Video Games: What Gamers Want
GamePlan Insights, a new video game analytics tool, promises to track
all key data sources of a game's life cycle. Consumer research firm OTX,
while launching this tool, says it’s the first syndicated research
solution to combine key videogame data with gamers' attitudes and
behaviors.
GamePlan combines a proprietary weekly tracker of gamers with the
databases from GameFly (a leading online video game rental service) and
Advanced E-commerce Research Systems (AERS). It studies initial
marketplace reaction to new title releases, to evaluate the effects of
public relations, to track in-store arrival and sales velocity, as well
as to analyze rental and resale data to understand the gamer in a 360
degree view.
Since
October 2008, says OTX, the GamePlan Consumer Tracker has compiled data
on over 25,000 gamers across over 600 games, and is growing by 1,000
gamers a week. Results from the tracker are integrated into the GamePlan
web portal to deliver access to transactional industry data combined
with consumer-driven insights. Subscribers can also tap-in to the
ongoing study with their own proprietary survey questions.
"The
ongoing feedback we get from consumers is the way to make research
relevant today. GamePlan was built to plug into and listen to our
gamer," says Shelley Zalis, founder and CEO of OTX.
According to the company, GamePlan is designed to let publishers,
retailers, financial analysts and other video game professionals monitor
and manage market information all in one place. Then they can adjust and
optimize marketing programs and initiatives accordingly.
GamePlan subscribers can customize the combined data sources to track
current marketplace metrics specific to their needs, align with their
genre and target audience, and focus in on the evolving gamers' mindset.
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