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Cannes Lions Launches Entertainment Lions for Gaming in 2023

On November 10, 2022, Cannes Lions announced the launch of the Entertainment Lions for Gaming. The new award will be judged and presented for the first time in June 2023, with Françoise Lee, the Global Chief Marketing Officer of Riot Games, serving as the Chair of the inaugural jury. Speaking about the new Lions category, Simon Cook, CEO of LIONS, stated, "We have seen a 74% increase in the number of winners in the Gaming Lions category over the past five years.

Given the rapid evolution of this space and the growing importance gaming holds within the creative marketing community, this feels like a natural progression. We also cannot ignore that gaming is bigger than Hollywood and the music industry combined. I want to thank all the agencies, brands, gaming experts, and enthusiastic advocates from around the world who have helped shape this new Lion.

We believe this award will set a new standard and shine a light on the creative work that intersects brands, creativity, gaming, customer experience, and communities. I would like to thank Françoise for agreeing to chair the Entertainment Lions for Gaming jury in 2023. We are grateful for her wealth of talent and experience."

The Entertainment Lions for Gaming celebrates the creative work that connects people with brands through gameplay. Submissions will need to demonstrate how brands have successfully engaged with complex gaming communities and seamlessly added genuine value to the holistic gaming experience while driving commercial success.

Commenting on her role, Françoise Lee, Chair of the Entertainment Lions for Gaming jury, said, "I am honored and delighted to be the Chair of the inaugural jury for Entertainment Lions for Gaming.

This new Lion comes at a time when the gaming industry has truly reached new horizons. I believe gaming is the future of entertainment, bringing together global communities in shared interactive and immersive experiences. Creative work in gaming is community-driven, deeply rooted in insight, and adds value to the player's experience, representing a true definition of modern marketing. I look forward to celebrating groundbreaking work and awarding the very first entertainment gaming accolade with a jury of my esteemed peers."

The Entertainment Lions for Gaming, originally a part of the Entertainment Lions, is being presented as part of a long-term plan that began with the separation of Cannes Lions and Entertainment Lions for Music in 2016, followed by Entertainment Lions for Sport in 2019.

The jury, to be announced early next year, will be multidisciplinary and consist of designers, brand experts, gaming professionals, publishers, platforms, and producers. Full details of the Cannes Lions awards and the changes made to other Lions are now available. Entries for Cannes Lions 2023 will be accepted from January 19, 2023.

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Article written by Adrien M
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