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MCV Awards: Guide to lobbying

Michael French
MCV Awards: Guide to lobbying

The MCV Industry Excellence Awards returns on Thursday, April 7th.

It’s the ninth year for the awards, and as ever we continue to move the event forward, with improvements to the 19 prizes on offer, specifically with regards to the digital frontier.

New awards include Digital Retail Innovation, Best Use of Social Media and Digital Distribution Team. All of these reflect the progressive way retailers, marketers and publishing teams are embracing the New Online World.

Also tweaked is the retail category – indie, specialist and general categories remain, but we’ve integrated them more closer with the online mail order category.

The MCV Awards are designed as a level playing field – and the process begins with you. Lobbying is now open and below we've detailed the categories and criteria. We run a transparent system where the MCV team chooses the finalists – and the industry chooses the winners.

Firstly, though, we offer everyone the chance to be considered. So we want to hear from you. Tell us now 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… even a rival.

Simply email AwardsLobbying@intentmedia.co.uk (with MCV Awards 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, who will also be named after the event.

The Special Recognition Award is voted only by retail and, specifically, all members of the MCV Retail Advisory Board.

And as for the ceremony: the awards are once again at the usual venue, The Brewery, Chiswell Street, London, on Thursday, April 7th.

If you’ve been playing it right for the last 12 months, you might not just be sat in the audience, but going on stage to collect an award.

2011 CATEGORIES


RETAIL
Independent Retailer – High Street & Online
Star Store
Digital Retail Innovation
Specialist Retailer – High Street & Online
General 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 Triumph
Sales Team
Games Publisher
 
SPECIAL AWARDS
MCV Retail Advisory Board: Special Recognition
Grand Prix

KEY DATES

Today: Lobbying opens

Friday, February 11th: Lobbying closes

Friday, February 18th: Finalists announced

Thursday, April 7th: MCV Awards night

TICKETS & SPONSORSHIP

This year’s MCV Industry Excellence Awards takes place on Thursday, April 7th at The Brewery, Chiswell Street, London. 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. Table prices have also been cut by up to £200, whilst individual seats have also been cut by £20 to make the biggest night of the year even better value. A wide range of sponsorship opportunities are also available.

Contact Kathryn.Humphrey@intentmedia.co.uk, T:01992 535646 for more details on attendance and sponsorship.

THE AWARDS & CATEGORIES

RETAIL

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

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 11th with a brief summary of why you think it has had an outstanding 12 months.

Previous Winners
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 and chains.

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

How do I make my opinion heard?
All MCV readers can put forward a store by emailing a nomination to MCVawards@intentmedia.co.uk by Friday, February 11th with a brief summary of why you think it has had an outstanding 12 months.

Previous Winners
2010: HMV, 360 Oxford Street
2009: Gamestation, Birmingham New Street
2008: Zavvi, Oxford Street
2007: Gamestation, Birmingham, New 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

How do I make my opinion heard?
All MCV readers can put forward a company by emailing a nomination to MCVawards@intentmedia.co.uk by Friday, February 11th with a brief summary of why you think it has had an outstanding 12 months.

New Award
This award is brand new for the 2011 MCV Industry Excellence Awards.

Specialist Retailer - High Street & Online

Who is eligible?
This new 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

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 11th with a brief summary of why you think it has had an outstanding 12 months.

Previous Winners
This award has changed for 2011. Winners of similar awards in previous years include:
2010: HMV
2009: GAME

General Retailer - High Street & Online

Who is eligible?
This new 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

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 11th with a brief summary of why you think it has had an outstanding 12 months.

Previous Winners
This award has changed for 2011. Winners of similar awards in previous years include:
2010: Asda
2009: Play.com

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

How do I make my opinion heard?
All MCV readers can put forward a company by emailing a nomination to MCVawards@intentmedia.co.uk by Friday, February 11th with a brief summary of why you think it has had an outstanding 12 months.

Previous Winner
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

How do I make my opinion heard?
All MCV readers can put forward a brand by emailing a nomination to MCVawards@intentmedia.co.uk by Friday, February 11th with a brief summary of why you think it has had an outstanding 12 months.

Previous Winners
2010: Just Dance
2009: LittleBigPlanet
2008: Assassin’s Creed
2007: Guitar Hero
2006: Nintendogs
2005: Nintendo DS

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

How do I make my opinion heard?
All MCV readers can put forward a team by emailing a nomination to MCVawards@intentmedia.co.uk by Friday, February 11th with a brief summary of why you think it has had an outstanding 12 months.

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

Best Use of Social Media

Who is eligible?
This new 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

How do I make my opinion heard?
All MCV readers can put forward a brand by emailing a nomination to MCVawards@intentmedia.co.uk by Friday, February 11th with a brief summary of why you think it has had an outstanding 12 months.

New Award
This award is brand new for the 2011 MCV Industry Excellence Awards.

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)

How do I make my opinion heard?
All MCV readers can put forward a team by emailing a nomination to MCVawards@intentmedia.co.uk by Friday, February 11th with a brief summary of why you think it has had an outstanding 12 months.

Previous Winners
2010: Sega
2009: Nintendo
2008: Nintendo
2007: Nintendo
2006: Nintendo
2005: Microsoft

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

How do I make my opinion heard?
All MCV readers can put forward a campaign by emailing a nomination to MCVawards@intentmedia.co.uk by Friday, February 11th with a brief summary of why you think it had an outstanding 12 months.

Previous Winners
2010: Modern Warfare 2
2009: Wii Fit
2008: Halo 3
2007: Gears of War
2006: Nintendo DS
2005: Grand Theft Auto

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

How do I make my opinion heard?
All MCV readers can put forward a team by emailing a nomination to MCVawards@intentmedia.co.uk by Friday, February 11th with a brief summary of why you think it has had an outstanding 12 months.

Previous Winners
2010: Nintendo
2009: Nintendo
2008: Nintendo
2007: Nintendo
2006: Nintendo
2005: Activision

PEOPLE & INDUSTRY

Digital Distribution Team

Who is eligible?
This new 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

How do I make my opinion heard?
All MCV readers can put forward a digital distributor by emailing a nomination to MCVawards@intentmedia.co.uk by Friday, February 11th with a brief summary of why you think it has had an outstanding 12 months.

New Award
This award is brand new for the 2011 MCV Industry Excellence Awards.

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

How do I make my opinion heard?
All MCV readers can put forward a company by emailing a nomination to MCVawards@intentmedia.co.uk by Friday, February 11th with a brief summary of why you think it has had an outstanding 12 months.

Previous Winners
2010: Centresoft
2009: Centresoft
2008: Centresoft
2007: Koch Media
2006: Centresoft
2005: 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

How do I make my opinion heard?
All MCV readers can put forward a game by emailing a nomination to MCVawards@intentmedia.co.uk by Friday, February 11th with a brief summary of why you think it has had an outstanding 12 months.

Previous Winners
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

How do I make my opinion heard?
All MCV readers can put forward a team by emailing a nomination to MCVawards@intentmedia.co.uk by Friday, February 11th with a brief summary of why you think it has had an outstanding 12 months.

Previous Winners
2010: Microsoft
2009: Sega
2008: Ubisoft
2007: THQ
2006: THQ
2005: Activision

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

How do I make my opinion heard?
All MCV readers can put forward a company by emailing a nomination to MCVawards@intentmedia.co.uk by Friday, February 11th with a brief summary of why you think it has had an outstanding 12 months.

Previous Winners
2010: Activision
2009: Activision
2008: Nintendo
2007: Nintendo
2006: EA

MCV AWARDS - SPECIAL PRIZES

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.

Previous Winners
2010: Roy Stackhouse (Activision)
2009: Andy Yates (Nintendo)
2008: Paul Donnelly (Gem)
2007: Margaret Pearson (Centresoft)

MCV Retail Advisory Board members: Neil Ashurst, GAME & Gamestation; Andrew Thompson, Asda; James Cooke, Best Buy; Don McCabe, CHIPS; Tim Ellis, HMV; Keith Sharpe, Play.com; Sarah Jasper, The Hut; Nick Sultanti, Morrisons; Azeem Sadiq, Comet; Graham Chambers, Amazon; Danielle Fleming, DSGi; Igor Cipolletta, ShopTo; Anthony Stocker, Argos; Stephen Staley, Gameseek; Joanna Hunt, Tesco; Gurdeep Hunjan, Sainsbury’s; Phil Moore, Grainger Games

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 7th

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

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