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Future links with Ipsos to expland GamePlan to videogame market

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By The Drum Team, Editorial

February 16, 2011 | 2 min read

Bath-based special-interest media group, Future, has collaborated with leading global survey-based market research company, Ipsos on the UK expansion of GamePlan, a research tool for insights into the videogame market.

GamePlan UK will mirror its established US counterpart, providing a business intelligence tool featuring tried-and-tested quantitative metrics as well as statistics that are unique to the gaming market.

“Future is committed to giving advertisers more insight into the buying intentions of our audience,” explained James Binns, head of Future’s gaming websites.

“We chose GamePlan UK because they benchmark against a wide range of UK gamers, versus other well-known games panels that are narrow and site specific.”

The alliance between Ipsos and Future, means GamePlan UK includes data from across Future’s portfolio of games websites and magazines, allowing the research tool access to a high volume of nationally representative survey data.

Gameplan UK will offer invaluable scientific information on gamers for publishers, agencies, retailers, financial analysts and media planners, presented in an easy-to-use format. Ipsos has already, since October 2010, conducted interviews with more than 10,000 UK gamers.

GamePlan was launched in the US during 2009 and gathers data through a proprietary weekly online survey of gamers in order to help its subscribers to dynamically monitor and manage portfolios, perform comparisons against the competition, identify macro industry trends, forecast anticipation and pinpoint target market demographics and psychographics.

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