Ipsos Rolls Out Gaming Insights Tool in UK

Ipsos has announced the UK roll-out of its GamePlan Insights tool, which examines behavioural and attitudinal trends in the videogame market.

The tool, which was launched in the US in 2009, combines a proprietary weekly online survey of gamers, with data drawn from Future Publishing's portfolio of games web sites and magazines, such as GameFly and GamesRadar.com.

GamePlan Insights also offers web analytics across a selection of Future's online and off-line properties in the UK. The combined data is used to analyse marketplace reactions to new game releases, evaluate the effects of PR, track sales and analyse the rental and resale market.

Since October 2010, Ipsos has conducted more than 10,000 interviews with active gamers across the UK. The tool features quantitative metrics such as awareness, purchase intent and buzz, while also including measures that Ipsos says are unique to the gaming market. In addition, it can be used to pinpoint target market demographics and psychographics among gamers who own or intend to purchase specific hardware and software.

All the data is integrated in a web portal that features customisable dashboards and data-driven competitive sets.

Web site: www.ipsos.com .