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With NPD and IRI's merger now complete, the two companies have rebranded to Circana to become a leading provider on data, analytics, and technology.

Justin Carter, Contributing Editor

March 7, 2023

1 Min Read
Logo for the new market analytics firm Circana.

Following its merger with Information Resources Inc. (IRI), industry analyst the NPD Group has rebranded completely to Circana

The merger between NPD and IRI was completed in mid-2022, and Circana aims to become "the leading advisor on the complexity of consumer behavior."

NPD is often cited as a source for sales across multiple industries, including video games. It regularly provides sales estimates and reports covering game copies sold, mobile game spending, and console hardware.

Meanwhile, IRI is said to have the largest information of data related to consumer purchasing, loyalty, and social media. Circana will use both companies' expertise to track millions of products across thousands of categories, and advise "almost 7,000 brands and retailers worldwide."

Kirk Perry, CEO of Circana, said the company was "undeniably best positioned to advise the world’s leading brands and retailers across almost every industry on how to identify opportunity, ignite innovation and grow well into the future.”

About the Author(s)

Justin Carter

Contributing Editor, GameDeveloper.com

A Kansas City, MO native, Justin Carter has written for numerous sites including IGN, Polygon, and SyFy Wire. In addition to Game Developer, his writing can be found at io9 over on Gizmodo. Don't ask him about how much gum he's had, because the answer will be more than he's willing to admit.

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