2026 Winner

After a string of underwhelming releases, Battlefield 6 needed to win back trust and
reclaim its place at the top of the first-person shooter category. EA answered with
“Destruction Receipts,” an AI-driven system that turned gameplay clips into itemized
damage reports, assigning real-world dollar values to every explosion and collapse
caused by players. Trained on in-game environments and powered by multiple AI
agents, the system could distinguish between levels of destruction and credit only what
each player actually triggered, with valuations grounded in input from a demolition
expert to add credibility. The mechanic quickly became competitive social fuel as
players chased higher totals, shared receipts and climbed leaderboards, unlocking
rewards along the way. The result was 253M impressions, 166 hours of user-generated
gameplay and $196 billion in tracked destruction. Crucially, Battlefield 6 outsold Call of
Duty to become the best-selling AAA game of 2025.

Credits

AGENCY: Sid Lee
* Marie-Lise Campeau, Global Chief Executive Officer
* Johan Vakidis, President & Chief Creative Officer, North America
* Ali Stewart, Chief Creative Officer
* Matt Fraracci, Executive Creative Director
* Tim Zimmerman, Creative Director
* Alex Bird, Creative Director
* Alex Pellerin, Creative Director
* Tim Zimmerman, Art Director
* Alex Pellerin, Art Director
* Brennen Robinson, Art Director
* Alex Bird, Copywriter
* Osman Rahmani, Copywriter
* Andrea Cousineau, Copywriter
* Jennifer Stack, Head of Content
* Erik Jorgensen, Senior Content Creator
* Gohar Salim, Content Creator
* Marianne Pizzi, EVP, Client Partnerships, North America
* Yash Keough, Account Director
* Emma Tesch, Account Executive
* Shereen Ladha, VP, Head of Strategy, North America
* Jean-Claude Kikongi, Group Strategy Director, Head of Strategy
* Nico Wlock, Senior Strategist
* Nicolas Dumitru, Strategist
* Barbara Scheed, Strategy Analyst
* Jen Mete, Head of Production
* Carolyne Goyette, Head of Production
* Sara Teasdale, Senior Producer
* Lauren Sloan, Senior Producer
* Tofunmi Awonaike, Production Coordinator
* Emma Rozenblum, Production Coordinator
* Yanick Bedard, EVP, Innovation, Digital & Strategy
* Ti-Leng Thang, VP, Digital Production
* Jean-Francois Lavigne, CD & Innovation Lead, Digital Design
* Pascal St-Laurent, Technical Director
* Louis Jutras, Senior Full Stack Developer
* Maxime Gagne, Lead Full Stack Developer
* Maxime Daoust, Front End Technical Lead
* Patrick F. Mayer, Lead Creative Developer
* Jean-Philippe Robin, Front End Developer
* Pie-Luc Beaulieu, Senior Director
* Anne Simard, Senior Project Manager
* Simon Perras-Dyotte, IT Tech
* Sophie LeBlanc, UX Designer
* Tim Yule, Production Designer
* Noah Dauphinais, Motion Designer
* Hugo Dumas, Assistant Editor
* Mensada Brkan, QA Specialist
* Kyra Cohen, Head of Resourcing
* Justin Hewitt, Senior Creative Services Manager

CLIENT: Electronic Arts & Battlefield Studios
* Tracey Thompson, VP, Global Communications
* Andy McNamara, Global Senior Director, Integrated Communications - Battlefield
* Matt Grandstaff, Senior Director of Community & Social Media
* Parker West, Senior Manager, Social Media - Battlefield Franchise
* Peter Sakhnini, Manager, Social Media - Battlefield Franchise
* Tyler McAndrew, Manager of Social Media Content Creation - Battlefield