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Entertainment Lions for Gaming

The Entertainment Lions for Gaming celebrate creative work that connects people to brands through gameplay.

Introduction

The history of the Entertainment Lions for Gaming

Between 2018 and 2023, Lion-winning entries involving gaming increased by an impressive 74%, reflecting the growing significance of the gaming industry in the marketing and entertainment sectors. This surge in interest and creativity within gaming led to the introduction of the Entertainment Lions for Gaming in 2023. This Award was specifically created to acknowledge and celebrate the evolving relationship between brands and gaming communities, recognising campaigns that not only engage these communities in meaningful ways, but also enhance the overall gaming experience.

The Entertainment Lions for Gaming recognise the dual goal of gaming work: to engage and add value to gaming communities while achieving tangible commercial success for the brands involved. By combining creative excellence with strategic thinking, these campaigns demonstrate how brands can effectively tap into the gaming world, driving both cultural relevance and business results. As gaming continues to rise as a dominant force in culture and entertainment, the Entertainment Lions for Gaming reflect its growing importance in branded communications.

What kind of work can be entered?

The Entertainment Lions for Gaming celebrate work that creatively engages gaming communities and integrates brands into the gaming world in ways that enhance the player experience. This may include but is not limited to branded in-game content, such as skins, items, or environments that contribute to the narrative or gameplay, as well as interactive campaigns that tap into the gaming culture. The work may also include sponsorships or partnerships with esports events, influencers, or streaming platforms, or even campaigns that build immersive experiences within virtual worlds or games. The key focus is on adding real value to the gaming community, whether through entertainment, innovation, or community-building, while also driving commercial success for the brand.

What’s the Jury looking for?

Work that creatively and authentically engages gaming communities, seamlessly integrating the brand into the gaming experience. The work should demonstrate innovation in how brands interact with players, whether through in-game content, virtual events, or interactive experiences that enhance gameplay and resonate with the gaming culture. The work should also add value to the player experience, foster community and inclusion, and feel natural within the gaming environment. The Jury will also look for campaigns that deliver tangible results for the brand, balancing entertainment with commercial success, while maintaining authenticity and relevance to the gaming world.

THIS IS NOT A GAME | MOVISTAR | VML, MEXICO CITY | GOLD, ENTERTAINMENT LIONS FOR GAMING | 2024

The Categories

A. Branded Content for Gaming

Creative content crafted to build awareness for a brand by associating it with culture and values through the use of gaming and storytelling.

B. Gaming-Led Brand Experience

Meaningful, engaging experiences and activations created to attract or maintain an audience.

C. Community

Work that focuses on the development, maintenance and nurturing of a community or fanbase.

D. Partnerships

Exceptional strategic partnerships between brands and gaming-related entities.

E. Challenges & Breakthroughs

Creative and innovative work that is brought to life through deep cultural insight, regional context and progressive thinking.

Eligibility

Work will need to have been executed during the eligibility period of 8 February 2024 – 10 April 2025.

Is there a limit to how many times I can enter?

There is no overall limit to how many times the same piece of work can be entered into Entertainment Lions for Gaming as long as the categories chosen are relevant.

Esports may be entered across all categories within Entertainment Lions for Gaming.

STARR PARK CCTV | BRAWL STARS | SUPERCELL, HELSINKI | BRONZE, ENTERTAINMENT LIONS FOR GAMING | 2024

Previous Winners

The Everyday Tactician

Cannes Lions 2024 Grand Prix McCann, London / Xbox/ 2024

Xbox turned a Football Manager fan into a real-life tactician for UK club Bromley FC. Nathan Owolabi’s expertise led to Bromley FC’s historic promotion to the English Football League. This resulted in a 190% rise in Xbox gamers.

THE EVERYDAY TACTICIAN | XBOX | McCANN LONDON | GRAND PRIX, ENTERTAINMENT LIONS FOR GAMING | 2024

Why the work won

The Entertainment Lions for Gaming Jury awarded this work the Grand Prix for its innovative approach, combining a captivating narrative with interactive gameplay that pushed the boundaries of what’s possible in the gaming world.

Jury President Lydia Winters highlighted the project’s unique point of view, which allowed it to stand apart from other entries, as well as its strong community engagement that fostered a deeper connection with players. The engaging storyline kept players invested, while also offering them valuable real-world lessons that extended beyond the screen. The Jury also recognised the stellar business results the campaign achieved, showing that entertainment and education can go hand in hand, with a brand-driven initiative that resonated with audiences and delivered tangible outcomes.

THE EVERYDAY TACTICIAN | XBOX | McCANN LONDON | GRAND PRIX, ENTERTAINMENT LIONS FOR GAMING | 2024

Inside the Jury Room: Entertainment Lions for Gaming

To hear more from the Jury and how they decided on the winning work, check out the video below.

Entries & Judging

What are the judging criteria?

A number of criteria will be considered during judging, weighted as follows: 30% creative idea; 20% strategy & insight; 30% craft & execution; 20% results.

What do I need to provide with my entry?

To enter, you’ll need to complete an online entry form, which can be found on the Cannes Lions entry site. In the ‘Written Explanation’ section, you’ll be asked to provide the Jury with everything they need to know about your work.

You’ll also be able to submit optional supporting materials to provide additional context with your entry.

All case films, films, demo films and original content must be subtitled in English.

Detailed information outlining the entry process can be found on A Guide to the Cannes Lions Awards.

What if I don’t have all the details right away?

Don’t worry – you can fill in the form in any order and save your progress at any time while it’s still in the pending stage. However, please only check out when your entry is 100% complete as no changes can be made to your entry once you’ve clicked “Submit” and “Checkout”.

The Written Submission

Here’s the questions you’ll be asked regarding your work.

To start your entry to the Entertainment Lions for Gaming, go to our Awards page.

The Jury will refer to the written explanation you provide throughout the judging process. Our advice is to provide as much relevant detail as possible.

When answering the following questions keep the main element you’re trying to celebrate in mind (e.g. the storytelling, the strategy, the craft, the use of data).

The bullet points under each question are prompts designed to guide your thinking, based on the factors the jury will be considering when reviewing your work. You might not need to use them all, and that’s totally fine. They’re there to help you consider what’s most important in your work.

Questions

Category Specific Questions

LEGO FORTNITE | LEGO | THE LEGO GROUP, BILLUND | BRONZE, ENTERTAINMENT LIONS FOR GAMING | 2024

Contact us

Everything you need to know to enter

For more detailed information on how to use the entry site, craft a compelling submission or submit your work we have a whole range of resources.

From Entry Guides that give you a step-by-step overview of the entire process to the Entry Kits that provide all the detailed rules and requirements for each and every category.

Information and advice on how to enter

We are here to help

As Awards Experts, we know the Lions inside out. We can help with:

  • Sharing the updates to the Awards for 2025
  • Offering best-practice advice on how to craft a compelling entry
  • Discussing your work and relevant categories
  • Scheduling regular catch-ups to answer any questions that arise throughout the entry process.

Whether you have a specific query or would like expert advice, get in touch today.

Email: awards@canneslions.com Helpline: +44 0 20 7046 1155