements will be judged as a whole. Entries containing more than five pieces of material may be disqualified. Each individual video piece needs to be eight minutes (8:00) or less. Printed material must be mounted and labeled or submitted as PDF files. May submit live URL.

13. OUTSTANDING OVERALL MARKETING CAMPAIGN – CORE GAMES (Sports, Action, etc.)

A series of thematically-related elements created to effectively market or promote a core game or gaming platform. May include social core games. The strategy and targeted results must be submitted in the marketing objective.

Minimum two; maximum five elements. Multiple elements will be judged as a whole. Entries containing more than five pieces of material may be disqualified. Each individual video piece needs to be eight minutes (8:00) or less. Printed material must be mounted and labeled or submitted as PDF files. May submit live URL.

14. OUTSTANDING OVERALL MARKETING CAMPAIGN – FAMILY GAMES (Music, Fitness, Kids, etc.)

A series of thematically-related elements created to effectively market or promote a family game, gaming platform, or entertainment game (including music/rhythm, dance, fitness games, etc.). May also include free-to-play and social games. The strategy and targeted results must be submitted in the marketing objective.

Minimum two; maximum five elements. Multiple elements will be judged as a whole. Entries containing more than five pieces of material may be disqualified. Each individual video piece needs to be eight minutes (8:00) or less. Printed material must be mounted and labeled or submitted as PDF files. May submit live URL.

15. OUTSTANDING OVERALL MARKETING CAMPAIGN – MOBILE GAMES

A series of thematically-related elements created to effectively market or promote a traditional or non-traditional mobile game product. The strategy and targeted results must be submitted in the marketing objective.

Minimum two; maximum five elements. Multiple elements will be judged as a whole. Entries containing more than five pieces of material may be disqualified. Each individual video piece needs to be eight minutes (8:00) or less. Printed material must be mounted and labeled or submitted as PDF files. May submit live URL.

16. OUTSTANDING MARKETING – FREE TO PLAY

A series of thematically-related elements created to effectively market or promote a free to play game at any point in the product’s lifecycle. The strategy and targeted results must be submitted in the marketing objective and include specific KPIs indicating success towards the objective.

Minimum two; maximum five elements. Multiple elements will be judged as a whole. Entries containing more than five pieces of material may be disqualified. Each individual video piece needs to be eight minutes (8:00) or less. Printed material must be mounted and labeled or submitted as PDF files. May submit live URL.

ADVERTISING CATEGORIES

17. OUTSTANDING OVERALL ADVERTISING CAMPAIGN

Any ad campaign/series of related television, online and outdoor advertising created for a specific game product or non- game specific platform/console.

Minimum two; maximum five elements. Multiple elements will be judged as a whole. Entries containing more than five pieces of material may be disqualified. Each individual video piece needs to be eight minutes (8:00) or less.

18. STANDOUT OUTDOOR ADVERTISING

Any outdoor/environmental/transit advertising (billboards, bus sides, electronic, building sides, 3-D); submit photo showing relationship to environment; for electronic/digital/animated must submit video of ad and its relationship to environment.

(single or multiple entry) Minimum one; maximum five elements. Multiple elements will be judged as a whole. Entries containing more than five pieces of material may be disqualified. For all print or photographic material, each piece may be uploaded as a .pdf or must be mounted and labeled.

PR CATEGORIES

19. BEST USE OF INFLUENCERS INTEGRATION

Best integration of an influencer (e.g.YouTube or Twitch) with regard to a creative and effective use of a celebrity to market or promote a specific game product or non-game specific platform/console brand.

One item per entry. Each video needs to be five minutes (5:00) or less. If original video exceeds five minutes (5:00)

please submit an edited synopsis.

20. BEST PR CAMPAIGN

This award recognizes outstanding achievement in product PR, encompassing unpaid promotional efforts coordinated with consumer and enthusiast media, as well as YouTube and Twitch personalities/channels, from product announcement through commercial launch. Winners will demonstrate sound planning, impact, creativity and effectiveness of the campaign, as well as strong buzz generation and brand recognition, and genuine business outcomes aligned with the stated strategic campaign objective.

Minimum two; maximum five elements. Multiple elements will be judged as a whole. Entries containing more than five pieces of material may be disqualified. Each individual video piece needs to be five minutes (5:00) or less, video montages may not exceed eight minutes (8:00) for judging purposes. Printed material must be mounted and labeled or submitted as PDF files.

May submit live URL.

RETAIL, TRADE & PACKAGING CATEGORIES

21. STANDOUT OVERALL POP DISPLAY

A point of purchase display or standee created to promote products in-store.

One item per entry. Must submit original display.

22. BEST BOX ART (STANDARD GAME VERSION)

Original packaging of standard retail box art that promotes the brand identity of the product and effectively communicates the product’s features as well as promoting the publisher’s brand image. Consists of product’s physical container, label, and graphic design elements.

One item per entry. Must submit original item.

23. BEST LIMITED EDITION, SPECIAL EDITION OR COLLECTOR’S EDITION

For newly created limited edition or collector’s edition games, released for the first time during the current eligibility year, even if contents were previously released. Includes packaging and content that goes outside of the standard template of a game.

One item per entry. Must submit original item.

24. BEST SHOWING AT A TRADE OR CONSUMER EVENT

Trade or consumer event display booth, room or area that promotes company, product, or brand. Inclusive of consumer and trade events national or international. (i.e. E3, PAX, Consumer shows, etc.)

One item per entry. Each video needs to be eight minutes (8:00) or less. Print material must be mounted or submitted as PDF files.

25. BEST RETAIL MARKETING CAMPAIGN

Series of thematically related elements created to promote products in-store to consumers. May include in-store window displays submitted by video or image (i.e. in-store displays, window display, in-store trailer, print/poster standee, collateral, premiums, etc.) may include pre-order strategies.

Minimum two; maximum five elements. Multiple elements will be judged as a whole. Entries containing more than five pieces of material may be disqualified. Printed material must be mounted and labeled or submitted as PDF files.

26. BEST RETAIL TRADE COLLATERAL

For any piece of trade collateral, educational material, retail mailer, manager kit, presentations, etc. created to promote product or company.

One item per entry. For all print or photographic material, each piece may be uploaded as a .pdf or must be mounted and labeled.

27. BEST WEBSITE FOR A PRODUCT

Website that most effectively promotes or markets a product and offers the most satisfying on-brand interactive experience for consumers.

One item per entry. Submit live URL.

INTERACTIVE CATEGORIES

28. BEST DIGITAL ADVERTISING CAMPAIGN

A series of thematically related digital advertising materials used to promote a specific product and/or company’s brand image. This may include take-over or road block, banners, interstitials, video-based ad formats, pop-ups, flash movies, splash page, etc.

Minimum two, maximum five,related but different items per entry to be judged as a unified whole. Entries containing more than five pieces of material may be disqualified. Submit live URL.

29. BEST USE OF SOCIAL MEDIA TO PROMOTE A GAME

An innovative and effective use of social media, paid or owned channels, that effectively supports the promotion and marketing for a video game or gaming platform. Paid social media includes online advertising, community marketing, applications, etc. Owned channels may include a specific product and/or company’s Twitter, Facebook, Instagram, etc

One item per entry. Submit live URL. All media may be submitted to demonstrate success. (A write up of action and results may be submitted by PDF.)

30. BEST XBOX LIVE OR PLAYSTATION NETWORK CAMPAIGN

An innovative and effective use of marketing leveraging Xbox Live or Playstation network. This may include third party content sponsorships, branded destinations and/or any other ad inventory driving sales, awareness, sweeps and any other content distribution or engagement.

One item per entry. Submit live URL. All media may be submitted to demonstrate success. (A write up of action and results may be submitted by PDF.)

CREATIVE CRAFT CATEGORIES

31. BEST USE OF SOUND DESIGN

Creative and effective use of sound design for a video-based spot used across any media (e.g., television, internet, mobile property, etc.) for a specific game product or non-game specific platform/console.

One item per entry. Each video needs to be eight minutes (8:00) or less.

32. BEST COPYWRITING FOR A MARKETING ASSET

Any single video, print ad, online ad, trailer or static media, etc. that demonstrates creative and effective copywriting.

One item per entry. Each video needs to be eight minutes (8:00) or less.

33. BEST EDITING FOR A VIDEO ASSET

Any single video, ad, trailer, etc. that demonstrates creative and effective editing.

One item per entry. Each video needs to be eight minutes (8:00) or less.

34. BEST CG FOR A VIDEO ASSET

Best use of CG that demonstrates creativity and effectiveness.

One item per entry. Each video needs to be eight minutes (8:00) or less.

35. BEST PRODUCT LOGO DESIGN

Any video or print piece that shows creativity and originality of design for a logo and its use for the branding of a company or product. Combination of up to three elements of the same logo will be considered a single spot.

One item per entry. Each video needs to be eight minutes (8:00) or less. Printed material must be mounted and labeled or submitted as a PDF file.

36. BEST KEY ART

Any graphic element or illustration created and applied as key art for the promotion, packaging or advertising of a specific product. Single entry with multiple submission pieces accepted.

Minimum 1, maximum 5, related but different items to be judged as a unified whole. Print material must be mounted and labeled or submitted as PDF files.

OTHER CATEGORIES NOT TO MISS OUT ON

37. BEST PROMOTIONAL PARTNERSHIP

Any promotional partnership between a game and a consumer brand or non-game product (does not include licensing deals) by way of video communication, ad, trailer, etc. created to effectively market or promote a specific game product or non-game specific platform. Media through TV and movies are permissible.

One item per entry. Each video needs to be eight minutes (8:00) or less. May submit live URL.

38. BEST PRODUCT ANNOUNCEMENT

Any combination of media created exclusively to announce a new product launch. Single entry with multiple submission pieces accepted. MUST provide KPI metrics that conveys overall results of product announcement.

Minimum 1, maximum 8, related but different items to be judged as a unified whole. For video materials. Maximum duration

eight minutes (8:00). Print material must be mounted and labeled or submitted as PDF files; for web material submit live URL

(All media inclusive).

39. MOST EFFECTIVE BUZZ GENERATING TACTIC

What promotional tactic got your gamers to go nuts?! Provide metrics of success (objective/results). Marketing may include mailers, collateral, promotional material, website, blog, movie or any other vehicle that promotes a product or company. Single entry with multiple submission pieces accepted.

Minimum 1, maximum 8, related but different items to be judged as a unified whole. For video materials. Maximum duration eight minutes (8:00). Print material must be mounted and labeled or submitted as PDF files; for web material submit live URL (All media inclusive).

40. BEST COOL SH*T

Show us your best promotional swag. Including any t-shirt, novelty item or other premium that promotes a specific product or company. Single entry with multiple submission pieces accepted.

Minimum 1, maximum 5. Must submit original items for judges’ review.

41. THINKING OUTSIDE OF THE BOX

The sky is the limit with this one. This is your opportunity to show off your most creative, innovative and effective work. This special category recognizes the newest, freshest methods and techniques being used to creatively and effectively market game products, gaming platforms and/or devices. Including PR, stunts, innovation, etc.

Minimum one; maximum five elements. Multiple elements will be judged as a whole. Entries containing more than five pieces of material may be disqualified. Each individual video piece needs to be eight minutes (8:00) or less. Printed material must be mounted and labeled or submitted as PDF files. May submit live URL.

42. FAVORITE TRAILER – FAN VOTE

Enter now for the GMA’s first ever “fan vote” category. Game fans from around the world will vote for their favorite trailer created to promote interactive entertainment product(s) for tradeshow, website, theatrical, DVD or retail. Montages comprised of separate trailers are not eligible.

One item per entry. Each video needs to be eight minutes (8:00) or less. Fans will vote during the month of March 2015 and the first ever winner of the FAVORITE TRAILER – FAN VOTE will be presented on April 22, 2015 at the GMA gala.

Killer Tracks Modus Operandi Freddie Georges Production Group The Berlin School of Creative Leadership San Francisco’s Yerba Buena Center for the Arts (YBCA) Rogers & Cowan Twitch Machinima Marketing Instincts IGN intergi Playwire EEDAR Revolt GameSpot GameStop Media Curse Curse Midnight Oil Ant Farm 2K Ubisoft Carbine Studios Pandora [a] list daily gamesindustry international Nomadic Agency GES Google YouTube Facebook Mass Relevance