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Gaming Jury

  • D&AD Awards 2022

Brand messaging delivered through gameplay. Includes interactions via e-sports, cloud-streamed games, mobile games and gamified experiences.

This category is for gamified experiences and electronic games only. Physical games such as puzzles and board games should be entered into Graphic Design.



You can enter your work in the following subcategories.

  • 5101 - Branded Games

    Gameplay experiences that are user-friendly, compelling and successfully convey a brand message. In this subcategory, the third judging criteria will be prioritised: Fit for Purpose. Judges will be looking for game play that is simple and compelling.
  • 5102 - Brand Integration

    Integration of a brand within the game or narrative that facilitates brand awareness as the game is played. For example bespoke storylines, objects, characters, clothing, reward videos, banners, in-game billboards and gamification components.
  • 5103 - Brand Partnership

    Partnerships between brands and games, streamers, leagues or individuals that engage with gamers and boost sales. Includes sponsorship, influencer & player deals deals, product endorsements, gaming merchandise, pre/mid/post roll video and host-read ads. Unofficial partnerships are also eligible.
  • 5104 - User Participation

    Branded games 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.
  • 5105 - E-Commerce

    Games that successfully drive in-app purchases or create native e-commerce opportunities to convert gamers into paying customers. Includes all gamified e-commerce experiences.
  • 5106 - Entertainment

    Branded or brand-funded entertainment hosted on apps and gaming platforms, or gamified for use on other platforms. For example virtual concerts, festivals, performances, movies, racing, activities, story-driven games and puzzles.
  • 5107 - Experiential

    Interaction between brands and consumers via gamified experience-led activations. For example competitions, training, inductions, product sampling and workshops.
  • 5108 - Educational

    Branded or brand-funded gaming experiences that have been explicitly designed to have an educational purpose, or which have incidental or secondary educational value.
  • 5109 - Health & Wellbeing

    Branded or brand-funded gaming experiences that have been explicitly designed to stimulate health and wellbeing or create awareness of health and wellbeing products, services and information. May have incidental or secondary health benefits.
  • 5110 - 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.
  • 5111 - 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.
  • 5112 - 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.
  • 5113 - Use of Data

    Gaming experiences that are brought to life through the use of data. Includes geolocation and personal data.