Ipsos Debuts Gaming Practice

Ipsos has launched a specialist gaming research practice, 3D. The unit integrates new tools and various existing skills from within the group to focus on the needs of game developers, marketers and console manufacturers.

3D provides what Ipsos calls 'a unique end-to-end suite of research tools and expertise to the gaming sector', and forms part of the Ipsos MediaCT specialization, which works in the converging media, content, telecoms and technology industries. The name reflects what Ipsos sees as the 'three key business dimensions' of the sector, gamer understanding; game development; and game marketing.

'Gaming is now a central focus across North America, wherever consumers can view a screen' according to 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.'

Peter Weylie, SVP with US qual division Ipsos Understanding UnLtd, says the new multi-disciplinary 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.'

Tools available include market segmentations; co-creation tools with Ipsos InnoCreation; qual 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 approaches.

The group is online at www.ipsos.com and Ipsos MediaCT at www.ipsosmediact.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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