Destiny was the best New Games Brand of last year, the industry has ruled.
Activision and Bungie's sci-fi shooter outdid major rivals including Middle-Earth: Shadow of Mordor, Titanfall, Watch Dogs and Hearthstone to take the hotly-contested accolade at this year's MCV Awards.
The game adds the title to its already impressive list of awards, including its current place as the most pre-ordered IP of all time and the biggest-selling new franchise in history.
Up-and-coming comedian Romesh Ranganathan hosted the MCV Awards 2015 proceedings with panache, unveiling the winners and handing out prizes on Thursday April 16th at the Lancaster London Hotel.
Over 71 companies from across the entire games industry competed closely for recognition in 22 different categories.
Three brand new special accolades were also up for grabs, going to outstanding individuals recognised as Unsung Hero, Person of the Year and Store Manager of the Year, as well as three inaugural company award categories: Media Team, Agency Team and Independent Games Publisher.
The partners of this year's event were IGN, Gamescom, Curse, PDP, IGN, Green Man Gaming, Playwire, Respondez, OP, Scanavo, Click Entertainment, A4T and Novobox.
Here is the list of winners in full:
GAMES RETAILER: GAME
INDIE RETAILER: Games Centre
NEW GAMES BRAND: Destiny (Bungie/Activision)
SALES TRIUMPH: Middle-Earth: Shadow of Mordor (WB Games UK)
PERIPHERALS AND ACCESSORIES BRAND: Turtle Beach
BUYING TEAM: GAME Digital
MARKETING TEAM: PlayStation UK
DIGITAL MARKETING TEAM: Electronic Arts
TRADE MARKETING TEAM: PlayStation UK
PR TEAM: WB Games UK
AGENCY TEAM: Indigo Pearl
COMMUNITY TEAM: GAME
DISTRIBUTION TEAM: CentreSoft
EXPORT TEAM: Ubisoft
MEDIA TEAM: Twitch
SALES TEAM: Xbox UK
INDIE GAMES LABEL: 505 Games
GAME CAMPAIGN: Destiny (Bungie/Activision)
GAMES PUBLISHER: WB Games UK
PERSON OF THE YEAR: Debbie Bestwick, Team 17
UNSUNG HERO: James Honeywell, Nintendo UK
STORE MANAGER OF THE YEAR: Craig Kennedy, Games Centre