The online entertainment zone is sponsoring a new category that gives entrants the chance to win £5,000 and a golden joystick by submitting a web-based game.
Hot Cherry was hired without a pitch, having previously worked for E4.com on other projects. The agency plans to promote the awards across blogs, forums and social networks.
Hot Cherry is also promoting the online aspect to Channel 4's Islamic television season Osama Loves. It will track down 500 Osamas in 50 days to give Islam a human face.