How to win an MCV Award

Ben Parfitt
How to win an MCV Award

The MCV Industry Excellence Awards return on Thursday April 22nd. And this year the categories have been tweaked slightly. Lobbying has now opened and you have less than a month to try for a position on the shortlist.

Finalists for each award will be announced in MCV on Friday, February 26th.

Here we explain the criteria for each of the categories and how to go about winning one of the coveted award.

Q. How is this award won?

MCV will take soundings from the industry and consider any direct lobbying from retailers, suppliers
or general readers before announcing a set of Finalists on Friday, February 26th.

The winner is voted for by the Judging Panel, which will consist of around 100 highly regarded industry executives taken from all sectors of the business.

Members of the jury vote in confidence and are only revealed after voting is complete. They cannot vote for themselves or associated companies.

Q. 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 12th with a brief summary of why you think it has had an outstanding 12 months.

Here is the complete list of categories:

RETAIL AWARDS

Supermarket

Who is eligible for this award?
This new award is open to all large-scale retail chains that stock video games as part of a wider range that includes grocery, clothing and electrical goods.

Judges will consider the following criteria:

* Window and in-store merchandising
* Games-specific marketing activity
* Sales growth
* Customer service
* Product knowledge and range
* Commitment to street dates

Independent Retailer (under 30 stores)

Who is eligible for this award?
This award is back by popular demand and is for any independent retailer operating one or more stores (up to a maximum of 29), which stock video games.

Judges will consider the following criteria:
* Customer service
* Product knowledge
* Range
* Window and in-store merchandising
* Commitment to street dates and an orderly market
* Marketing activity

Star Store

Who is eligible for this award?
This award is open to a single branch of any retailer of computer and video games products – inclusive of independents and chains.

Judges will consider the following criteria:
* Sales performance
* Product knowledge
* Customer service
* In-store merchandising and compliance
* Marketing activity

Online Retailer

Who is eligible for this award?
This award is open to any retailer which has a significant online offering of computer and video games.

Judges will consider the following criteria:
* Customer service and delivery
* Product knowledge and range
* Commitment to streetdates and an orderly market
* Games-specific marketing activity
* Sales growth

High Street Chain

Who is eligible for this award?
This award is open to any retailer running a chain of 30 or more stores, which stocks video games.

Judges will consider the following criteria:
* Customer service
* Product knowledge
* Range
* Window and in-store merchandising
* Commitment to street dates and an orderly market
* Marketing activity

PEOPLE & INDUSTRY AWARDS

Sales Team


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

Judges will consider the following criteria:
* Product knowledge
* Depth of advance information
* Telesales customer care
* Field sales reliability
* Sales performance

Distribution Team

Who is eligible for this award?
Any distributor active within the interactive entertainment industry.

Judges will consider the  following criteria:
* Speed of service
* Order fulfillment
* Customer service
* Product condition
* Commitment to an orderly market

UK Development Team

Who is eligible for this award?
The Development Team award looks to recognise and celebrate British games development talent. It is open to any UK-based team or studio irrespective of international ownership.

Judges will consider the following criteria:
* Consistency of product quality
* Sales performance
* Critical acclaim
* Innovation

Games Publisher

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

Judges will consider the following criteria:
* Sales development
* Product quality
* Trade relations
* Customer service
* Marketing agility

Sales Triumph

Who is eligible for this award?
Any publisher – from the biggest corporation to the smallest start-up – has the chance to snap up this award, which will highlight the product that has achieved better-than-expected sales at UK retail. Whether an original software title, a new style of gaming controller or a ‘quirky’ new game that attained surprise hit status, the award will celebrate the over-achiever of the past year.

Judges will consider the following criteria:
* Sales performance
* Product expectations
* Over-achievement

PR & MARKETING AWARDS

New Game Brand

Who is eligible for this award?
Any company that has introduced a new game brand over the past 12 months that has made a signficant impact at consumer level within the UK marketplace.

Judges will consider the following criteria:
* Commercial success
* Long-term brand potential
* Innovation and creativity
* Marketing support and impact

PR Team

Who is eligible for this award?
The PR team 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.

Judges will consider the following criteria:
* Originality and imagination in the execution of campaigns
* Effective use of existing materials and creation of new materials
* Responsiveness and relations with the media

Game Campaign

Who is eligible for this award?

Any company, whether manufacturer, publisher or retailer, that ran a significant marketing campaign in the UK supporting products or services within the interactive entertainment industry. Media considered includes TV, online, radio, outdoor and print, plus trade marketing and direct initiatives. Details of any relevant agencies will also be included.

Judges will consider the following criteria:
* Effective communication of product or brand messages
* Creativity and execution
* Influence on sales performance
* Impact versus budget available
* Media strategy

Marketing Team


Who is eligible for this award?
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.

Judges will consider the following criteria:
* Effective communication of product or brand messages
* Creativity
* Influence on sales performance
* Impact versus budget and resource level

Trade Marketing Team

Who is eligible for this award?
Returning for 2010, this award is for any company or team that worked on product or brand campaigns dedicated to in-store and retail support, inclusive of trade advertising, POS, distribution and merchandising.

Judges will consider the following criteria:
* Effective communication of product or brand messages
* Creativity
* Influence on sales performance
* Efficiency and customer service

Peripherals & Accessories Brand


Who is eligible for this award?
This new 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.

Judges will consider the following criteria:
* Innovation
* Quality of products
* Marketing
* Retail strategy
* Sales

Game Creative (single ad execution - any media)

Who is eligible for this award?
This new award is for any single ad creative in any medium (print, online, TV, cinema, etc.) supporting the release of a new PC or video game. Nominations will be shared between both the publisher which commissioned the ad and the agency/design team that created it.

Judges will consider the following criteria:

* Quality of the creative
* Effectiveness in terms of campaign messaging
* The creative’s fit with the rest of the campaign
* Impact on sales

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 consider the following criteria:

* Sales performance
* Attitude and efficiency
* Innovation
* Success within budgetary constraints
* Long-term vision and problem-solving

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 22nd.

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