MCV Awards: Lobbying guide

With eight new prizes at the MCV Awards next year, we’ve made some significant changes to the accolades up for grabs.

But the process of making sure you are considered as finalist hasn’t changed one bit.

This is the simplest awards lobbying process you will find. It’s totally free, anyone can make suggestions and it’s very easy.

You just have to then send a short pitch for each award under consideration to mcvlobbying@intentmedia.co.uk. Provide as much concise info as possible – data and evidence of your successes are invaluable.

You can lobby yourself, your team, your game – or those of your business partners.

And by all means ask your colleagues or industry friends to make their feelings known. But do note that lobbying isn’t just sending us a name and an award to consider that for – send us reasons why.

That helps us shape our decision when we sift through the thousands of lobbying suggestions we receive.

Please note: the eligibility period is February 2012 to January 2013.

In total, the updated and improved categories have once again widened the scope of the awards to reflect the changing video games market. For the 2013 awards we have new prizes for Retail Concept and Digital Retailer, two dedicated hardware prizes, plus new team awards for Export Sales, UK Media and UK Games Studio.

They help form a total of 23 awards that are up for grabs, which include hotly-contested favourites such as Specialist Retailer, Game Publisher, New Game Brand, Marketing Team and PR Team.

So read on, then send your suggestions to mcvlobbying@intentmedia.co.uk. We look forward to hearing from you.

KEY DATES

Lobbying is open NOW
Friday, January 11th – Lobbying closes
Friday, January 25th–Finalists announced in MCV
Thursday, April 18th–MCV Awards night

TICKETS & SPONSORSHIP

This year’s MCV Awards ceremony takes place on Thursday, April 18th at the Lancaster London Hotel. Over 600 games industry executives will attend this prestigious event. Guests are advised to purchase tickets or tables early, as this event is always a sell-out. Table prices start at 2,699 +?VAT for a table and 275 + VAT?for a single seat. A wide range of sponsorship opportunities are also available.

BOOK NOW ATWWW.MCVAWARDS.COM

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

AND THE CATEGORIES ARE…

RETAIL CONCEPT (NEW)

This award is open to a single branch of any games retailer or a website that has created new ways to showcase and promote new and existing releases.

Judging criteria:
* Innovation and design
* Product presentation
* Sales performance
* Customer service
* Merchandising and compliance
* Marketing activity

This is a new award.

Previous winners of the similar ‘Star?Store’ prize included:
2012: John Lewis Nintendo Store, Oxford Street
2011: HMV, Oxford Street

MAINSTREAM RETAILER

This award is for anylarge retailer – High Street, grocer chain or online – that sells video games, hardware and accessories as part of a wider product mix.

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

Previous Winners
2012: Amazon.co.uk
2011: Amazon.co.uk

INDEPENDENT RETAILER

All independent-oriented retailers – be they individual stores, chains (up to 20 stores) or online indies (up to 10m turnover) – that specialise in selling games.

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

Previous Winners
2012: Games Centre
2011: ShopTo.net
2010: Grainger Games
2008: Grainger Games
2007: ePlay
2006: ePlay

SPECIALIST RETAILER

This award is for any large retail chain or online store (21 stores or more, or over 10m in turnover) 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
2012: ShopTo.net
2011: GAME
2010: HMV
2009: GAME

DIGITAL RETAILER (NEW)

This new award is for any digital store that sells software direct to consumers.

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

This is a new award for 2013.

DIGITAL DISTRIBUTION TEAM

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
* Customer service
* Price promotions andspecial offers
* Marketing strategy

Previous Winners
2012: Bethesda
2011: Sega

HIGH STREET DISTRIBUTION TEAM

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
2012: CentreSoft
2011: Gem
2010: CentreSoft
2009: CentreSoft
2008: CentreSoft
2007: Koch Media
2006: CentreSoft

SALES TRIUMPH

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
2012: Zumba Fitness
2011: F1 2010
2010: Just Dance
2009: Fallout 3
2008: Cooking Mama
2007: World of Warcraft

UK SALES TEAM

Any UK-based sales team or specialist sales force, including in-house staff and outsourced service companies, that focus on sales inside of the UK.

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

Previous Winners
2012: Ubisoft
2011: Nintendo
2010: Microsoft
2009: Sega
2008: Ubisoft
2007: THQ
2006: THQ

EXPORT SALES TEAM (NEW)

Any UK-based sales team or specialist sales force, including in-house staff and outsourced service companies, that focus on sales outside of the UK.

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

This is a new award for 2013.

MARKETING TEAM

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
2012: Activision
2011: Nintendo
2010: Nintendo
2009: Nintendo
2008: Nintendo
2007: Nintendo
2006: Nintendo

PR TEAM

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
2012: Ubisoft
2011: Electronic Arts
2010: Sega
2009: Nintendo
2008: Nintendo
2007: Nintendo
2006: Nintendo

GAMES STUDIO (NEW)

This award is open to any UK-based team or studio (irresepective of ownership) making games for any format that has released a game during the eligibility period.

Judging criteria:
* Consistency of product quality
* Innovation
* Sales performance and use of business model
* Critical acclaim

This is a new award for 2013.

THIRD-PARTY GAMES HARDWARE (NEW)

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

This is a new award.

Previous winners of the similar ‘Peripherals &?Accessories’ prize are:
2012: Turtle Beach
2011: Gioteck
2010: Mad Catz

MOBILE GAMES HARDWARE (NEW)

This award is for any company that designs, distributes and/or manufactures its own brand of peripherals, toys and accessories for use

with tablets and mobile devices.

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

This is a new award for 2013.

NEW GAME BRAND

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
2012: Skylanders
2011: Dance Central
2010: Just Dance
2009: LittleBigPlanet
2008: Assassin’s Creed
2007: Guitar Hero
2006: Nintendogs

AUDIENCE ENGAGEMENT (NEW)

Any product or brand that was promoted using social networking, video, and community channels with striking creatives, strong messaging, and good resulting commercial impact.

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

This is a new award.

Previous winners of the similar ‘Use of Social Media’ award are:
2012: Dead Island(Deep Silver)
2011: Fable III Kingmaker App (Microsoft)

MEDIA SALES TEAM (NEW)

The team behind any media product or

brand that has raised awareness of key releases, worked with trade partners and innovated in promoting games.

Judging criteria
* Effective communication of brand’s messages
* Creativity
* Industry collaboration
* Impact vs budget

This is a new award for 2013.

TRADE MARKETING TEAM

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
2012: Bethesda
2011: Microsoft
2010: Nintendo
2008: Electronic Arts
2007: Ubisoft
2006: Microsoft
2005: Nintendo

GAME CAMPAIGN

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
2012: Battlefield 3
2011: Red Dead Redemption
2010: Modern Warfare 2
2009: Wii Fit
2008: Halo 3
2007: Gears of War

GAMES PUBLISHER

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
2012: Electronic Arts
2011: Electronic Arts
2010: Activision
2009: Activision
2008: Nintendo
2007: Nintendo
2006: EA

SPECIAL RECOGNITION

Who is eligible for this award?

Any UK-based individual active within the games industry that has made a serious contribution and supported retail and the trade.Important criteria include sales performance, attitude and efficiency, innovation, success within budgetary constraints, long-term vision and problem-solving.

How is this award won?

The winner of this award is chosen by the MCV team, taking soundings from the industry. The winner is announced on the night of April 18th.

Previous Winners
2012: Rosemary Buahin (SCEE)
2011: Darren Bowen (Ubisoft)
2010: Roy Stackhouse (Activision)
2009: Andy Yates (Nintendo)
2008: Paul Donnelly (Gem)
2007: Margaret Pearson (CentreSoft)

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 chosen by the MCV team. Nothing will be revealed until the awards night on April 18th.

Previous Winners
2012: Activision
2011: Ubisoft
2010: Microsoft
2009: EA?Sports
2008: Nintendo
2007: Nintendo
2006: Sony
2005: Nintendo
2004: Electronic Arts
2003: Microsoft