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GamePlay Metrics

Nielsen to Launch Video Game Rating Service

Authored by Mark Hefflinger on October 18, 2006 - 1:37pm.
New York - Nielsen Media Research announced on Wednesday plans to launch a new video game rating service, which will seek to establish new metrics for the buying and selling of in-game and other video game-related advertising. GamePlay Metrics, from the company's new wireless and interactive services division, will harvest data from Nielsen's existing measurement system on the most popular titles among gamers, and combine it with other demographic information and data such as which TV shows they watch. "A reliable and accurate standard of measurement for video gaming will drive advertising investment in this medium and help convert video game advertising from a discretionary advertising experiment to a must-have option," said Jeff Herrmann, vice president of Nielsen wireless and interactive services. Nielsen's GamePlay Metrics Service is slated to begin providing weekly video game ratings data in mid-2007.
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