2014 GAME MARKETING AWARDS

Download GMA 2014 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

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, 2012 and December 31, 2013 (13 months). Entries into the categories for the 2014 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, January 7, 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 27, 2014, at 5:00 pm PST. All physical materials must be received in the Game Marketing office in Santa Monica by Monday, March 3, 2014 at 5:00 pm 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.

January 7 – February 6
$275 single
$350 campaign

February 7 – February 20
($50 late fee)
$325 single
$400 campaign

February 21 – February 27
(additional $50 late fee)
$375 single
$450 campaign

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:

Eileen Rasnake – Manager, Awards & Global Competitions – (310) 789-1506 or eileen@promaxbda.org

Jaiseth Caraan – Coordinator, Awards & Global Competitions – (310) 789-1502 or jaiseth@promaxbda.org

Michael Chewning – Project Coordinator, Awards & Global Competitions – (310) 789-1526 or michael@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 2014 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.

2014 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.

VIDEO ASSET CATEGORIES

01. OUTSTANDING TV OR THEATRICAL AD

02. OUTSTANDING PAID DIGITAL MEDIA AD: SHORT FORM

03. OUTSTANDING PAID DIGITAL MEDIA AD: LONG FORM

04. FUNNIEST VIDEO ASSET

05. OUTSTANDING PROMOTIONAL TRAILER

06. BEST GAME FOOTAGE TRAILER

07. BEST LONG FORMAT FEATURING PROMOTIONAL CONTENT

08. BEST LIVE ACTION PROMOTIONAL CONTENT

EFFECTIVE INTEGRATED MEDIA MARKETING CATEGORIES

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

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

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

12. OUTSTANDING OVERALL MARKETING CAMPAIGN – MOBILE GAMES

ADVERTISING CATEGORIES

13. STANDOUT PRINT ADVERTISEMENT – Single or Multiple

14. STANDOUT AD CAMPAIGN

15. STANDOUT OUTDOOR ADVERTISING

RETAIL, TRADE & PACKAGING CATEGORIES

16. STANDOUT OVERALL POP DISPLAY

17. BEST NON-TRADITIONAL PRODUCT PACKAGING

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

19. BEST SHOWING AT A TRADE EVENT

20. BEST RETAIL MARKETING CAMPAIGN

21. BEST TRADE COLLATERAL

INTERACTIVE CATEGORIES

22. BEST WEBSITE FOR A PRODUCT

23. BEST DIGITAL ADVERTISING CAMPAIGN

24. BEST USE OF PAID DIGITAL MEDIA

25. BEST USE OF DIGITAL MEDIA IN OWNED CHANNELS

26. BEST USE OF CONNECTED CONSOLES MARKETING

CREATIVE CRAFT CATEGORIES

27. BEST USE OF MUSIC IN A PROMOTIONAL PIECE

28. BEST USE OF SOUND DESIGN

29. BEST COPYWRITING FOR STATIC MEDIA OR ONLINE

30. BEST COPYWRITING FOR A VIDEO ASSET

31. BEST EDITING FOR A VIDEO ASSET

32. BEST CG FOR A VIDEO ASSET

33. BEST PRODUCT LOGO DESIGN

34. BEST KEY ART

35. BEST PROMOTIONAL PARTNERSHIP

OTHER CATEGORIES NOT TO MISS OUT ON

36. BEST PRODUCT ANNOUNCEMENT

37. MOST EFFECTIVE BUZZ GENERATING TACTIC

38. BEST COOL SH*T

39. THINKING OUTSIDE OF THE BOX

2014 GAME MARKETING AWARDS CATEGORY LIST

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 PAID DIGITAL MEDIA AD: SHORT FORM

Effective use of paid media used online.

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

03. OUTSTANDING PAID DIGITAL MEDIA AD: LONG FORM

Effective use of paid media used online.

One item per entry. Long form: Each video must exceed 20 seconds (:20) and no longer than 3:30 minutes (3:30).

04. 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.

05. 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.

06. BEST GAME FOOTAGE TRAILER

Video trailer created using 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.

07. 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.

08. 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 individual video needs to be four minutes (4:00) 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.

09. 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.

10. 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 also include free-to-play and 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.

11. 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.

12. 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.

ADVERTISING CATEGORIES

13. STANDOUT PRINT ADVERTISEMENT – Single or Multiple

Single or series of thematically related printed advertisement material, such as ads, brochures, flyers, transit advertising, etc. promoting product or company image and published in consumer and/or trade publications. Ad may be targeted to consumers and/or the industry.

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.

14. STANDOUT AD 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.

15. 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.

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.

RETAIL, TRADE & PACKAGING CATEGORIES

16. 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.

17. BEST PRODUCT PACKAGING

Original packaging 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 and/or insert.

One item per entry. Must submit original display.

18. 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 display.

19. BEST SHOWING AT A TRADE EVENT

Trade 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 individual video piece may not exceed eight minutes (8:00) or less. Print material must be mounted or submitted as PDF files.

20. 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.

21. BEST 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.

INTERACTIVE CATEGORIES

22. 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.

23. 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, interstitial, 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.

24. BEST USE OF PAID DIGITAL MEDIA

An innovative and effective use of digital media, social media and/or a community based website that effectively supports the promotion and marketing for a video game or gaming platform. Including online advertising, community marketing, applications, 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.)

25. BEST USE OF DIGITAL MEDIA IN OWNED CHANNELS

An innovative and effective use of digital media in owned channels. These channels may include a specific product and/or company’s Twitter, Facebook, Instagram, etc. owned channels.

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.)

26. BEST USE OF CONNECTED CONSOLES MARKETING

An innovative and effective use of marketing leveraging connected consoles. This may include third party content sponsorships (e.g. Machinima App on XBL), 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

27. 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 individual video must not exceed eight minutes (8:00).

28. 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 individual video must not exceed eight minutes (8:00).

29. BEST COPYWRITING FOR STATIC MEDIA OR ONLINE

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

One item per entry. Printed material must be mounted and labeled or submitted as a PDF file

30. BEST COPYWRITING FOR A VIDEO ASSET

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

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

31. BEST EDITING FOR A VIDEO ASSET

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

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

32. BEST CG FOR A VIDEO ASSET

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

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

33. 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 individual video needs to be eight minutes (8:00) or less. Printed material must be mounted and labeled or submitted as a PDF file.

34. 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.

35. 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 individual video needs to be eight minutes (8:00) or less. May submit live URL.

OTHER CATEGORIES NOT TO MISS OUT ON

36. BEST PRODUCT ANNOUNCEMENT

Any combination of media created exclusively to announce a new product launch. 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).

37. 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).

38. 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.

39. 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.