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Gaming & Virtual Worlds Jury

  • D&AD Awards 2024

Brand messaging delivered via gaming platforms and virtual worlds. Includes games created for desktop, web and mobile; gamevertising; and immersive interactions for virtual spaces, web 3.0 and the metaverse.
Physical games, such as puzzles and board games, should be entered into Graphic Design.


Have a look at the subcategories below and download the entry kit for more information.
Visit D&AD Awards for translated versions.

Get the entry kit


You can enter your work in the following subcategories.

  • 6101 - Brand Integration

    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.
  • 6102 - Brand Partnership

    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 such as NFTs and collaborations with athletes, professionals, industry experts, influencers, gamers and streamers. Unofficial partnerships are also eligible.
  • 6103 - Brand Experience

    Experience-led brand activations created for web, mobile, gaming platforms and virtual worlds. Includes the creation of digital destinations, virtual concerts, stage performances, festivals, fashion shows, motor shows, theme parks, escape rooms, race tracks, film screenings, tutorials and city tours. Virtual experiences that are linked to physical activations in the real world are also eligible.
  • 6104 - Educational Experience

    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.
  • 6105 - User Participation

    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.
  • 6106 - Use of Avatars

    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.
  • 6107 - Use of Blockchain

    Brand activations that use blockchain to generate excitement around a brand in a game or virtual world. Includes the availability and auctioning of NFTs (non-fungible tokens) - collectible digital assets such as artwork, music files, memes or real estate - and the use of blockchain platforms to connect with consumers or add value to a product.
  • 6108 - Esports

    Competitive multiplayer-video gaming played competitively for spectators, typically by professional gamers. Includes esports-styled events.
  • 6109 - Use of Live Stream

    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.
  • 6110 - Use of AR

    The use of augmented reality to create a single or multi-player gamified experience, primarily focussed on elements of play and fun, to bring a brand or product to life in the real world. For example articulating a brand's values through play or a literal demonstration of a game.
  • 6111 - Use of VR

    Brand activations that use virtual reality (VR) to deliver an immersive experience in a fully virtual world. For example through the use of VR glasses or a headset.
  • 6112 - Use of MR

    Brand activations that use mixed reality (MR) to deliver an experience where real and digital worlds combine and interact, creating new spaces and experiences, without the need for additional hardware on the user's part. For example, digital objects that respond to the user's behaviour in the physical world.
  • 6113 - Use of Data

    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.

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