Nintendo was once again the big winner in the MCV Awards' PR & Marketing category.
The format-holder's UK team took home the prizes for Marketing Team and Trade Marketing Team.
That makes it five years on the trot for Nintendo to win the Marketing Team award - and the second time it has received the Trade Marketing prize, which returned to the line-up of awards for 2010.
However, Nintendo's four-year winning streak was broken in the PR Team prize, which this year went to Sega and its supporting agencies Lunch and Mischief.
For the first time the PR Team prize was voted for by a panel of over 50 journalists, taken from the media list used in our other big awards show, the Games Media Awards.
Nintendo and Sega weren't alone in the PR & Marketing award glory.
Sony won best Game Creative for its 'Game is Just the Start' PS3 TV ad.
Elsewhere, Ubisoft won New Games Brand - and Mad Catz won the inaugural Peripherals & Accessories Brand prize.