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Jury & Procedures

The Best of Gaming platform shares inspiration & knowledge about the best use of the various touchpoints in gaming contexts by showing the most outstanding gaming campaigns in Belgium. 

Advertising in Games generates impact by reaching large groups of highly involved audiences, creating frequent qualitative contacts without being too intrusive.

There are different kinds
of Gaming Advertising

  • Advertising by gamification: brands communicate about products or services by using the assets of an existing game or by creating their own game.
  • In - Game advertising: we clearly distinguish between the two:
  • Experience: a brand specific universe within the game like for example of a branded environment on Roblox.
  • Integrated touchpoints such as banners and ads integrated into the game like for example billboards on the sidelines of a football simulation.
  • E - sports: real gaming campaigns contain activations implemented through e-sports, whether linked to sponsorship of a e-sports team or not.
  • Gamer influencer marketing: the game serves as the purpose of communication through the influencer. The game itself remains the central touchpoint for the campaigns, not the person playing it.
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Criteria for the evaluation

The partners of the Be-Inspired platform submit their most exemplary campaigns of the last months to the evaluation of the jury.

Selection criteria: what makes a campaign an inspiring best practices’ case?

In order to inspire the media professionals, the the jury rewards cases which are ‘role models’ for this medium, meaning an interesting exploitation of the possibilities offered by gaming advertising, allowing to break through the communication clutter: targeting technique, segmentation and personalisation for a better audience involvement, campaign design & copy, campaign integration, etc. 

Case selections are done based on 3 main criteria:

  • Innovation: campaigns making smart use of new technologies, new insights based on research or just simply a new kind of using the in-game touchpoints, making it possible to achieve in a different way the communication objectives of the brand.
  • Efficiency: campaigns that put into practice all resources and assets of gaming advertising in such a way that campaign efficiency and impact can be proven. It must be demonstrated that the gaming campaign has provided a communication response to a business problem for the advertiser. This can be highlighted by measurement of relevant KPI’s (communication or business impact) and results of research. The attractiveness of the communication through gaming is very often linked to the innovative and high-technology aspects of the used touchpoints; the efficiency and impact however, are more related to the global approach, from the strategy to the implementation.
  • Audacity: campaigns that show a surprising, bold or daring way of using the in-game touchpoints & possibilities (‘out of the box’).
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Expert jury for Best of Gaming

Tim Colman (Jury Chairman – Proximus), Danny Nijs (Nissan United), Simon De Pauw (D’Ieteren), Grégoire Le Hardy (Nestlé), Steven Verlinde (Engie), Jonathan Jacoby (UMA-coördinator – Space), Lauren Tran (Publicis Groupe), Emilien Eloy (Spacefwd), Tatiana De Wind & Adrien Van Damme (GumGum), Matthieu Py (Azerion), Benjamin Meunier & Mauricio Gonzalez (RMB), Nicolas Vandersteen (Sparkers) and Fabio Pellegrini (Samsung).

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The advertisers delegation in the Expert Jury Best of Gaming: Tim Colman (Proximus), Simon De Pauw (D’Ieteren), Steven Verlinde (Engie), Grégoire Le Hardy (Nestlé) 

azerion
gumgum
spacefwd
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