Game On launches the In-Game Ads Awards with real-world creative experts as judges

MANILA, PHILIPPINES — Game On launches The In-Game Ads Awards!

Background: Gamers are frequently exposed to mock advertisements in the form of posters, billboards, print ads, films, or even radio spots. These in-game ads often promote parody brands, fictional shows, and make-believe events within the virtual worlds they are playing. 

The games themselves are ultra-realistic and mirror the real very, very closely. But are the advertisements in these game worlds just as good? Do they also mirror real-world standards in terms of brand building and creativity?

We’ve collected these in-game ads and invited the best and brightest, the most globally recognized real-world creative experts in advertising, to critique them, share their thoughts and most of all, award the very best with… The Trophies! 

Patterned after the in-game trophies that celebrate gamers’ achievements, our panel of the most hardcore creatives will be tasked to recognize only the most hardcore creative ads this side of the virtual world of gaming!

Kicking off The In-Game Ads Awards, please welcome Chow Kok Keong, Chief Creative Officer of INNOCEAN Indonesia!

This is what Chow Kok Keong had to say:

“Overall, the ad has a classy, slightly retro feel, which could resonate well with a certain audience, but maybe not for a couple of characters struggling to survive in a post-apocalyptic world.

“However, the copy feels a bit cliché and is somewhat too lengthy for an outdoor poster. In the gaming environment, where gamers often only have a few seconds to absorb the message, less is more. 

“The focus appears scattered, which dilutes the impact. I believe that shortening the copy and positioning it as a key message next to or under the brand logo would make the ad more effective and ensure the key message isn’t missed. 

“On the positive side, the color composition is well-designed—neutral and not too jarring, which complements the overall tonality. 

“However, I question the core idea behind the ad, the ‘big idea’ is missing. 

“For encouragement, given that this is a new type of award, I’d give it a Bronze, but a weak Bronze,” he concluded.

Chow Kok Keong, Chief Creative Officer INNOCEAN Indonesia 

KK is a hybrid creative with more than two decades of experience in local and global brand communication. Originally from Malaysia, KK has worked in several international networks across Singapore, Malaysia, Indonesia, and Thailand. 

KK joined INNOCEAN Indonesia as Chief Creative Officer in 2022. Based in Jakarta, KK leads the creative department to offer integrated creative solutions from ATL, BTL, and Experiential, to digital. 

To date, KK has taken home more than 280 international awards including Indonesia’s first and only D&AD Yellow Pencil, three Graphite and four Wood Pencils, three One Show Gold Pencils, and numerous metals at Cannes Lions, One Show, Clio, Clio Health, LIA, Spikes Asia, APAC Adfest, New York Fest, Busan Mad Stars, and Effie Asia. These awards collectively led him to be ranked No.1 creative in Indonesia by Campaign Brief Asia for five consecutive years. 

KK has served on the jury panel for several award shows including D&AD, The One Show, Clio, Young Gun Awards, One Show Asia, LIA Chinese, Spikes Asia, Asia Pacific Adfest, Busan Mad Stars, China Longxi, and Hong Kong Kam Fan. 

ABOUT GAME ON

Founded and Created by Rey Tiempo, Creative Gaming Brand Specialist. A hardcore gamer since childhood, Rey is a multi-awarded creative gaming marketer, with accolades from the world’s biggest creative industry award shows. A veteran creative head with over 25 years’ experience, Rey leads the Gaming and Marketing conversation in the Philippines and Asia, as Founder of “Game On,” the first and only ad industry column and portal on Gaming X Marketing, and as Founder and Chief Creative of Co-Op Play, a team of Brand Gamification Specialists. Currently playing: Black Myth: Wukong; Kunitsu-Gami

Exclusive artwork by Dennis Nierra, hardcore gamer, designer and Creative Director at BBDO Guerrero. Currently playing: Rise of the Ronin

Found an interesting ad for a mock brand from a game you’re playing? Email us your screenshots at reytiempo@entergameon.com