NEWS27 November 2009

CBS tool tracks UK videogames market buzz


UK— Web publisher CBS Interactive is bringing its videogames customer analytics tool GameSpot Trax to the UK, six years on from its launch in the US.

The service taps into behavioural data from users of its games news and reviews website GameSpot, as well as other sites and offline sources, in a bid to help games publishers, advertisers and retailers understand which titles are generating interest among potential buyers.

CBS says Trax “monitors daily how UK gamers are responding to gaming products and brands, and benchmarks them against their competitors at each of the five major stages of the buying cycle, including awareness, consideration, trial, purchase and post-purchase engagement or feedback”.

UK commercial director Julian Childs cites a Mintel report which put the size of the UK video games market last year at £3.8bn.

“The stakes are incredibly high for game publishers,” he says, “and the need for a powerful tool providing comprehensive information and insights – specific to the UK market – has never been greater.”