NEWS30 March 2010

Ipsos and Future Publishing team up for video game insight tool

New business North America

US— Magazine publisher Future US and Ipsos OTX MediaCT US have struck a partnership to create a new consumer research tool focusing on video games.

The new service, GamePlan Core, will merge Future’s data about users’ interests and behaviour with behavioural and attitudinal information collected in the Ipsos GamePlan Insights weekly syndicated tracking study.

This mixture of data, the firms said, would allow them to provide clients with an accurate picture of anticipated demand for popular games and help them plan messaging and marketing support.

GamePlan Core will use data from games news and reviews website to measure title performance. Incorporated into this set of data will be ongoing tracking of the most popular game titles.

Through the tie-up with the website, users will be able to analyse platform trends, consumer title awareness and performance and advertising metrics.

Kelley Corten, vice president of games media at Future US, said: “We are excited to offer our clients a way to analyse how their games are being received by this audience, and in turn make timely marketing and advertising decisions designed to engage consumers.”