While the BAFTAs celebrate artistic achievement, the annual MCV awards are all about sales, marketing and the raw business acumen that companies need to demonstrate in the increasingly-glutted marketplace. Ubisoft and Microsoft walked away with major accolades, and we have the full rundown below.
This year's Grand Prix award (for overall achievement) went to Ubisoft, who had a staggering year thanks to an interesting lineup of titles that included massive franchises and indie experiments alike. Their sales director also scored the special achievement award. Microsoft swooped up awards for Dance Central as the best new games brand, as well as recognition for the Fable III Kingmaker app and trade marketing team.
Other worthy winners include Codemasters, who were rightfully granted the Sales Triumph award for their runaway success with F1 2010. EA were also hailed as best games publisher and best PR team, which, whilst controversial (especially considering some of their controversial PR decisions), is setting them up nicely for a fantastic year of releases.
ShopTo.net managed to win the award for best independent retailer - and we certainly don't have any complaints. GAME were lauded as best specialist retailer. And that's okay. Despite a number of bizarre promotions and some seriously odd business practices over this last year.
Here's the list of winners in full: and don't be afraid to leap into the comments to discuss whether or not the companies and publishers deserved their awards!
- Independent Retailer: ShopTo.Net
- Star Store: HMV, Oxford Street
- Digital Retail Innovation: Dead Rising 2 DLC (Capcom)
- Specialist Retailer: GAME
- General Retailer: Amazon
PR & Marketing Awards
- Peripherals & Accessories: Gioteck
- Best Use of Social Media: Fable III Kingmaker App (Microsoft)
- Game Campaign: Red Dead Redemption (Rockstar Games)
- New Games Brand: Dance Central (Microsoft)
- Trade Marketing Team: Microsoft
- Marketing Team: Nintendo
- PR Team: Electronic Arts
People And Industry Awards
- Digital Distribution Team: Sega
- High Street Distribution Team: Gem
- Sales Triumph: F1 2010 (Codemasters)
- Sales Team: Nintendo
- Games Publisher: Electronic Arts
Special Recognition Awards
- Retail Advisory Board: Special Recognition: Darren Bowen (Ubisoft)