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Activision wins big at MCV Awards

By Rachel Weber

Activision wins big at MCV Awards

Fri 20 Apr 2012 8:00am GMT / 4:00am EDT / 1:00am PDT

EA, Ubisoft and Bethesda all victorious at Industry Excellence evening

Last night's MCV Industry Excellence Awards was a happy one for Activision who took home four awards, including the Grand Prix prize.

It also won in the Marketing Team category, and Skylander's: Spyro's Adventure took home Digital Retail Innovation and New Game Brand.

EA took another coveted award, Games Publisher, as well as Game Campaign for Battlefield 3.

Despite the host's trouble with its name, Bethesda scored Trade Marketing Team and Digital Distribution Team, while Ubisoft seemed genuinely delighted with its wins in the PR Team and Sales Team categories. Turtle Beach won Peripherals And Accessories Brand.

Meanwhile Sales Triumph went to Zumba Fitness, and Deep Silver scored the Best Use Of Social Media prize for its viral Dead Island trailer.

In the retail category John Lewis, Steam,, Games Centre and Amazon all got their hands on plastic bricks and Rosemary Buahin of SCE UK received the Special Recognition award for her sales work.

From Recommendations by Taboola


Terence Gage Freelance writer

1,289 126 0.1
"Skylander's: Spyro's Adventure took home New Game Brand."

Really?! Surely it shouldn't qualify as a new brand seeing as it's springboarding off the success of an already-established (albeit previously dormant) IP. Will LittleBigPlanet Karting win this year?

Surely the likes of RAGE, Bulletstorm, LA Noire or Dead Island would have been much more deserving?

"as well as Game Campaign for Battlefield 3."

I've only played the hour free trial of it, but what I played was in my opinion a long way from the best campaign of the year.

Would be interesting to see where these votes come from - will take a spin over to MCV and take a look later.

Posted:4 years ago


Paolo Giunti Localisation Project Manager, GlobaLoc GmbH

42 8 0.2
I think that "Game Campaign" was referred to the marketing and advertising campaign, not the Single Player mode (which was actually the real weakness of the title TBH).

Posted:4 years ago


Terence Gage Freelance writer

1,289 126 0.1
Ah, okay - that makes a lot more sense. I would concur that it was certainly one of the best-marketed games of the year, probably up there with Skyrim and Batman: AC.

Posted:4 years ago


Private Industry

1,176 183 0.2
Spyro isnt new, but Skylanders as such is a new brand and it was a very popular game amongst kids who dont know Spyro unlike the older gamers that remember Spyro.

Posted:4 years ago


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