Gaming & Virtual Worlds

Creative integration of a brand within a virtual environment or narrative. For example, bespoke gaming storylines and reward videos, digital out-of-home placements, skins, wearables and gamification components.

Partnerships with individuals or organisations in a virtual world that facilitate connection between a brand and its target audience. Includes sponsorships, co-creation of virtual goods and collaborations with athletes, professionals, industry experts, influencers, gamers and streamers. Unofficial partnerships are also eligible.

Branded or brand-funded experiences taking place in virtual worlds, that have been explicitly designed to have an educational purpose, or which have incidental or secondary educational value. Includes web-based games, workshops, tutorials and simulators.

Multiplayer-video gaming played competitively for spectators, typically by professional gamers. Includes esports-styled events.

The use of avatars in gaming and the metaverse to drive native commerce opportunities or generate brand awareness for a real-world product. Includes branded digital items that are available to earn or buy, either in-game or direct-to-avatar, such as wearables, skins and digital collections.

Virtual activations where the success of the idea relies on coordinated user participation or user generated content. For example, building teams, playing with other users, entering competitions, designing and sharing virtual products, or mobilising users to achieve a common goal.

The use of live streamed media simultaneously recorded and broadcasted via a game or virtual world that enables users to interact with each other and a brand-led activity in real time.

Film advertising that promotes new games and virtual world experiences. Includes trailers, cut-scenes, branded content and promotion films.

Audio and sound design, and/or film craft, for gaming-specific audiovisual content that is created to deliver a brand’s message or new gaming product. This includes, but is not limited to, trailers, series, and original music.

Gaming experiences that are brought to life through the use of data, to deliver a personalised experience for the user or to generate insights for the brand. Includes geolocation and personal data.

The use of AI or other technologies to create a gamified experience, in gaming platforms and virtual worlds.