Entertainment Lions for Gaming

Integrated, branded content built around gaming IP, communities or culture. This could include, but not be limited to, trailers, documentaries, series, posters, social/video content and original music content with gaming at their core that aim to amplify a brand's message or promote a new game or gaming product.

If you're submitting a series of films, please upload all executions in a single video file with slates denoting the start of the next execution.

Brand or sponsor integrations that enhance live gameplay coverage and community participation across platforms. This could include, but not limited to co-streams, interactive overlays, shoppable/live utility, chat-driven formats and creator-led live programming that improve the live experience.

Please provide a sample film file of up to 30 minutes.

Any in-person gaming-related experience or activation that was held at a consumer or B2B event for product launch or promotion. This could include, but not be limited to, installations, festivals, conventions, esports competitions etc.

Immersive XR-led experiences that creatively push the boundaries of technology within gaming, placing audiences inside interactive spatial environments or layering digital content onto the physical world. This could include but is not limited to headset and device-based work, spatial computing, passthrough MR overlays, volumetric storytelling and novel interfaces such as haptics and wearables. Does not include prototypes of early-stage technology.

Mobile games either specifically made for a brand or the strategic and creative integration of a brand into a game designed for and played on a mobile device.

The seamless integration of a brand into a game or gaming platform, enhancing the overall gaming experience and delivering tangible business results. This could include, but not be limited to, one-off stunts and events, temporary environments or permanent brand installations within existing or new gaming platforms.

Innovative use of gaming/streaming platforms to effectively promote a brand, product or service.

Immersive gaming experiences created to launch or relaunch a game or gaming product.

Work that focuses on the development, maintenance and nurturing of a gaming audience. The work should demonstrate how engaging with a gaming community has increased social engagement, enhancing the brand reputation and trust within the community.

The creative and innovative use of content creators, streamers and/or influencers to connect with gaming communities through authentic, platform-native content. This may include, but is not limited to, collaborations, sponsored content and user-generated content to drive a brand’s message and engage with a specific audience within the gaming community. ​

Strategic partnerships and collaborations between gaming brands and non-gaming brands that leverage gaming experiences, branded content and entertainment to meet specific business goals and mutually benefit everyone involved.

Strategic partnerships between a brand and a known gaming talent.

Gaming work that tackles and confronts disparities based on sex, sexuality, disability, age, race, ethnicity, origin, religion or other status within the gaming community.

The innovative use of new or existing technology, platforms, media or channels to create branded products and content that enhance the gaming experience, comfort, performance, safety and accessibility for gamers.

Brands that have creatively adapted their approach in response to competitor pressure by challenging the status quo to create game-changing work that uses progressive thinking and innovative creativity.

Work inspired by a specific audience or community, relying on identifiable social behaviour. The work should demonstrate how leveraging insights into consumer behaviour can create a powerful connection with a brand.

Work that celebrates the art of humour in branded communications, infusing wit, satire, and cleverness into campaigns that provide amusement and create memorable, laughter-inducing connections with audiences.

Creative use of modest budgets and/or resources in relation to the market and/or industry to create maximum impact. The work should demonstrate how fresh insight, smart spending and compelling strategic thinking solved a business problem despite limited resources.

Work that honours brands that craft strategic solutions rooted in the lived experiences of culturally grounded communities. This approach reflects and translates the nuances of customs, behaviours, and traditions that shape foundational perspectives on identity (e.g. disability, gender, race, orientation, age). Such insights reveal how diverse audiences choose brands and media experiences, driving growth and impact.

The word limit for this section is 100 words.

This question is compulsory.

Please provide any brand and cultural context that would help the jury understand any cultural, national or regional nuances applicable to this work.

You should outline why this piece of work was created for this particular brand, in this market, at this particular moment in time, with all of the cultural and market conditions.

The word limit for this section is 250 words.

This question is compulsory.

Please select the objective(s) that were most important when creating this work – what the work set out to achieve.

For the jury to accurately assess the work, it must first establish its objectives. As you progress through the entry system, you must link your results back to each objective selected.

• Overachieve on brand metrics (e.g. awareness, engagement)
• Change consumer behaviour (e.g. attitudes, frequency, penetration)
• Create short-term sales growth (e.g. sales, promotions, discounts)
• Improve brand health (e.g. consideration, preference)
• Create sustained sales success (e.g. profit, sales)
• Create long-term brand and sales growth (e.g. shareholder value, retention, loyalty)

There is no word limit for this section.

This question is compulsory.

Please provide a summary of your entry.

• describe the background and context behind the work
• what creative challenges did the work face

This should be an overview of the work and an analysis of its effectiveness. You should describe how the objectives of the campaign have been successfully met.

The word limit for this section is 150 words.

This question is compulsory.

Consider the following when describing the creative idea:

• Does the work cross boundaries/have the ability to think beyond conventional boundaries or categories?
• Does the work evoke surprise/have the power to continue captivating attention?
• Does the work transcend the original challenge?
• Does the work incorporate breakthrough thinking?
• How did the creative insight directly influence the amplification of the brand message?

The word limit for this section is 150 words.

This question is compulsory.

Consider the following when describing the strategy:

• Was the strategy based on consumer behaviour and/or cultural insight?
• Did the insight come from research and data?
• Did creativity play a key role in the interpretation of the business challenge?
• Was this piece of work relevant to the defined target audience?
• Does the work genuinely solve a real problem?
• Community building and management approach

The word limit for this section is 150 words.

This question is compulsory.

Consider the following when describing the execution:

• How effectively was the concept brought to life?
• What specific implementation strategies were employed to ensure success?
• Which channels were utilised for placement, and were they optimal for reaching the target audience?
• How extensive was the scale of the execution in relation to the defined objectives?
• Did the execution adapt to any unexpected challenges or changes in the environment?

The word limit for this section is 150 words.

This question is compulsory.

If yes, you must disclose how it was used, considering the following:

• What AI tools were used?
• What was the extent of AI use in the final work?
• What were the data sources or inputs for any AI-generated elements, and where did they originate?

For guidance on acceptable AI usage please refer to the LIONS Integrity Handbook. Misrepresentation or wilful omission may result in your entry being withdrawn.

The word limit for this section is 150 words.

This question is compulsory.

As a member of AdNet Zero, we believe in the collective responsibility to reduce the carbon impact of developing, producing and running advertising to achieve real net zero. Please outline how this piece of work aligns with the brand's sustainability strategy and consider the following:

• Environmental cost: What steps were taken to measure, reduce and manage the environmental footprint of the work across its life cycle?
• Meaningful claims: What evidence can you provide to support any sustainability related claims made in the work, ensuring they are credible and meaningful?
• Long-term commitments: How do the sustainability-related claims reflect the brand's broader strategy and focus on relevant issues?

Please provide details of the benchmarks used to measure the success of this work's contribution to the overall strategy. This could include but is not limited to targets related to advertising business operations - advertising production - media planning and buying.

There is no word limit for this section.

This question is optional.

Based on the brief, what consideration was given to representation and diversity of the team(s) involved?

What consideration was given to accessibility in the work and what role did DEI thinking play throughout the development of the work?

There is no word limit for this section.

This question is optional.

If there are additional results you wish to disclose to the Jury but prefer to keep confidential, please enter them below.

The word limit for this section is 150 words.

This question is optional.

Please tell us how the work tackled and confronted disparities within the gaming community/industry.

The word limit for this section is 150 words.

This question is compulsory for E01.

Please outline the innovative elements of the work.

The word limit for this section is 150 words.

This question is compulsory for E02.

Please tell us how the work challenged or was different from the brand's competitors.

The word limit for this section is 150 words.

This question is compulsory for E03.

Please tell us about the social behaviour that inspired the work.

The word limit for this section is 150 words.

This question is compulsory for E04.

Please tell us about the humour insight that inspired the work.

The word limit for this section is 150 words.

This question is compulsory for E05.

Budget Details

Please provide budget details that show how the campaign achieved breakthrough results on a limited budget. Consider:

• the overall budget
• the breakdown of costs
• how the campaign maximised reach vs expenditure
• the significant impact this adjustment had on the campaign's effectiveness.

We recommend providing as much context as possible to understand the budget spend. However, we understand that different cases will have different types of results.

*(Any confidential information should be entered in the confidential information field)

The word limit for this section is 150 words.

This question is compulsory for E06.

Please tell us about the specific cultural insight that drove the nuanced engagement behind this work.

The word limit for this section is 150 words.

This question is compulsory for E07.