Mumbai: Cannes Lions has announced the launch of the Entertainment Lions for Gaming. The new Lion will be judged and awarded for the first time in June 2023, with Riot Games global head of marketing Francine Li serving as the inaugural jury president.
The Entertainment Lions for Gaming, originally a part of the Entertainment Lions, is being introduced as part of a long-term plan that started when Cannes Lions separated out the Entertainment Lions for Music in 2016 and then later the Entertainment Lions for Sport in 2019.
The jury, which will be announced early next year, will be multidisciplinary and comprise creatives, brands, gaming experts, publishers, platforms and producers.
The Entertainment Lions for Gaming will celebrate creative work that connects people to brands through gameplay. Submissions will need to demonstrate how brands successfully tapped into complex gaming communities and seamlessly added real value to the overall gaming experience while driving commercial success.
Speaking about the new introduction, Lions CEO Simon Cook said, “We’ve seen the number of Lion winners that feature gaming rise by 74 per cent in the last five years. Based on the velocity at which this space is evolving, and the increased relevance that gaming now holds within the creative marketing community, this feels like a natural progression.”
He added, “We also can’t ignore that gaming is bigger than Hollywood and the music industry combined. I’d like to thank all the many agencies, brands, gaming experts and passionate advocates from around the world who have helped shape this new Lion. Our belief is that this award will offer a new benchmark, and shine a spotlight on creative work that sits at the intersection of brands, creativity, gaming, customer experience and communities. I’d like to thank Li for agreeing to lead the first Entertainment Lion for Gaming jury in 2023, we are grateful for her wealth of talent and expertise.”
About her role, Li said, “I’m honoured and excited to serve as the inaugural jury president of the Entertainment Lions for Gaming. This new Lion is being introduced at a time when the gaming industry is truly reaching new heights. I believe that gaming is the future of entertainment, bringing together passionate global communities in shared immersive and interactive experiences. The creative work in gaming is community driven, deeply rooted in insight and adds value to the player experience, a true definition of modern marketing. I look forward to celebrating groundbreaking work and awarding the first ever Entertainment Lions for Gaming with a jury of my esteemed peers.”
