Nielson Digs Deeper for Beefier Metrics on Gamers

April 27, 2010 -

In a bid to drum up metrics on gamers that are comparable to those kept on users of other more traditional media, Nielson Games recently conducted a study of Xbox 360 owners that play the game 1 vs 100.

Working with Microsoft for the pilot study, the company placed watermarks in Season 2 of the game, which allowed the researcher to retrieve specific audience data over a 13 week period from November 2009 through February 2010. The study utilized two versions of 1 vs 100; the live form of the game and an Extended Play version that allows players to brush up on the game.

The average length of play for both versions of the game was over 70 minutes, while the average session for the live version was 87 minutes. Noting that 1 vs. 100 allows for advertising  integration during “game breaks,” Nielson’s Gerardo Guzman offered that, “Advertisers should be very interested to see the amount of time consumers spend interacting with these games – especially during those appointment-based ‘1 vs 100 Live’ sessions.”

While previously Nielson was able to report that 18-34 year olds made up 45% of all Xbox 360 console usage minutes, the new research method allowed them to see that that same age group contributed to 55% of 1 vs 100 players. Nielson stated, “These specific metrics help to provide the type of insights advertisers and media planners need to compare video game platforms to other types of media.”

Guzman also stated, “What makes this pilot study so important is the potential for precise audience segmenting. As more game companies and advertisers participate in studies like these, we’re able to define and refine an efficient set of metrics for gaming that can be compared against other media.”

Nielson also reported that gaming has a “prime time” just like television; peak gaming time during the week is between 7PM and 11PM.


 
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Andrew EisenOff to bed. Play nice.08/04/2015 - 2:53am
Andrew EisenNo worries. Yeah, it's the pits. It's like "How many times do I have to tell you I'm not interested in this producer's work before you stop recommending his videos to me?!"08/04/2015 - 2:53am
MattsworknameAndrew: Sorry man, youtubes recomendations system is really crappy08/04/2015 - 2:49am
MattsworknameIp: they cite 4 chan. Enough said08/04/2015 - 2:47am
IronPatriotWhat I don't get is why anyone wants to be part of the private online army for a stalker.08/04/2015 - 2:32am
IronPatriotYes, it's pretty sad that even after GG has been exposed as a fraud designed to harass Sarkeesian, they still want to attack her. Do facts even matter anymore?08/04/2015 - 2:30am
Andrew EisenDammit. For context's sake, I watched that one Chris Ray Gun video Matt linked to and now my recommends are chockful of anti-Sarkeesian crap from the usual suspects. ARGH!08/04/2015 - 2:27am
Andrew EisenIP - Now you just essentially asked Matt the same question twice in a row. Seriously, once is enough.08/04/2015 - 2:11am
IronPatriotMattsworkname, do you have any actual evidence for your "complete bollocks" claim? Or are you making up more "facts08/04/2015 - 2:11am
IronPatriotMattswork, prove your claim that the article is "based on complete bollocks"08/04/2015 - 2:08am
Andrew EisenIP - Stop asking me the same question over and over and over and over and over and over and over and over again. It's super annoying. Especially when I've already addressed it.08/04/2015 - 2:07am
Andrew EisenMatt - How? Set aside half an hour. It's not hard if you know your history. It's just time consuming.08/04/2015 - 2:06am
IronPatriotAndrew, so you agree about the lying fraudulent nature of gamergate's origins? So supporting gamergate when it is clearly a fraud deserves to be called what it is, right?08/04/2015 - 2:06am
Andrew EisenFrom an ethics standpoint, there's nothing wrong with that article or posting news on subjects that are of interest.08/04/2015 - 2:05am
MattsworknameAndrew: the toughest thing about Gamergate is that it lacked any form of directed leadership or oganizaotion, How do you really explain something so amourphous that it leterally took months and moths to gain any real shape?08/04/2015 - 2:05am
Andrew EisenIP - A metric crap ton of history and context. GamerGate isn't hard to explain, it just takes a while.08/04/2015 - 2:01am
MattsworknameAnd ip wonders why gamergate went after sites like ARS and kotaku08/04/2015 - 2:00am
MattsworknameWow, its like ARS posted an intentially controversial article based on complete bollocks to get clicks, Imagine that?08/04/2015 - 1:58am
Mattsworknamehttp://www.alexa.com/siteinfo/arstechnica.com08/04/2015 - 1:58am
MattsworknameWait, wrong link, damn copy function08/04/2015 - 1:57am
 

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