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 EisenI don't see how as doing so would not add any visual information to the top or bottom of the screen.11/27/2014 - 6:04pm
Matthew Wilsonfrom what I read, getting rid of the black bars and stretching it out made for a better play experience.11/27/2014 - 5:59pm
Andrew EisenFrom what I hear, there's a ton of "look up and shoot at the guys above you" stuff in the game that the wider frame doesn't accommodate such actions well.11/27/2014 - 5:55pm
Andrew EisenHaving a game run in scope is not necessarily a bad thing but like any aspect ratio, you have to compose your shots correctly.11/27/2014 - 5:55pm
Neo_DrKefkaThe Evil Within was pretty bad and to make it worse the way the screen size made it hard for you to see even on a big screen it really hurt the game. Being Artistic is great but when you focus on art rather than what sells you run the risk of that happen11/27/2014 - 5:33pm
Matthew WilsonI kinda hope this is not true. http://www.nintendolife.com/news/2014/11/nintendo_might_not_be_making_more_gamecube_controller_adapters_at_the_moment11/27/2014 - 1:34pm
Matthew WilsonI saw that. I wish people would stop preording, but sadly that will never happen.11/27/2014 - 1:26pm
Papa MidnightUbisoft has cancelled the Season Pass for Assassin's Creed: Unity (http://www.reddit.com/r/pcmasterrace/comments/2ni2ac/ubisoft_cancel_season_pass_for_ac_unity/)11/27/2014 - 1:08pm
NeenekoBut now I can use the christmas discount justification too,11/27/2014 - 11:46am
NeenekoI am also sorely temped by Civ:BE, mostly because I have a demo coming up and I know my productivity will tank.11/27/2014 - 11:45am
MaskedPixelanteThe Evil Within is only a month old, right? And it's already 66% off...11/27/2014 - 10:29am
MechaCrashI held off on Civ:BE because I am pretty sure it'll get a bigger discount during the Christmas sale.11/26/2014 - 11:09pm
MechaTama31I'm sorely tempted by Civ: BE, but I have to stay strong and remember what it felt like to be repeatedly kicked in the junk by Civ V...11/26/2014 - 10:58pm
MechaCrashNah, just providing more proof that GGers are lying when they claim it's really about ethics in game journalism and not a proxy war against feminism.11/26/2014 - 9:58pm
MaskedPixelanteMSS is Murdered: Soul Suspect.11/26/2014 - 8:34pm
Andrew EisenWhy the interest in Ghomeshi? Is it relevant to something we've been discussing? (Not saying it's not but it seems a rather random thing to bring up.)11/26/2014 - 6:39pm
WonderkarpJian Ghomeshi arrested on sex assault charges, released on $100K bail http://www.citynews.ca/2014/11/26/jian-ghomeshi-arrested-on-sex-assault-charges-released-on-100k-bail/11/26/2014 - 5:55pm
WonderkarpJian Ghomeshi to #Gamergate: Our culture’s toxic masculinity crisis on display http://www.salon.com/2014/10/27/jian_ghomeshi_to_gamergate_americas_toxic_masculinity_crisis_on_display/11/26/2014 - 5:55pm
WonderkarpI saw that. Amiibos are pretty awesome. I have 10 now :P11/26/2014 - 5:49pm
Matthew Wilsonon a weird side of smash news, a level 50 Amiibo almost won a tournament. http://www.siliconera.com/…/story-fox-amiibo-nearly-won-su…/ I guess Nintendo made the cpu ai better.11/26/2014 - 5:44pm
 

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