EEDAR, Nielsen Partner To Survey $126 Million UK Game Marketing Biz

Market research firms Electronic Entertainment Design and Research (EEDAR) and Nielsen announced last week a partnership to track video game marketing spend in the UK. According to Nielsen AdDynamix, an ad monitoring tool, companies spent over $126 million promoting video games in the UK in 2009. EEDAR said that the partnership will provide an opportunity for video game publishers and markets to compare marketing campaigns for thousands of titles in the U.S. and U.K. As part of the agreement, AdDynamix data will integrate with EEDAR's database, which includes over 22,000 past and upcoming games. The data will be delivered to users via EEDAR's GamePulse service. GamePulse lets users view marketing campaign factors like total estimated spend and mixed media allocation, and view the information in context such as genre and industry trends and specific video game titles, EEDAR said. Also included in the expanded service are digital versions of past TV, internet, print, radio and outdoor ads. "This new data will provide enormous benefits to many of our clients who include the largest first and third party publishers in the video games industry," said Greg Short, CEO of EEDAR.