Gaming has become one of the most exciting territories the creative advertising industry has discovered in the last decade. While gaming ideas once started appearing in categories like Social, Influencer, Activation, or Direct, only recently have global award shows begun recognizing Gaming as a standalone category.
As one co-juror once told me, “This is a territory so vast and so new that almost whatever you do will likely be the first time it has ever been done.” That makes Gaming one of the easiest playgrounds for creativity – but admittedly, also one of the hardest to judge.
The honest truth is that many people judging gaming work are not gamers themselves.
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No, that’s not a criticism, it’s simply the reality of the logistics of assembling a jury group. This is also what happens whenever a new category (especially one as specialized as this) enters the awards circuit. The industry is still learning the language, benchmarks, and culture surrounding it.
Without a deep understanding of player behavior and communities, the category can become vulnerable to inflated metrics (I see lots of this), invented gamer habits (oh, this too), and case studies that conveniently fabricate audience reactions to support a supposed breakthrough insight (this one, not particular to gaming cases at all, actually).
Because the real risk isn’t just awards integrity – juries rewarding work that doesn’t deserve it, or worse, overlooking work that truly did something remarkable simply because we didn’t understand it. More importantly, the bigger risk is credibility with the audience that matters most: gamers themselves. Gaming communities are among the most discerning out there, and when brands get it wrong, the backlash is fast and often unforgiving.
So to my fellow jurors, here’s my evolving cheat sheet. While not aiming to be perfect, it’s meant as a starting point to help us judge gaming work with a clearer understanding of the culture we’re trying to honor.
Let’s-a-go!
Don’t get caught in the hype
Case videos are designed to impress. That’s their job. But gaming work, more than most categories, loves a glossy edit, hyperkinetic music, and flashy cyberpunk visuals. Look past the montage and ask: what actually happened?
Be wary of ‘hacks’
“Hacking” into gaming communities used to feel… cute. The kind of thing that made traditional advertisers (note: non-gamers) feel like they had discovered a secret door into gaming culture. But brands proudly declaring “we spent zero budget and fooled the gaming community” screams deceptive behavior. We should be rewarding brands that actually invest in building real relationships with their audience.
Be critical of gamer usability
Yes, the idea might look fun in a case video. But would a player realistically use it? Gaming culture values practicality, playability, and usefulness far more than novelty.
Be mindful of the effort that went into it
Some executions are easier to mount than others, but case videos often exaggerate their scale. Hiring streamers or KOLs to demonstrate a brand message? Fairly straightforward. But collaborating with developers or publishers to build something inside the game itself? That’s actually challenging.
See through the gimmicks
Is it true to gamer behavior? Does the idea behave the way players actually behave? Or is it forcing gamer behavior to fit the advertising strategy document?
Be wary of made up gamer ‘facts’
“Gamers always do this.” “Players love doing that.” If you hear sweeping statements like these, treat them with healthy skepticism.
Look at the role of the brand
If the branding feels forced, it probably is. The worst thing brands can do is make players do anything other than just… play their games. If players suddenly behave in strange ways just to accommodate the brand – that’s a red flag.
Demystify the gamer
Gamers are not mythical creatures. They’re just people who happen to play games. They are governed by the same thing the rest of us are: common sense. If it feels silly to you, it probably feels silly to gamers as well, no matter how many “testimonial TikToks” you see in the case video.
This list is very much a work in progress. And honestly, that’s what makes Creative Gaming such a fascinating space to judge. The territory keeps evolving. The playbook keeps expanding, and the rules, just like any great live game, keep changing.
So let’s level up with them, my fellow jurors! Game On!
About the Author
Rey Tiempo is a Creative Gaming Specialist and Chief Creative Officer of Co-Op Play, a team of Creative Gaming ecosystem builders. He is the founder of Game On, the industry’s only platform dedicated to Gaming X Marketing. A sought-after global speaker on gaming, Rey is a Top 100 Global Creative Leader of the Year candidate by Creativepool, winner of major gaming awards, and regularly serves as a juror for global industry shows, where he also helps assemble categories and juries.
He was inspired to write this piece after co-jurors often turned to him with the question, “So, what does the gamer in the jury room think?”
