While games like Halo (outstanding overall marketing campaign!), Skylanders (sweeping the best non-traditional packaging category) and Call of Duty (best use of sound design) won more than their fair share of awards, it was also a chance for some less successful titles to shine.
My favourite award of the evening had to be the Best Use of Copywriting for Static Media or Online award, which went to the Resident Evil: Operation Raccoon City reviewer's guide, followed closely by Best Logo Design, won by Star Wars: 1313, a game that no longer exists.
You can view the full list of winners here. If you run into any of them on the street, be sure to pat them on the back and thank them for selling you that stuff. It's what they do.