NEWS30 September 2011

If it’s in the game, EA’s measuring it

Data analytics North America

US— Games publisher EA is rolling out an analytics suite next week, built on nPario software, to provide campaign and audience insights to brands that advertise within its mobile, social, online and console games.

The company points to internal data that shows its titles reach more than 300m people worldwide, and using a mix of in-house and external data sources, EA says the ‘Legend’ platform will deliver campaign-specific data for impressions, clicks, unduplicated reach, demographics, social media buzz and ROI.

NPario’s data management platform is the engine that drives Legend. The company was set up by two former Yahoo executives last year and received $5m in funding from WPP in May.