SOURCE: Future US

Future US

March 29, 2010 08:00 ET

Video Game Companies Gain a Competitive Edge Using the New Research Tool -- GamePlan Core -- From Future US and Ipsos OTX MediaCT, U.S.

Strategic Alliance Offers Clients Game Performance, Advertising Results and Leading Industry Data via Exclusive Offering

SOUTH SAN FRANCISCO, CA--(Marketwire - March 29, 2010) -  Future US, the special-interest media company, today announced an innovative strategic alliance with Ipsos OTX MediaCT, U.S., the U.S.-based operation of the global research firm, to create a new consumer research tool, GamePlan Core.

With the new product, game marketers will get a unique barometer of consumer interest in video games. GamePlan Core will integrate data about users' behavior and interests from Future's online properties with other marketplace data captured by Ipsos OTX MediaCT, U.S. GamePlan Insights weekly syndicated tracking study. The information will help Future and its partners get a much more accurate view of anticipated demand for the most popular titles. Drawing on rich pools of independent data, Future's marketing partners will get valuable new insight to help them in planning messaging and marketing support.

"The objectivity and timeliness of this tool will prove a huge assist for game marketers, as they try to pitch the tone and choose the right media environments in an increasingly noisy marketplace," said Rachelle Considine, Vice President of Sales and Marketing, Future US.

GamePlan Core leverages data from GamesRadar.com to measure game performance and advertising response, incorporated with a range of GamePlan data, such as ongoing tracking of the most popular titles.

Future US, a leading publisher in the video game industry, and Ipsos OTX MediaCT, U.S., a division of Ipsos SA, teamed together to develop the constantly optimized, competitive research tool that can analyze platform trends, consumer title awareness and performance as well as advertising metrics. This alliance brings the best from both properties -- GamesRadar data and GamePlan Insights -- together in one product that each company as well as advertisers and gamers can benefit from.

"Video game publishers have long recognized GamesRadar as the leading website to reach hardcore, generation Y gamers," said Kelley Corten, Vice President of Games Media, Future US. "We are excited to offer our clients, through GamePlan Core, a way to analyze how their games are being received by this audience and in turn, make timely marketing and advertising decisions designed to engage consumers."

"Our relationship with the market-leading global media publisher, Future US, builds a new level of depth in the GamePlan database while at the same time, increases access to a new 'leading-edge' younger gamer demographic," said Nick Williams, Ipsos OTX MediaCT, U.S. Director Gaming Insights. "The synergy here makes perfect sense -- bringing together real-time data analysis that each of our clients can benefit from to get the most complete picture of the state of the video game industry."

All Future US gaming clients will have access to GamePlan Core. GamePlan Core fills the void for current advertisers looking to find more information on the habits and consumption of the elusive generation Y gamer. Benefits of GamePlan Core include the ability to make better-informed decisions about their advertising strategy and how to reach gamers, generate retailer interest for advance sales and perform pre- and post-campaign analysis. Customers using GamePlan Core may choose to upgrade to GamePlan Insights to gain access to additional research data from Ipsos OTX MediaCT, U.S. partners, such as game retail information from eBay and rental trends from GameFly.

Select data from GamePlan Core will be highlighted in Future gaming properties, including through banner ads on GamesRadar.

About Future
Future plc is an international special-interest media group that is listed on the London Stock Exchange (LSE: FUTR). Founded in 1985 with one magazine, today we have operations in the UK, US and Australia creating over 180 special-interest publications, websites and events for people who are passionate about their interests. We hold strong multi-media market positions in games, technology, film, music, cycling, automotive and crafts. Our biggest-selling magazines include Total Film, T3, Classic Rock, Digital Camera, Guitar World, Revolver, Official Xbox Magazine, PlayStation: The Official Magazine, Nintendo Power, Maximum PC and Mac|Life. Our websites include gamesradar.com, bikeradar.com, techradar.com, musicradar.com, dailyradar.com and photoradar.com. Future produces nearly 4 million magazines each month; we attract more than 27 million unique visitors to our websites; and we host 27 annual live events that attract hundreds of thousands of enthusiasts. In addition, Future exports, syndicates or licenses its publications to 90 countries internationally, making us the UK's number one exporter and licensor of monthly magazines.

About Ipsos OTX MediaCT, U.S.
Ipsos OTX MediaCT, U.S. is the market research specialization within Ipsos built to reach, engage and more effectively understand today's digitally-driven consumer in the fast moving media, content and technology space. By integrating new technologies and immersive techniques with extensive traditional research experience, Ipsos OTX MediaCT, U.S.'s market leading research solutions help clients better understand media and technology consumption, evaluate content, monitor the value of brands and provide guidance for successful innovation. The Ipsos OTX MediaCT, U.S. approach results in deeper and more profound consumer insights that allow companies to maximize their return on investment.

About GamePlan Insights Weekly Syndicated Tracking Study
1,000 U.S. gamers and game buyers are surveyed each week including hardcore gamers, casual gamers and everyone in between. The study tracks up to 600 game SKUs at any given time, including all major console, handheld, PC, and iPhone titles. For more information visit, http://www.gameplaninsights.com.

Contact Information

  • Future US Media Contact
    Heather Sorensen, Plugged In PR for Future US
    503-841-0625
    Email Contact

    Brigit Valencia, Plugged In PR for Future US
    360-597-4516
    Email Contact

    Ipsos OTX MediaCT, U.S. Media Contact
    Tom Harbeck
    212-524-8231
    Email Contact