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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WymorenceOh sweet god, Kung Fury is freaking awesome...05/28/2015 - 10:03pm
E. Zachary KnightWonder, I know you can revise content and resubmit it, but I can't findany information about a formal appeals process.05/28/2015 - 7:27pm
Wonderkarpever wonder if there's an appeals process for AO?05/28/2015 - 6:55pm
Matthew WilsonDanny and Andy play the first couple of levels of the upcoming Hatred http://www.gamespot.com/videos/hatred-gamespot-plays/2300-6425016/ imho it does not look like it should be AO.05/28/2015 - 5:57pm
Andrew EisenHey, remember Kung Fury? That short film that was funded via Kickstarter a few years ago? You can watch it now. I suggest you do. It's fun! https://www.youtube.com/watch?v=bS5P_LAqiVg05/28/2015 - 5:14pm
Goth_SkunkOriginally, yes. Some content was cut out in order to reduce its ratign from AO down to M, but PC users could work around that an unlock the full content by means of a patch. Which is what I did. :D05/28/2015 - 3:56pm
Andrew EisenKarp - Yes, for strong sexual content. Although the recent remaster contains all that content and was rated M.05/28/2015 - 3:54pm
Andrew EisenDepends on if you consider Hatred misrated. I haven't played the game or seen the ESRB's rating summary so I'm undecided.05/28/2015 - 3:53pm
WonderkarpDidnt Fahrenheit have an AO?05/28/2015 - 3:52pm
Matthew Wilson@AE that is why I said it seems more moral panic to me.05/28/2015 - 3:51pm
Andrew EisenMatthew - From what I've seen (just the trailers) the game is nowhere near as gory as many, many other games. But again, I'm guessing the AO rating comes from theme and tone rather than outright gore.05/28/2015 - 3:50pm
Andrew EisenKarp - It didn't show penetration or nudity.05/28/2015 - 3:50pm
WonderkarpI'd say Mortal Kombat X has more Gore and Violence than Hatred.05/28/2015 - 3:50pm
Matthew Wilsonwhat I mean by worse in this case its not more gory/violent than others.05/28/2015 - 3:48pm
WonderkarpI forget....did Hot Coffee actually show Penetration?05/28/2015 - 3:48pm
Andrew EisenKarp - The Skyrim mods are external mods. The Hot Coffee mod unlocked content on the disc. Big difference. Still, the content that was unlocked was still perfectly in line with an M rating in my opinion.05/28/2015 - 3:47pm
Andrew EisenThemes are factored into ratings, not just mechanics. Still waiting for ESRB's rating summary. Very curious to see what it has to say.05/28/2015 - 3:46pm
Matthew WilsonHatred is a top down shooter though, and isnt any worse than other top down shooters?05/28/2015 - 3:45pm
Wonderkarpyeah, San Andreases rerating was ridiculous. Why not rerate Skyrim with all its crazy sex mods out there? But yeah, ESRB is good as policing itself. 05/28/2015 - 3:45pm
Andrew EisenManhunt 2 and Hatred though? Eh, there's an argument to be made for the higher rating.05/28/2015 - 3:43pm
 

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