2015 IDG WORLD EXPO GAME MARKETING AWARDS

2015 IDG WORLD EXPO GAME MARKETING AWARDS The IDG World Expo Game Marketing Awards celebrates the best practices in marketing, promotion and advertising for the video gaming and interactive entertainment community. The following guidelines are designed to explain the CONTENT & MATERIALS that can be entered into each category of the competition Eligibility The Game Marketing Awards honor the best work in marketing, promotion, advertising and design from any company or individual, broadcast, published or released in any market during the eligibility period of December 1, 2013 and December 31, 2014 (13 months). Entries into the categories for the 2015 IDG World Expo Game Marketing Awards Competition will be judged on excellence in strategy, creativity and execution as well as results in achieving objectives. Online Entry Fees and Deadlines The competition officially opens on Tuesday, December 2, 2014. As the deadlines pass, unfortunately the lowest price for entry does as well. The final deadline for entry into the competition is Thursday, February 19, 2015, at 11:59 pm PST. All physical materials must be received in the Game Marketing office in Santa Monica by Monday, February 23, 2015 at 5:00pm PST to be included. Please Note: All submissions become the property of IDG World Expo Game Marketing to be used at their discretion. All relevant permissions and copyrights are assumed to be cleared by the entrant. Please see below for all of the pricing details for the entry deadlines. December 2 January 29 $300 single $375 campaign January 30 February 12 ($50 late fee) $350 single $425 campaign February 13 February 19 (additional $50 late fee) $400 single $475 campaign 2015 IDG W o r l d E x p o G a m e M a r k e t i n g A w a r d s Page 1

WHO CAN ENTER Who Can Enter Entrant can represent the client, vendor or their agent; there is no stipulation in any category regarding the entrant so long as the work was for air, broadcast, publishing or release within any market. MEDIA DESCRIPTIONS: Digital Media: The term Digital Media encompasses all material submitted on DVD, CD, flash/hard drive. Please refer to the category descriptions for more information regarding the types of media required or eligible for each category and note that this media will not be returned (i.e. flash/hard drives). Video Upload: The term Video Upload encompasses all material submitted by way of the Game Marketing/PromaxBDA Awards digital upload system. Please refer to the category descriptions for more information regarding the types of media required for each category. Printed Material: The term Printed Material encompasses all material submitted mounted on cardboard/foam board or uploaded as.pdf in the awards system. Please refer to the category descriptions for more information regarding the types of media required for each category and note that this media will not be returned. Premium Items: The term Premium Items encompasses all promotional items such as t-shirts, mugs, calendars, pens, notepads, games, etc. Please refer to the category descriptions for more information regarding the types of items required for each category and how to submit them and note that this media will not be returned. Collateral Items: The term Collateral Items encompasses all collateral items that are essential elements created to support a promotional campaign such as pamphlets, flyers, brochures, displays, press kits, etc. Please refer to the category descriptions for more information regarding the types of items required for each category and how to submit them and note that this media will not be returned. Interactive Media: The term Interactive Media refers to any marketing, or promotional content produced in part or in full for any interactive platform, medium or technology including (but not limited to) websites, microsites, walled gardens, mobile, kiosk, CD, DVD, Enhanced or Interactive Programming Guide (EPG/IPG), digital advertising unit or email communication. Please refer to the category descriptions for more information regarding the types of items required for each category and how to submit them. QUESTIONS: Please contact the Game Marketing Awards Department: Jaiseth Caraan (310) 789-1502 or jaiseth@promaxbda.org 2015 IDG W o r l d E x p o G a m e M a r k e t i n g A w a r d s Page 2

IMPORTANT FOR YOU TO KNOW In the event that any individual category attracts fewer than 5 entries or less than 5 submitting companies, the organizer reserves the right to withdraw that category from the competition. In this event, the participating companies will receive a credit towards future entry fees. No cash refund will be given. The awards to be given for the 2015 award season will be gold statues, silver statues & bronze certificates. If in any category entries do not meet the standard deemed award worthy by the judges, it is possible that there will be no awards given in that category. Game Marketing will not be responsible for the holding of any materials submitted after the awards period has ended. Such materials will not be returned. All submissions become the property of IDG World Expo Game Marketing to be used at their discretion. All relevant permissions and copyrights are assumed to be cleared by the entrant. The organizers reserve the right to add, subtract, amend or otherwise revise any category during the course of the competition. Notice and updates of revisions will be posted on our website. The judging guidelines can be provided upon request. IMPORTANT NOTE In the event that your submission(s) should make the Finalist List, you may be requested to provide a higher quality HD version for any video submission, to be resubmitted for the purpose of the Awards Show. 2015 IDG W o r l d E x p o G a m e M a r k e t i n g A w a r d s Page 3

2015 IDG WORLD EXPO GAME MARKETING SUBMISSION GROUPS The Game Marketing Awards honor the best in marketing, promotion and advertising for the video gaming and interactive entertainment community released within any market. The following categories are eligible for entries that have been broadcast, published or released within any market during the eligibility period and will be judged on excellence in strategy, creativity and execution; as well as results in achieving objectives. SPECIAL PROJECT S 01. GaMeS GIVE VIDEO ASSET CATEGORIES 01. OUTSTANDING TV OR THEATRICAL AD 02. OUTSTANDING SOCIAL MEDIA AD: SHORT FORM 03. FUNNIEST VIDEO ASSET 04. OUTSTANDING PROMOTIONAL TRAILER 05 OUTSTANDING PROMOTIONAL TRAILER MOBILE GAMES 06 OUTSTANDING PROMOTIONAL TRAILER INDIE GAMES 07. BEST GAME FOOTAGE TRAILER 08. BEST LONG FORMAT FEATURING PROMOTIONAL CONTENT 09. BEST SHORT FORMAT FEATURING PROMOTIONAL CONTENT 10. BEST LIVE ACTION PROMOTIONAL CONTENT 11. BEST USE OF MUSIC IN A PROMOTIONAL PIECE EFFECTIVE INTEGRATED MEDIA MARKETING CATEGORIES 12. OUTSTANDING OVERALL MARKETING CAMPAIGN OF THE YEAR (All Inclusive) 13. OUTSTANDING OVERALL MARKETING CAMPAIGN CORE GAMES (Sports, Action, etc.) 14. OUTSTANDING OVERALL MARKETING CAMPAIGN FAMILY GAMES (Music, Fitness, Kids, etc.) 15. OUTSTANDING OVERALL MARKETING CAMPAIGN MOBILE GAMES 16. OUTSTANDING MARKETING - FREE 2 PLAY ADVERTISING CATEGORIES 17. OUTSTANDING OVERALL ADVERTISING CAMPAIGN 18. STANDOUT OUTDOOR ADVERTISING PR CATEGORIES 19. BEST USE OF INFLUENCERS INTEGRATION 20. BEST PR CAMPAIGN RETAIL, TRADE & PACKAGING CATEGORIES 21. STANDOUT OVERALL POP DISPLAY 22. BEST BOX ART (Standard Game Version) 23. BEST LIMITED EDITION, SPECIAL EDITION OR COLLECTOR'S EDITION 24. BEST SHOWING AT A TRADE OR CONSUMER EVENT 25. BEST RETAIL MARKETING CAMPAIGN 26. BEST TRADE COLLATERAL 27. BEST WEBSITE FOR A PRODUCT INTERACTIVE CATEGORIES 28. BEST DIGITAL ADVERTISING CAMPAIGN 29. BEST USE OF SOCIAL MEDIA TO PROMOTE A GAME 30. BEST XBOX LIVE OR PLAYSTATION NETWORK CAMPAIGN 2015 IDG W o r l d E x p o G a m e M a r k e t i n g A w a r d s Page 4

CREATIVE CRAFT CATEGORIES 31. BEST USE OF SOUND DESIGN 32. BEST COPYWRITING FOR A MARKETING ASSET 33. BEST EDITING FOR A VIDEO ASSET 34. BEST CG FOR A VIDEO ASSET 35. BEST PRODUCT LOGO DESIGN 36. BEST KEY ART OTHER CATEGORIES NOT TO MISS OUT ON 37. BEST PROMOTIONAL PARTNERSHIP 38. BEST PRODUCT ANNOUNCEMENT 39. MOST EFFECTIVE BUZZ GENERATING TACTIC 40. BEST COOL SH*T 41. THINKING OUTSIDE OF THE BOX 42. FAVORITE TRAILER FAN VOTE 2015 IDG W o r l d E x p o G a m e M a r k e t i n g A w a r d s Page 5

2015 IDG WORLD EXPO GAME MARKETING AWARDS CATEGORY LIST SPECIAL PROJECT S 01. GaMeS GIVE The GMA s GaMeS Give Award honors one GMS Member company s best use of games to promote a charity. This award will celebrate the winner s outstanding commitment to a nonprofit partnership, prosocial cause, and/or its local community. The Elite Jury will select the recipient of this very special award and the chosen company will be presented on April 22, 2015, at the Game Marketing Awards gala. All entry fees for this category will be donated to the chosen cause of the winning company. Winning Company and their team members will be highlighted on the GMS website. Eligibility to enter: any company who has attended GMS in the past two years. One item per entry. Each video needs to be 2 minutes (2:00) or less. VIDEO ASSET CATEGORIES 01. OUTSTANDING TV OR THEATRICAL AD Any television or theatrical ad created for a specific game product or non-game specific platform/console. One item per entry. Each video needs to be 3:30 minutes (3:30) or less. 02. OUTSTANDING SOCIAL MEDIA AD: SHORT FORM Most effective and original use of social media to promote or market a specific game product. (ie. Vine, Facebook, etc.) One item per entry. Short form: Each video must not exceed 20 seconds (:20). 03. FUNNIEST VIDEO ASSET It's as subjective as it sounds but every year there is that gut-buster that just needs to be recognized. Any video communication (trailer, viral, ad, online, etc.) that is funny -- that's the criteria! 04. OUTSTANDING PROMOTIONAL TRAILER Video trailer created to promote product(s) for trade show, website, theatrical, DVD or retailer. Montages comprised of separate trailers are not eligible. 05. OUTSTANDING PROMOTIONAL TRAILER MOBILE GAMES Video trailer created specifically to promote a mobile game product(s) for trade show, website, theatrical, DVD or retailer. Montages comprised of separate trailers are not eligible. 06. OUTSTANDING PROMOTIONAL TRAILER INDIE GAME Video trailer created specifically to promote an Indie Game product(s) (i.e. Kickstarter Project) for trade show, website, theatrical, DVD or retailer. Montages comprised of separate trailers are not eligible. 07. BEST GAME FOOTAGE TRAILER Video trailer created using primarily in-game or game play footage to effectively market or promote a specific game/product. 2015 IDG W o r l d E x p o G a m e M a r k e t i n g A w a r d s Page 6

08. BEST LONG FORMAT FEATURING PROMOTIONAL CONTENT Any video asset, documentary material and/or other types of special features created to promote a specific game product (i.e. behind-the-scenes DEV. diaries). One item per entry. Each video needs to be edited down to a minimum of three minutes (3:00) and a maximum of eight minutes (8:00) for judging purposes. 09. BEST SHORT FORMAT FEATURING PROMOTIONAL CONTENT Any video asset, documentary material and/or other types of special features created to promote a specific game product (i.e. behind-the-scenes DEV. diaries). One item per entry. Maximum of three minutes (3:00) for judging purposes. 10. BEST LIVE ACTION PROMOTIONAL CONTENT Any single video, ad, trailer, etc. that demonstrates creative and effective live action promotion, as well as superior execution of the setting of the scene and meeting the objectives of the spot or campaign overall. Includes direction of actors/virtual actors, production design, etc. 11. BEST USE OF MUSIC IN A PROMOTIONAL PIECE Any single video, ad or trailer that demonstrates creative and effective use of a music track (previously recorded, sampled, licensed, etc.) used across any media (e.g., television, internet, mobile property, etc.) for a specific game product or nongame specific platform/console. EFFECTIVE INTEGRATED MEDIA MARKETING CATEGORIES EACH CATEGORY WITHIN THIS FIELD REQUIRES THAT THE STRATEGY AND TARGETED RESULTS ARE SUBMITTED IN THE MARKETING OBJECTIVE. 12. OUTSTANDING OVERALL MARKETING CAMPAIGN OF THE YEAR (All Inclusive) A series of thematically related elements created to effectively market or promote a specific game product or gaming platform or device (includes PR and retail). The strategy and targeted results must be submitted in the marketing objective. 13. OUTSTANDING OVERALL MARKETING CAMPAIGN CORE GAMES (Sports, Action, etc.) A series of thematically-related elements created to effectively market or promote a core game or gaming platform. May include social core games. The strategy and targeted results must be submitted in the marketing objective. 14. OUTSTANDING OVERALL MARKETING CAMPAIGN FAMILY GAMES (Music, Fitness, Kids, etc.) A series of thematically-related elements created to effectively market or promote a family game, gaming platform, or entertainment game (including music/rhythm, dance, fitness games, etc.). May also include free-to-play and social games. The strategy and targeted results must be submitted in the marketing objective. 2015 IDG W o r l d E x p o G a m e M a r k e t i n g A w a r d s Page 7

15. OUTSTANDING OVERALL MARKETING CAMPAIGN MOBILE GAMES A series of thematically-related elements created to effectively market or promote a traditional or non-traditional mobile game product. The strategy and targeted results must be submitted in the marketing objective. 16. OUTSTANDING MARKETING FREE TO PLAY A series of thematically-related elements created to effectively market or promote a free to play game at any point in the product's lifecycle. The strategy and targeted results must be submitted in the marketing objective and include specific KPIs indicating success towards the objective. ADVERTISING CATEGORIES 17. OUTSTANDING OVERALL ADVERTISING CAMPAIGN Any ad campaign/series of related television, online and outdoor advertising created for a specific game product or nongame specific platform/console. pieces of material may be disqualified. Each individual video piece needs to be eight minutes (8:00) or less. 18. STANDOUT OUTDOOR ADVERTISING Any outdoor/environmental/transit advertising (billboards, bus sides, electronic, building sides, 3-D); submit photo showing relationship to environment; for electronic/digital/animated must submit video of ad and its relationship to environment. (single or multiple entry) Minimum one; maximum five elements. Multiple elements will be judged as a whole. Entries containing more than five pieces of material may be disqualified. For all print or photographic material, each piece may be uploaded as a.pdf or must be mounted and labeled. PR CATEGORIES 19. BEST USE OF INFLUENCERS INTEGRATION Best integration of an influencer (e.g.youtube or Twitch) with regard to a creative and effective use of a celebrity to market or promote a specific game product or non-game specific platform/console brand. One item per entry. Each video needs to be five minutes (5:00) or less. If original video exceeds five minutes (5:00) please submit an edited synopsis. 20. BEST PR CAMPAIGN This award recognizes outstanding achievement in product PR, encompassing unpaid promotional efforts coordinated with consumer and enthusiast media, as well as YouTube and Twitch personalities/channels, from product announcement through commercial launch. Winners will demonstrate sound planning, impact, creativity and effectiveness of the campaign, as well as strong buzz generation and brand recognition, and genuine business outcomes aligned with the stated strategic campaign objective. pieces of material may be disqualified. Each individual video piece needs to be five minutes (5:00) or less, video montages may not exceed eight minutes (8:00) for judging purposes. Printed material must be mounted and labeled or submitted as PDF files. May submit live URL. RETAIL, TRADE & PACKAGING CATEGORIES 21. STANDOUT OVERALL POP DISPLAY A point of purchase display or standee created to promote products in-store. One item per entry. Must submit original display. 2015 IDG W o r l d E x p o G a m e M a r k e t i n g A w a r d s Page 8

22. BEST BOX ART (STANDARD GAME VERSION) Original packaging of standard retail box art that promotes the brand identity of the product and effectively communicates the product's features as well as promoting the publisher's brand image. Consists of product's physical container, label, and graphic design elements. One item per entry. Must submit original item. 23. BEST LIMITED EDITION, SPECIAL EDITION OR COLLECTOR'S EDITION For newly created limited edition or collector s edition games, released for the first time during the current eligibility year, even if contents were previously released. Includes packaging and content that goes outside of the standard template of a game. One item per entry. Must submit original item. 24. BEST SHOWING AT A TRADE OR CONSUMER EVENT Trade or consumer event display booth, room or area that promotes company, product, or brand. Inclusive of consumer and trade events national or international. (i.e. E3, PAX, Consumer shows, etc.) Print material must be mounted or submitted as PDF files. 25. BEST RETAIL MARKETING CAMPAIGN Series of thematically related elements created to promote products in-store to consumers. May include in-store window displays submitted by video or image (i.e. in-store displays, window display, in-store trailer, print/poster standee, collateral, premiums, etc.) may include pre-order strategies. pieces of material may be disqualified. Printed material must be mounted and labeled or submitted as PDF files. 26. BEST RETAIL TRADE COLLATERAL For any piece of trade collateral, educational material, retail mailer, manager kit, presentations, etc. created to promote product or company. One Item per entry. For all print or photographic material, each piece may be uploaded as a.pdf or must be mounted and labeled. 27. BEST WEBSITE FOR A PRODUCT Website that most effectively promotes or markets a product and offers the most satisfying on-brand interactive experience for consumers. One item per entry. Submit live URL. INTERACTIVE CATEGORIES 28. BEST DIGITAL ADVERTISING CAMPAIGN A series of thematically related digital advertising materials used to promote a specific product and/or company's brand image. This may include take-over or road block, banners, interstitials, video-based ad formats, pop-ups, flash movies, splash page, etc. Minimum two, maximum five, related but different items per entry to be judged as a unified whole. Entries containing more than five pieces of material may be disqualified. Submit live URL. 29. BEST USE OF SOCIAL MEDIA TO PROMOTE A GAME An innovative and effective use of social media, paid or owned channels, that effectively supports the promotion and marketing for a video game or gaming platform. Paid social media includes online advertising, community marketing, applications, etc. Owned channels may include a specific product and/or company s Twitter, Facebook, Instagram, etc One item per entry. Submit live URL. All media may be submitted to demonstrate success. (A write up of action and results may be submitted by PDF.) 30. BEST XBOX LIVE OR PLAYSTATION NETWORK CAMPAIGN An innovative and effective use of marketing leveraging Xbox Live or Playstation network. This may include third party content sponsorships, branded destinations and/or any other ad inventory driving sales, awareness, sweeps and any other content distribution or engagement. One item per entry. Submit live URL. All media may be submitted to demonstrate success. (A write up of action and results may be submitted by PDF.) 2015 IDG W o r l d E x p o G a m e M a r k e t i n g A w a r d s Page 9

CREATIVE CRAFT CATEGORIES 31. BEST USE OF SOUND DESIGN Creative and effective use of sound design for a video-based spot used across any media (e.g., television, internet, mobile property, etc.) for a specific game product or non-game specific platform/console. 32. BEST COPYWRITING FOR A MARKETING ASSET Any single video, print ad, online ad, trailer or static media, etc. that demonstrates creative and effective copywriting. 33. BEST EDITING FOR A VIDEO ASSET Any single video, ad, trailer, etc. that demonstrates creative and effective editing. 34. BEST CG FOR A VIDEO ASSET Best use of CG that demonstrates creativity and effectiveness. 35. BEST PRODUCT LOGO DESIGN Any video or print piece that shows creativity and originality of design for a logo and its use for the branding of a company or product. Combination of up to three elements of the same logo will be considered a single spot. Printed material must be mounted and labeled or submitted as a PDF file. 36. BEST KEY ART Any graphic element or illustration created and applied as key art for the promotion, packaging or advertising of a specific product. Single entry with multiple submission pieces accepted. Minimum 1, maximum 5, related but different items to be judged as a unified whole. Print material must be mounted and labeled or submitted as PDF files. OTHER CATEGORIES NOT TO MISS OUT ON 37. BEST PROMOTIONAL PARTNERSHIP Any promotional partnership between a game and a consumer brand or non-game product (does not include licensing deals) by way of video communication, ad, trailer, etc. created to effectively market or promote a specific game product or non-game specific platform. Media through TV and movies are permissible. May submit live URL. 38. BEST PRODUCT ANNOUNCEMENT Any combination of media created exclusively to announce a new product launch. Single entry with multiple submission pieces accepted. MUST provide KPI metrics that conveys overall results of product announcement. Minimum 1, maximum 8, related but different items to be judged as a unified whole. For video materials. Maximum duration eight minutes (8:00). Print material must be mounted and labeled or submitted as PDF files; for web material submit live URL (All media inclusive). 39. MOST EFFECTIVE BUZZ GENERATING TACTIC What promotional tactic got your gamers to go nuts?! Provide metrics of success (objective/results). Marketing may include mailers, collateral, promotional material, website, blog, movie or any other vehicle that promotes a product or company. Single entry with multiple submission pieces accepted. Minimum 1, maximum 8, related but different items to be judged as a unified whole. For video materials. Maximum duration eight minutes (8:00). Print material must be mounted and labeled or submitted as PDF files; for web material submit live URL (All media inclusive). 40. BEST COOL SH*T Show us your best promotional swag. Including any t-shirt, novelty item or other premium that promotes a specific product or company. Single entry with multiple submission pieces accepted. Minimum 1, maximum 5. Must submit original items for judges review. 2015 IDG W o r l d E x p o G a m e M a r k e t i n g A w a r d s Page 10

41. THINKING OUTSIDE OF THE BOX The sky is the limit with this one. This is your opportunity to show off your most creative, innovative and effective work. This special category recognizes the newest, freshest methods and techniques being used to creatively and effectively market game products, gaming platforms and/or devices. Including PR, stunts, innovation, etc. Minimum one; maximum five elements. Multiple elements will be judged as a whole. Entries containing more than five 42. FAVORITE TRAILER FAN VOTE Enter now for the GMA s first ever fan vote category. Game fans from around the world will vote for their favorite trailer created to promote interactive entertainment product(s) for tradeshow, website, theatrical, DVD or retail. Montages comprised of separate trailers are not eligible. Fans will vote during the month of March 2015 and the first ever winner of the FAVORITE TRAILER FAN VOTE will be presented on April 22, 2015 at the GMA gala. *** 2015 IDG W o r l d E x p o G a m e M a r k e t i n g A w a r d s Page 11