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Assassin’s Creed 3 sweeps 2013 Game Marketing Awards

Friday, 19th April 2013 01:11 GMT By Brenna Hillier

Developers make the games you love, but they don’t usually make the things that convince you to try the games you end up loving. That’s why, every year, an award ceremony honours the best of the industry’s marketing. In the last 12 months, Assassin’s Creed 3 was clearly the winner.

Assassin’s Creed 3 scored a whopping 15 gold silver and bronze gongs at the 2013 Game Marketing Awards. Microsoft came in second with six for Halo 4.

In terms of publishers, Ubisoft scored a massive number of awards across a broad range of categories, thanks to Just Dance 4, Far Cry 3 and Assassin’s Creed 3. Activision Blizzard didn’t do too badly either, with wins for Skylanders, Call of Duty and Diablo.

It’s interesting to note how often the same couple of agencies pop up. Just glancing over the categories and perusing the winners also gives you quite a bit of insight into the massive marketing machine that powers so much of what we all do.

The full list of winners is below, carefully stripped from the event’s website.

  • Outstanding TV or theatrical ad
    Gold: Halo 4 Scanned, Microsoft Xbox
    Silver: Call of Duty: Black Ops 2 Reveal, Activision/The Ant Farm
    Bronze: Assassin’s Creed 3 In-Cinema :60, Ubisoft/The Ant Farm
  • Funniest video asset
    Gold: Kinect Star Wars Girl Vader, Microsoft Xbox
    Silver: Far Cry 3 Monkey Business Pack, Trailer Park & Ubisoft
    Bronze: EA Sports Madden 13 “Madden Forever” – Interview, Heat
  • Outstanding promotional trailer
    Gold: Just Dance 4 E3 Announcement Trailer, Buster
    Silver: Assassin’s Creed 3 “Launch Trailer”, Ubisoft and The Ant Farm
    Bronze: PlanetSide 2 “Death is No Excuse”, Sony Online Entertainment & Blur
  • Best game footage trailer
    Gold: Borderlands 2 “Wimoweh” Traile, g-NET, 2K & Gearbox
    Silver: Call of Duty: Black Ops 2 Reveal, Activision/The Ant Farm
    Bronze: Far Cry 3 Story Trailer, Ubisoft/The Ant Farm
  • Best long format featuring promotional content
    Gold: Dishonored – “Tales from Dunwall”, Psyop / Rokkan / Evolution Music Partners / DeFacto Sound / Bethesda Softworks
    Silver: Assassin’s Creed III: Inside Assassin’s Creed III, Ubisoft/Modus Operandi
    Bronze: The Final Hours of Tomb Raider Video Series, g-NET & Crystal Dynamics
  • Best live action promotional content
    Gold: Angry Birds – “Launch TV:60″, Activision/The Ant Farm
    Silver: Mass Effect 3 – Fight, Electronic Arts
    Bronze: Just Dance 4 – “Justin Bieber Surprise”, Ubisoft/The Ant Farm
  • Outstanding overall marketing campaign of the year
    Gold: Halo 4, Microsoft Xbox
    Silver: Just Dance 4, Ubisoft
    Bronze: Call of Duty: Black Ops II, 72andSunny
  • Outstanding overall marketing campaign – core games
    Gold: EA Sports Madden 13 “Madden Forever”, Heat
    Silver: Halo 4, Microsoft Xbox
    Bronze: Far Cry 3 Campaign, Ubisoft
  • Outstanding overall marketing campaign – family games
    Gold: Nike + Kinect Training, Microsoft Xbox
    Silver: Just Dance 4, Ubisoft
    Bronze: Disney Epic Mickey 2: The Power of Two, Disney Interactive/The Ant Farm
  • Outstanding overall marketing campaign – mobile games
    Gold: The Simpsons Tapped Out, Electronic Arts
    Silver: ATVI Mobile – “Pitfall, Anthology, And Wipeout”, ATVI/The Ant Farm
    Bronze: Mobile App Global Challenge, appsasia
  • Standout print advertisement
    Gold: Assassin’s Creed 3 “Into Battle”, Ubisoft
    Silver: God of War: Ascension, Sony Computer Entertainment America & PETROL
    Bronze: Sleeping Dogs Print Ads, Square Enix
  • Standout ad campaign
    Gold: Halo 4, Microsoft Xbox
    Silver: Assassin’s Creed 3 Lifecycle Print Campaign, Ubisoft
    Bronze: Dishonored – Ad Campaign, Bethesda Softworks / Rokkan / Fearless Media
  • Standout outdoor advertisement
    Gold: Assassin’s Creed 3 Outdoor Campaign, Ubisoft
    Silver: Halo 4 E3 OOH, Microsoft Xbox
    Bronze: Borderlands 2 Wallscapes, 2K Games
  • Standout overall point of purchase display
    Gold: Halo 4 Countdown Counter Unit, Origin LLC
    Silver: Dead Island: Riptide Best Buy Display, Square Enix / Deep Silver:
    Bronze: Halo 4 GameStop End cap, Origin LLC
  • Best non-traditional product packaging
    Gold: Skylanders Giants Starter Kit, Activision and Hamagami/Carroll Inc.
    Silver: Skylanders Giants Portal Owners Pack, Activision and Hamagami/Carroll Inc.
    Bronze: Skylanders Giants Single Character Packages, Activision and Hamagami/Carroll Inc.
  • Best limited edition, special edition or collector’s edition
    Gold: Call of Duty: Black Ops II – Care Package, Activision & PETROL
    Silver: Diablo III Collector’s Edition, Blizzard Entertainment
    Bronze: Assassin’s Creed 3 Limited Edition, Ubisoft
  • Best showing at a trade event
    Gold: PAX East 2012: Ubisoft Booth Activation, Ubisoft
    Silver: Activision Skylanders, Toy Fair 2012, Ignited/Activision
    Bronze: Activision E3 2012, Ignited/Activision/The Ant Farm
  • Best retail marketing campaign
    Gold: Tomb Raider, Square Enix and Midnight Oil Creative
    Silver: Skylanders Giants, Activision and Midnight Oil Creative
    Bronze: Assassin’s Creed 3, Ubisoft and Midnight Oil Creative
  • Best trade collateral
    Gold: Raiden’s Arm, Ignited/Konami
    Silver: Family Guy Manager Mailer, Activision and Midnight Oil Creative
    Bronze: Assassin’s Creed 3 Alex Ross Steelbook, Ubisoft
  • Best website for a product
    Gold: Transformers: Fall of Cybertron, Soap Creative & Activision
    Silver: Sleeping Dogs, Future US / MoreYellow
    Bronze: Assassin’s Creed III: Portal, Ubisoft/Pop
  • Best digital advertising campaign
    Gold: Assassin’s Creed III: Online Banners, Ubisoft/Modus Operandi
    Silver: Prototype 2, Soap Creative & Activision
    Bronze: Guild Wars 2 “We Are The Brave”, Ayzenberg Group & ArenaNet
  • Best use of digital media or use of digital social media marketing
    Gold: Halo 4, AKQA
    Silver: Black Ops II, SapientNitro
    Bronze: Action Movie FX App, 72andSunny
  • Best use of music in a promotional piece
    Gold: Borderlands 2 “Wimoweh” Trailer, g-NET, 2K & Gearbox
    Silver: ZombiU, Ubisoft
    Bronze: Dishonored – “Drunken Whaler”, COPILOT / Rokkan / Bethesda Softworks
  • Best use of sound design
    Gold: Call of Duty: China Reveal, Activision/The Ant Farm
    Silver: Dead Space 3 “Turn it Off” Trailer, g-NET
    Bronze: Dishonored, Defacto Sound & Bethesda Softworks
  • Best copywriting for static media or online
    Gold: Resident Evil: Operation Raccoon City Reviewer’s Guide, Off Base Productions
    Silver: Call of Duty: Black Ops II – “Rightfull King” Kindle Short Story, Armed Mind
    Bronze: Call of Duty: Black Ops II, Activision & Petrol
  • Best copywriting for a video asset
    Gold: Assassin’s Creed 3 In-Cinema :60, Ubisoft/The Ant Farm
    Silver: Far Cry 3 Launch Trailer, g-NET
    Bronze: Far Cry 3 Story Trailer, Ubisoft/The Ant Farm
  • Best product logo design
    Gold: Star Wars 1313, LucasArts and Hamagami/Carroll Inc.
    Silver: Call of Duty: Black Ops II, Activision & PETROL
    Bronze: Skylanders Giants, Activision and Hamagami/Carroll Inc.
  • Best key art
    Gold: Metal Gear Rising: Revengeance, Ignited/Konami
    Silver: Sleeping Dogs Key Art, Square Enix
    Bronze: Assassin’s Creed 3 Limited Edition Box, Ubisoft
  • Best promotional partnership
    Gold: Madden NFL 13 Cover Vote Campaign, EA Sports, ESPN and Fleishman-Hillard
    Silver: EA Sports and ESPN – Partnership, Electronic Arts, ESPN
    Bronze: Just Dance 4 – Cheetos Partnership, Ubisoft
  • Best product announcement
    Gold: Resident Evil 6 Announcement Strategy, Capcom and Tangible Media
    Silver: Call of Duty: Black Ops 2 Reveal, Activision/The Ant Farm
    Bronze: Deadpool Announcement, Ignited/Activision
  • Most effective buzz generating tactic
    Gold: Assassin’s Creed III: YouTube Influencer Campaign, Ubisoft/Plaid Social Labs/Alloy Digital
    Silver: Madden NFL 13 Cover Vote Campaign, EA SPORTS, ESPN and Fleishman-Hillard
    Bronze: Halo 4 Glyph, Microsoft Xbox / AKQA
  • Thinking outside of the box
    Gold: Halo 4 Glyph, Microsoft Xbox / AKQA
    Silver: Just Dance 4 – “Justin Bieber Surprise”, Ubisoft/The Ant Farm
    Bronze: Hip Hop Dance Experience NFL Program, Ubisoft
  • Best swag
    Gold: Far Cry 3 Real Tattoos, Ubisoft
    Silver: Assassin’s Creed 3 Adidas Shoes, Ubisoft

Thanks, Kotaku.

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2 Comments

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  1. ActionGameKing

    Now this is the kind of shit I’m obsessed with. Microsoft and Activision are killing it as usual, Sony & EA in particular need to step up this coming next-gen. Thanks Brenna, these awards only target games released in 2012 though right?

    #1 1 year ago
  2. Battler624

    Best swag?? whats swag?

    #2 1 year ago