Daily Research News Online no. 9810 - OTX Launches Video Game Tracking Tool

OTX Launches Video Game Tracking Tool

April 8 2009

Hi-tech researcher OTX (Online Testing eXchange) has launched a new business intelligence tool and tracking service which aggregates consumer data on hundreds of games on a weekly basis, and forecasts future consumer behaviour around each title.

The new GamePlan Insights syndicated research solution combines videogame data with gamers' attitudes and behaviours - focused on every phase of a videogame's lifecycle.

It combines a proprietary weekly tracker of gamers with the databases from GameFly and eBay data firm AERS to read initial marketplace reaction to new title releases, evaluate the effect of PR, track in-store arrival and sales, as well as analyze rental and resale data.

This allows publishers to analyze metrics such as what games are most desirable to rent and own, and which titles gamers plan to rent or own in the future.

OTX has been gathering information for the new tool since last October. It processes data on more than 600 games from 25,000 players, with OTX claiming the figure is increasing by 1,000 on a weekly basis. That information is gathered by the company's multi-source sampling method, which polls players in the US across hundreds of online panels.

'The goal with GamePlan is to present scientific primary research,' explained Gaming Director Nick Williams. 'There aren't too many companies putting out syndicated data with actual research data reflective of the actual purchase population. It's a credible research source for an industry that's growing up.'

OTX, which specialises in research products and analysis for the marketing, entertainment and advertising communities, has offices in London, Los Angeles, New York, Cincinnati, and Miami.

At the end of last year, the firm launched a sampling engine, OTXCortex, promising high quality data, new levels of security and an improved survey-taking experience for consumers.

Web site: www.otxresearch.com .