Ipsos Launches “3D” Gaming Practice to Address the Three Key Dimensions of Game Franchise Success: Gamer Understanding, Game Development, and Game Marketing

Global Market Research Leader Integrates Extensive Gaming Experience and Research Toolbox for Gaming Sector

Monday, December 07, 2009

San Francisco, CA - Video gaming is morphing: breaking stereotypes, boundaries, and records. In such an environment, smart marketers change faster than the market, capitalizing on emerging opportunities, and changing the way in which they do things, including response to sudden shifts in demand or preference for current offers.

To meet the ever-evolving market demands and research needs of this sector, Ipsos has launched a new research practice focused on the needs of game developers, marketers and console manufacturers. The gaming practice integrates Ipsos’ research specializations, providing full-lifecycle support to gaming companies, tied to three key business dimensions of (1) gamer understanding, (2) game development, and (3) game marketing.

“Gaming is now a central focus across North America, wherever consumers can view a screen,” says Kevin Waters, President of Ipsos MediaCT. “And as gaming increases in entertainment value, it also increases in business value. That means game developers and marketers need better research targeted to their growing audiences, opportunities and risks.

Ipsos has leveraged its methodological and sector expertise to create new tools and adapt existing offers that help guide game research through every step of the development process—and all under one roof. Our video gaming clients benefit tremendously from this breadth and depth of resources and solutions.”

While video gaming has long been stereotyped as a solitary activity, Ipsos’ own research indicates that is not the case anymore. Today’s videogame players are an evolving and increasingly diverse crowd, with all ages and demographics enjoying this uniquely high-engagement activity. Given this diversity, and the growth of the sector, Ipsos’ new gaming-focused research practice has been designed to meet the needs of game publishers, marketers and console manufacturers. Building on Ipsos’ long established research specializations (marketing, media/content/technology, loyalty, advertising, and public affairs) and the company’s robust gaming experience, this new practice provides a unique end-to-end suite of research tools and expertise to the gaming sector.

Peter Weylie, a senior vice president with Ipsos Understanding UnLtd, the company’s U.S.-based qualitative research branch, speaks to the benefits of the breadth of tools and flexibility available to clients: “Because we can combine the extensive research force of Ipsos, our approach focuses and helps game developers and marketers better understand and communicate with the people that play video games, what they want and expect in their gaming experience across any platform, and the best way to reach out to and market the games to key target audiences. It's a multi-disciplinary approach that offers as holistic or as targeted a research strategy as the client needs.

A partial list of the new or adapted tools to support these services include market segmentation initiatives; co-creation tools with Ipsos InnoCreation; qualitative concept development using Ipsos GameStorm Ideation or GamerLink Workshops; concept screening, database development, and volumetric forecasting; advertising research; loyalty and satisfaction programs; and numerous ad hoc/custom approaches.

For information about this press release, please contact:
Kevin Waters
Ipsos MediaCT
(415) 597-4005

Peter Weylie
Senior Vice President
Ipsos Understanding Unlimited
(613) 688-8989

About Ipsos MediaCT

Ipsos MediaCT is the specialization within Ipsos dedicated to serving clients in the converging Media, Content, Telecoms & Technology Industries. Areas of expertise include audience measurement, consumer insight, customer acquisition and retention, market sizing and new product development. Our global team combines rigorous research skills with a clear business focus to assist companies in maximizing their return on investment.

To learn more, please visit http://www.ipsosinsight.com/knowledge/techcomm/.

About Ipsos
Ipsos is a leading global survey-based market research company, owned and managed by research professionals. Ipsos helps interpret, simulate, and anticipate the needs and responses of consumers, customers, and citizens around the world.

Member companies assess market potential and interpret market trends. They develop and build brands. They help clients build long-term relationships with their customers. They test advertising and study audience responses to various media. They measure public opinion around the globe.

Ipsos member companies offer expertise in advertising, customer loyalty, marketing, media, and public affairs research, as well as forecasting, modeling, and consulting. Ipsos has a full line of custom, syndicated, omnibus, panel, and online research products and services, guided by industry experts and bolstered by advanced analytics and methodologies. The company was founded in 1975 and has been publicly traded since 1999.

In 2007, Ipsos generated global revenues of €927.2 million ($1.27 billion U.S.).

Visit www.ipsos.com to learn more about Ipsos offerings and capabilities.

Ipsos, listed on the Eurolist of Euronext – Comp B, is part of SBF 120 and the Mid-100 Index, adheres to the Next Prime segment and is eligible to the Deferred Settlement System. Isin FR0000073298, Reuters ISOS.PA, Bloomberg IPS:FP

Ipsos Launches “3D” Gaming Practice to Address the Three Key Dimensions of Game Franchise Success:  Gamer Understanding, Game Development, and Game Marketing

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Press Release


Peter Weylie
Ipsos Understanding UnLtd
Elen Alexov
Director, Marketing Services,
North America