Industry awards afford recognition to those that may otherwise go unnoticed at the consumer level. Alongside opportunities for sponsors to position their brands alongside recognised excellence, industry awards create a celebration and spectacle for professionals to enjoy themselves and the work their peers produce.
The GameFace Awards is an esports B2B awards programme. Founded last year by Dan Grabiner and Jeremy King, the management team behind Festival of Media has been responsible for producing global advertising sector‘s leading award programmes over the last 15 years.
Esports Insider sat down with King to learn more about the group’s debut esports B2B awards programme, his experiences working in media outside of esports, and other plans for GameFace.
Esports Insider: Hey Jeremy, let’s get right to it. What is the purpose of The GameFace Awards and how did it come about?
Jeremy King: The main objective is to connect global brands to the esports sector. The concept was borne from the global media directors of Danone, Procter & Gamble P&G, Unilever and Adidas asking us if we could help them understand how to incorporate esports into their media and marketing strategies.
We have relationships with senior media and marketing figures from global brands and media agencies, and could easily provide a pathway for them to connect to esports organisations. One way to do this was to create a set of B2B awards, which an inclusive jury of global brands, media agencies and esports experts could debate, preside over and discuss the key work being produced in the sector.
This then allows brands and media agencies to gain an understanding of how esports organisations operate and how they could potentially partner with them. We also realised there wasn’t any award programme in the space solely recognising the B2B achievements of the esports industry.
ESI: Your other company, Festival of Media, specialises in B2B events and awards. Why did you decide to create a new company that solely focuses on esports, as opposed to adding a branch?
King: After speaking to a number of influential figures in the esports industry, it became clear the sector was keen to develop partnerships with global brands. We realised we could leverage the brand connections we have and help amplify the esports sector to the wider media and marketing hub and also to the wider business community.
What also became clear was that esports organisations need help on how to talk to brands and to understand the amazing inventory they have at their disposal. What was also apparent was that there wasn’t one source that allowed brands and agencies to understand the esports sector.
As a result, we decided to launch GameFace with awards, advisory and benchmarking verticals. We also discovered there…
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