South San Francisco, CA – Future US, the special-interest media company, today announced an innovative strategic alliance with Ipsos OTX MediaCT, U.S., the U.S.-based operation of the global research firm, to create a new consumer research tool, GamePlan Core.
With the new product, game marketers will get a unique barometer of consumer interest in video games. GamePlan Core will integrate data about users’ behavior and interests from Future’s online properties with other marketplace data captured by Ipsos OTX MediaCT, U.S. GamePlan Insights weekly syndicated tracking study. The information will help Future and its partners get a much more accurate view of anticipated demand for the most popular titles. Drawing on rich pools of independent data, Future’s marketing partners will get valuable new insight to help them in planning messaging and marketing support.
“The objectivity and timeliness of this tool will prove a huge assist for games marketers, as they try to pitch the tone and choose the right media environments in an increasingly noisy marketplace,” said Rachelle Considine, Vice President of Sales and Marketing, Future US.
GamePlan Core leverages data from GamesRadar.com to measure game performance and advertising response, incorporated with a range of GamePlan data, such as ongoing tracking of the most popular titles.
Future US, a leading publisher in the video game industry, and Ipsos OTX MediaCT, U.S., a division of Ipsos SA, teamed together to develop the constantly optimized, competitive research tool that can analyze platform trends, consumer title awareness and performance as well as advertising metrics. This alliance brings the best from both properties – GamesRadar data and GamePlan Insights – together in one product that each company as well as advertisers and gamers can benefit from.
“Video game publishers have long recognized GamesRadar as the leading website to reach hardcore, generation Y gamers,” said Kelley Corten, Vice President of Games Media, Future US. “We are excited to offer our clients through GamePlan Core a way to analyze how their games are being received by this audience and in turn, make timely marketing and advertising decisions designed to engage consumers.”
“Our relationship with the market-leading global media publisher, Future US, builds a new level of depth in the GamePlan database while at the same time, increases access to a new ‘leading-edge’ younger gamer demographic,” said Nick Williams, Ipsos OTX MediaCT, U.S. Director Gaming Insights. “The synergy here makes perfect sense; bringing together real-time data analysis that each of our clients can benefit from to get the most complete picture of the state of the video game industry.”
All Future US gaming clients will have access to GamePlan Core. GamePlan Core fills the void for current advertisers looking to find more information on the habits and consumption of the elusive generation Y gamer. Benefits of GamePlan Core include the ability to make better-informed decisions about their advertising strategy and how to reach gamers, generate retailer interest for advance sales and perform preand
post-campaign analysis. Customers using GamePlan Core may choose to upgrade to GamePlan Insights to gain access to additional research data from Ipsos OTX MediaCT, U.S. partners, such as game retail information from eBay and rental trends from GameFly.
Select data from GamePlan Core will be highlighted in Future gaming properties, including through banner ads on GamesRadar.
For an overview of GamePlan Insights syndicated tracker please visit:
For more information on this news release, please contact:
SVP Strategy & Marketing
Ipsos OTX MediaCT
About Ipsos OTX MediaCT
Ipsos OTX MediaCT is the market research specialization within Ipsos built to reach, engage and more effectively understand today’s digitally-driven consumer in the fast moving media, content and technology space. By integrating new technologies and immersive techniques with extensive traditional research experience, Ipsos OTX MediaCT’s market leading research solutions help clients better understand media and technology consumption, evaluate content, monitor the value of brands and provide guidance for successful innovation. The Ipsos OTX MediaCT approach results in deeper and more profound consumer insights that allow companies to maximize their return on investment.
To learn more, please visit www.ipsos-na.com/media.
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