Theo Awards Entry General Guidelines

General Specifications and Requirements

1. Qualification Period:  All submissions must pertain to activities executed during the calendar year 2025.
2. Submission Deadline:   Entries must be submitted by the published deadline for the 2026 awards cycle.
3. Submission Format:  Submit entries in PDF format.
4. Content Requirements:  Each entry must include a description of the program or campaign, objectives and target audience, implementation and execution details, and measurable results and KPIs.
5. Optional:   Include a minimum of one and up to five supporting images or documents, such as campaign materials, screenshots, ads, landing pages, invitations, or performance summaries.
6. Judging Criteria:  Entries will be evaluated based on results and impact, creativity and innovation, relevance and strategy, and presentation quality.
7. Size Categories:  Awards will be divided into three categories based on casino size as of December 31, 2025
   • Small Casinos:    Under 500 slot machines.
   • Medium Casinos:    500-1,000 slot machines.
   • Large Casinos:    Over 1,000 slot machines.

Award Categories and Specific Requirements

1. Best Social Media Campaign
   Recognizes a social-first campaign that drove strong engagement, elevated the brand, and delivered measurable results.
   Requirements:
   • Provide an overview of the campaign, including its concept, theme, and objective.
   • Describe the target audience and explain the role of social media in reaching that audience.
   • Detail the content strategy, platforms used, posting cadence, creative execution, and messaging approach.
   • Submit at least one PDF or screenshot of the campaign content used.
   • Include measurable outcomes and KPIs demonstrating engagement, reach, conversions, or other business impact.
   • Include measurable outcomes and KPIs demonstrating engagement, reach, conversions, or other business impact.
   
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2. Best Promotion/Giveaway
   Recognizes an outstanding promotional campaign or giveaway that drove revenue, participation and engagement.
   Requirements:
   • Describe the concept and theme of the promotion or giveaway.
   • Provide details on the promotional mechanics (e.g., drawing rules, prizes, qualification process).
   • Submit at least one PDF of the messaging, advertisement, or invitation used.
   • Explain how the campaign was marketed (e.g., channels used, messaging strategies).
   • Include metrics such as participation rates, revenue impact, or other measurable outcomes.
   
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3. Best Physical Mail
   Celebrates exceptional printed direct mail campaigns that successfully drove visits or participation.
   Requirements:
   • Provide a copy of the physical mail piece (front and back) in digital format.
   • Describe the creative design, offer details, and segmentation strategy.
   • Share the distribution strategy, including target audience and volume.
   • Include performance metrics (e.g., redemption rates, return on investment).
   
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4. Best Special Event/Invitational
   Highlights outstanding execution of a special event or invitational that enhanced the guest experience and drove revenue and engagement.
   Requirements:
   • Provide an overview of the event, including its purpose and target audience.
   • Describe key event elements (e.g., entertainment, activities, décor, etc.).
   • Submit at least one PDF of the messaging, advertisement, or invitation used.
   • Explain the marketing strategy and invitation process.
   • Share measurable outcomes, such as attendance numbers, revenue impact, or customer feedback.
   
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5. Best Email Campaign
   
   Recognizes innovative and effective email marketing campaigns that achieved strong engagement and conversions.
   Requirements:
   • Provide copies of the email(s) used in the campaign (screenshots or PDF)..
   • Describe the campaign objectives, creative design, and content strategy.
   • Explain the email distribution process (e.g., segmentation, timing, frequency).
   • Share performance metrics, such as open rates, click-through rates, and conversion rates.
   
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6. Best iGaming Promotion
   
   The Best iGaming Promotion category recognizes innovative online campaigns that delivered outstanding player experiences and measurable business results.
   Requirements:
   • Describe the concept and theme of the promotion, including the player experience it was designed to create.
   • Provide details on the promotional mechanics, such as offer structure, qualification rules, eligibility, rewards, or redemption process.
   • Explain the campaign objectives, target audience, and strategic rationale.
   • Describe how the promotion was marketed and executed across digital channels, including any segmentation, timing, messaging, or creative strategy.
   • Submit at least one PDF or screenshot of the promotion messaging, advertisement, landing page, or player-facing communication used.
   • Include measurable results and KPIs, such as participation rates, conversion rates, acquisition, retention, revenue impact, engagement, or ROI.
   • Explain any optimization, testing, or adjustments made during the campaign period.
   • Provide supporting materials that help illustrate the campaign’s creative execution and business impact.
   • All entries must comply with applicable gaming, advertising, and regulatory requirements.
   
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7. Marketer of the Year
   
   The Marketer of the Year award recognizes an individual whose leadership, creativity, strategic thinking, and impact have elevated not only their organization but the casino marketing profession as a whole.
   Requirements:
   • Nominee must be an individual who worked in casino marketing or a closely related marketing leadership role during the 2025 qualification period.
   • The nomination may be submitted by the individual, employer, peer, partner, or other industry colleague.
   • Describe the nominee’s leadership style, strategic contributions, and creative impact on their organization.
   • Summarize the nominee’s most significant accomplishments during 2025, including campaigns, initiatives, programs, team leadership, or business results.
   • Explain how the nominee’s work influenced organizational performance, guest engagement, brand growth, operational improvement, or industry advancement.
   • Include specific examples and, where available, measurable outcomes such as revenue growth, visitation lift, engagement increases, or recognition earned.
   • Submit supporting materials such as a bio, headshot, recommendation letters, campaign examples, awards history, or other documentation that strengthens the nomination.
   • The entry should clearly explain why the nominee stands out as an exceptional marketing leader and contributor to the casino marketing profession.
   
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Judging Criteria:

Entries will be evaluated based on the following weighted criteria:
1. Results and Impact (40%): Measurable outcomes demonstrating success.
2. Creativity and Innovation (30%): Uniqueness of concept and execution.
3. Relevance and Strategy (20%): Alignment with business goals and audience.
4. Presentation (10%): Clarity and quality of submission materials.

Additional Information:

• A submission fee of $200 applies to each entry.
• All finalists will be notified by September 15, 2026, with winners announced during the Theo Awards ceremony.