Ingame Advertising gets a Metric

October 19, 2006 on 7:35 am | In General Gaming, Industry

As noted in yesterday's Cynopsis Kids newsletter, Nielsen Media Research is launching a new service for companies who buy and sell advertising in video games.

Quote from the newsletter:

Nielsen Media Research has unveiled plans to launch GamePlay Metrics, an all electronic video game rating service.  The service will establish new metrics for the buying and selling of advertising in video games, while also tracking the activities of gamers across other media platforms, such as TV and the web.  Slated to begin releasing video game ratings results in mid-2007, the new data will support the video game industry's development of an advertising business model to help offset the growing development costs of game titles for new next-generation consoles.  Nielsen says the data will also provide advertisers, agencies, and marketers as well as hardware manufacturers and game developers with demographic information, while also offering information about how video game play impacts the use of various other electronic media, such as what gamers are watching on TV when they aren't gaming, all of which will support advertisers ability to better negotiate ad deals and target digital gamers with both in game and around game advertising.  GamePlay Metrics will be the first offering from the newly created Nielsen Wireless and Interactive Services division.

Ingame advertising started a long time ago. With this though, I feel like it has finally arrived, at least in the mainstream Business 101 sense.

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