How to win an MCV AWARD

April marks the 10th Anniversary of the MCV Industry Excellence Awards, and we’ve a special night planned to celebrate the trade’s successes.

This event is about the hard work done by the people in the industry. While 2012’s event may be a milestone for us, the real story is the milestones you, the trade, have hit in the last ten years.

The first MCV Awards took place just as the business began a fabulous decade of significant growth. When we started we were a small industry punching above our weight, today games are closely watched by the mainstream. Only last week the business analysts were dwelling on the year on year dip in boxed game sales. In the face of those reports, it’s easy to underestimate the sheer size of the business or just how wonderful and pioneering games have become overall.

That’s something we’ll remind you of on the night – while also focusing on the here and now.

Our new award for Digital Retailer is a testament to that. Likewise, we’ve also changed the event slightly, with fairer pricing and a sexier new venue.But some things don’t change: the MCV Awards are all about you. And the process begins with you.

On this page we detail all the categories and criteria. The awards are run with a transparent system where the MCV team chooses the finalists – and the industry chooses the winners. We don’t charge to enter, there’s next to no faffing required. We offer everyone the chance to be considered.

So lobbying is open now, and if your company or project has achieved genuine excellence over the past year, let us know. Similarly, you can lobby on behalf of a supplier, customer… or rival.

Email MCVawards@intentmedia.co.uk (with ‘Lobbying’ in the subject), telling us who you are lobbying for and why. Winners are mostly decided by our 100-strong Judging Panel, who vote confidentially but are named after the event.

Once again, the PR Team prize will be voted for by a panel of games media. The Special Recognition Award is voted only by retail and, specifically, members of the MCV Retail Advisory Board.

On the night, we’ll be raising a glass or three to our 20 winners and ten wonderful years for games – see you there.

KEY DATES

* LOBBYING OPEN NOW
*February 3rd: Lobbying closes
*February 17th: Finalists announced in MCV
*April 19th: MCV Awards night

MCV AWARDS 2012 CATEGORIES

Retail

Independent Retailer – High Street & Online
Star Store
Digital Retailer
Digital Retail Innovation
Specialist Retailer – High Street & Online
Mainstream Retailer – High Street & Online

PR & Marketing

Peripherals & Accessories Brand
New Game Brand
Trade Marketing Team
Best Use of Social Media
PR Team
Game Campaign
Marketing Team

People & Industry

Digital Distribution Team
High Street Distribution Team
Sales TriumphSales Team
Games Publisher

Special Awards

MCV Retail Advisory Board: Special Recognition
Grand Prix

TICKETS & SPONSORSHIP

This year’s MCV Industry Excellence Awards ceremony takes place on Thursday, April 19th at the Lancaster London Hotel. Over 600 games industry executives attend this prestigious event. Guests are advised to purchase tickets or tables early, as this event is always a sell-out.

For 2012, single-band pricing has been introduced to make the event more accessible. It is 2,599 +?VAT for a table and 275 + VAT?for a single seat. A wide range of sponsorship opportunities are also available.

ContactKathryn.Humphrey@intentmedia.co.uk, 01992 535646 for more details on attendance and sponsorship.

RETAIL AWARDS

INDEPENDENT RETAILER – High Street & Online

Who is eligible?
This award is open to all independent-oriented retailers – be they individual stores, chains (up to 30 stores) or online indies – that specialises in selling video games.

Judging criteria:
* Customer service
*Product knowledge
*Range and merchandising
*Commitment to street dates
*Marketing activity

Previous Winners
2011: ShopTo.net
2010: Grainger Games
2008: Grainger Games
2007: ePlay
2006: ePlay

STAR STORE

Who is eligible?
This award is open to a single branch of any retailer of computer and video games products – inclusive of independents, chains, specialist or mainstream outlet.

Judging criteria:
* Sales performance
*Product knowledge
*Customer service
*Merchandising and compliance
*Marketing activity

Previous Winners
2011: HMV, Oxford Street
2010: HMV, 360Oxford Street
2009: Gamestation, Birmingham New Street
2008: Zavvi, Oxford Street

DIGITAL RETAIL INNOVATION

Who is eligible?
Any publisher, retailer, merchandiser, online services or portal that has shown innovative or original ways to promote the sale of digital content online and/or in-store.

Judging criteria:
* Commercial success
*Product/price promotions
*Marketing activity
*Use of technology
*New launches

Previous Winners
2011: Dead Rising 2DLC (Capcom)

SPECIALIST RETAILER – High Street & Online

Who is eligible?
This award is for any large retail chain (31 stores or more) or online store that specialises in selling video games, hardware and accessories.

Judging criteria:
* Customer service
*Product knowledge
*Range and merchandising
*Commitment to street dates
*Marketing activity

Previous Winners
2011: GAME
Winners of similar awards in previous years include
2010: HMV
2009: GAME

MAINSTREAM RETAILER

Who is eligible?
This award is for any large retail chain or online store that sells video games, hardware and accessories as part of a wider product mix.

Judging criteria:
* Customer service
*Range and merchandising
*Commitment to street dates
*Games-specific marketing and promotional activity

Previous Winners
2011: Amazon
Winners of similar awards in previous years include
2010: Asda
2009:?Play.com

DIGITAL RETAILER

Who is eligible?
This new award is for any digital store that sells software for PC direct to consumers.

Judging criteria:
* Customer service
*Range and marketing
*Use of technology
*Ease of use
*Industry relations (including developer support)

New award
This award is brand new for the 2012 MCV Industry Excellence Awards.

How do I make my opinion heard?

All MCV readers can put forward a retailer by emailing a nomination to MCVawards@intentmedia.co.uk by Friday, February 3rd with a brief summary of why you think it has had an outstanding 12 months.

GRAND PRIX AWARD

Who is eligible for this award?
Any UK-based company active within the interactive entertainment industry that has enjoyed commercial and critical success, whilst showing highest levels of support and efficiency at trade level.

How is this award won?
The winner of this award is voted for entirely by MCV. Nothing will be revealed until the awards night on April 19th.

Previous Winners
2011: Ubisoft
2010: Microsoft
2009: EA?Sports
2008: Nintendo
2007: Nintendo
2006: Sony
2005: Nintendo
2004: Electronic Arts
2003: Microsoft

PR & MARKETING

PERIPHERALS & ACCESSORIES BRAND

Who is eligible?
This award is for any company that designs, distributes and/or manufactures its own brand of peripherals and accessories for use with home consoles, handhelds or PC games.

Judging criteria:
* Innovation
*Quality of products
*Marketing
*Retail strategy
*Sales success

Previous Winner
2011: Gioteck
2010: Mad Catz

NEW GAME BRAND

Who is eligible?
A new game brand introduced over the past 12 months that has made a significant impact at consumer level within the UK marketplace.

Judging criteria:
* Commercial success
*Long-term brand potential
*Innovation and creativity
*Marketing support and impact

Previous Winners
2011: Dance Central
2010: Just Dance
2009: LittleBigPlanet
2008: Assassin’s Creed
2007: Guitar Hero
2006: Nintendogs

TRADE MARKETING TEAM

Who is eligible?
This award is for any company or team that worked on campaigns dedicated to in-store and retail support, inclusive of trade advertising, POS, distribution and merchandising.

Judging criteria:
* Effective communication of product or brand messages
*Creativity
*Influence on sales performance
*Efficiency and customer service

Previous Winners
2011: Microsoft
2010: Nintendo
2008: Electronic Arts
2007: Ubisoft
2006: Microsoft
2005: Nintendo

BEST USE OF SOCIAL MEDIA

Who is eligible?
This award is for any product or brand that was promoted using social networking, video, and community channels with striking creatives, strong messaging, and commercial impact.

Judging criteria
* Effective communication of brand’s messages
*Creativity
*Influence on sales performance
*Influence on audience
*Impact vs budget

Previous Winners
2011: Fable III Kingmaker App (Microsoft)

PR TEAM

Who is eligible?
This award is open to all PR staff who worked on UK games industry campaigns during the past 12 months. Inclusive of in-house departments and retained or project-based agencies.

Judging criteria:
* Originality and imagination
*Effective use of assets and creation of new materials
*Responsiveness and relations with the media
(Note: this prize is voted for by a panel of over 100 UK games media)

Previous Winners
2011: Electronic Arts
2010: Sega
2009: Nintendo
2008: Nintendo
2007: Nintendo
2006: Nintendo

GAME CAMPAIGN

Who is eligible?
Any company that ran a significant marketing campaign in the UK supporting products or services within games. Media considered includes TV, online, radio, outdoor and print, plus trade.

Judging criteria:
* Effective communication of product or brand messages
*Creativity and execution
*Influence on sales performance
*Impact vs budget available
*Media strategy

Previous Winners
2011: Red Dead Redemption
2010: Modern Warfare 2
2009: Wii Fit
2008: Halo 3
2007: Gears of War

MARKETING TEAM

Who is eligible?
Any UK-based marketing team or specialist company that has worked on more than one product or project within the interactive entertainment market over the past 12 months.

Judging criteria:
* Effective communication of product or brand messages
*Creativity
*Influence on sales performance
*Impact vs budget and resource level

Previous Winners
2011: Nintendo
2010: Nintendo
2009: Nintendo
2008: Nintendo
2007: Nintendo
2006: Nintendo

How do I make my opinion heard?
All MCV readers can put forward a retailer by emailing a nomination toMCVawards@intentmedia.co.ukby Friday, February 3rd with a brief summary of why you think it has had an outstanding 12 months.

PEOPLE & INDUSTRY

DIGITAL DISTRIBUTION TEAM

Who is eligible?
This award is for any digital distributor, portal, publisher or format holder selling games for download direct to consumers in the UK, through console or computer.

Judging criteria:
* Trade relations
*Support for developers/small-publishers
*Customer service
*Price promotions
*Marketing strategy

Previous Winners
2011: Sega

HIGH STREET DISTRIBUTION TEAM

Who is eligible?
Any distributor active within the interactive entertainment industry serving outlets large and small across the UK.

Judging criteria:
* Speed of service
*Order fulfilment
*Customer service
*Product condition
*Commitment to an orderly market

Previous Winners
2011: Gem
2010: CentreSoft
2009: CentreSoft
2008: CentreSoft
2007: Koch Media
2006: CentreSoft

SALES TRIUMPH

Who is eligible?
Any publisher – big or small – has the chance to snap up this award, which will highlight the product that has achieved better-than-expected sales at UK retail.

Judging criteria:
* Sales performance
*Product expectations
*Over-achievement

Previous Winners
2011: F1 2010
2010: Just Dance
2009: Fallout 3
2008: Cooking Mama
2007: World of Warcraft

SALES TEAM

Who is eligible?
Any UK-based sales team or specialist sales force, including in-house staff and outsourced service companies.

Judging criteria:
* Product knowledge
*Depth of advance information
*Telesales customer care
*Field sales reliability
*Sales performance

Previous Winners
2011: Nintendo
2010: Microsoft
2009: Sega
2008: Ubisoft
2007: THQ
2006: THQ

GAMES PUBLISHER

Who is eligible?
Any company publishing games in the UK market that has achieved notable commercial or critical success and generally high levels of performance over the last 12 months.

Judging criteria:
* Sales development
*Product quality
*Trade relations
*Customer service
*Marketing agility

Previous Winners
2011: Electronic Arts
2010: Activision
2009: Activision
2008: Nintendo
2007: Nintendo
2006: EA

How do I make my opinion heard?
All MCV readers can put forward a retailer by emailing a nomination toMCVawards@intentmedia.co.ukby Friday, February 3rd with a brief summary of why you think it has had an outstanding 12 months.

MCV RETAIL ADVISORY BOARD – SPECIAL RECOGNITION

Who is eligible for this award?
Any UK-based company or individual active within the interactive entertainment industry that has had dealings with the stores represented by the MCV Retail Advisory Board over the past 12 months.

Judges will considerthe following criteria:
Sales performance, attitude and efficiency, innovation, success within budgetary constraints, long-term vision and problem-solving.

MCV Retail Advisory Board members:Anna-Marie Mason,GAME & Gamestation; Andrew Thompson,Asda; Mark Burgess,Tesco;Mick Finucane,GameStop;Don McCabe,Chips;Keith Sharpe,Play.com;Sarah Jasper,The Hut Group;Nick Sultanti,Morrisons;Robert Hennessy,John Lewis;Graham Chambers,Amazon;Christopher Rogers,Dixons Retail;Igor Cipolletta,ShopTo;Anthony Stocker,Argos;Stephen Staley,Gameseek;Lucy Scott, Comet; Gurdeep Hunjan, Sainsbury’s;Phil Moore,Grainger Games

TICKETS & SPONSORSHIP

This year’s MCV Industry Excellence Awards ceremony takes place on Thursday, April 19th at the Lancaster London Hotel. Over 600 games industry executives attend this prestigious event. Guests are advised to purchase tickets or tables early, as this event is always a sell-out.

For 2012, single-band pricing has been introduced to make the event more accessible. It is 2,599 +VAT for a table and 275 + VAT for a single seat. A wide range of sponsorship opportunities are also available.

ContactKathryn.Humphrey@intentmedia.co.uk, 01992 535646 for more details on attendance and sponsorship.