EA and nPario Launch Gaming Insights Suite

Gaming software giant Electronic Arts and partner firm nPario have announced the launch of an insights platform, EA Legend, which will give marketers data on their campaigns and audiences across mobile, social, online and console games reaching over 300 million people worldwide.

The suite, to be unveiled at Advertising Week in New York City next week, brings together multiple internal and 3rd party data sources. Metrics including impressions, clicks and unduplicated reach are integrated with demographic profiles, brand impact, social buzz, ad effectiveness and ROI across all of EA's ad products and platforms.

It also promises the ability to drill down into key factors in campaign effectiveness including audience engagement, audience segmentation and type of creative, all measured over time.

NPario offers data products and services to help clients understand and target consumer intent, and has particular expertise in very large data sets from work for the likes of Microsoft, Yahoo, Adobe, Oracle and SAS.

EA's SVP of Global Media Solutions Dave Madden says his firm increased its worldwide audience reach by 30% this year across all channels and adds: 'Combining that major jump in reach with the launch of EA Legend puts us in perfect position to compete directly for ad dollars that have traditionally gone to TV.'

Bassel Ojjeh, CEO and co-founder of nPario, says the partnership 'revolutionizes how advertisers can leverage their data' and continues: 'EA has some of the most premium and engaged audiences in the world, and nPario's Data Management Platform allows EA to deliver audience and performance insights across multiple platforms at an infinite scale.'

As an example, the firms say marketers running ads on SCRABBLE on the iPhone, ad integrations in The Sims Social on Facebook, and sponsored content within Madden NFL Football on the console could generate accurate unduplicated reach and campaign metrics across the three platforms.

Redwood City, CA-based EA has more than 100 million registered players, operates in 75 countries and posted GAAP net revenue of $3.6 billion in fiscal 2011.

Web sites: www.ea.com and www.npario.com .

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