New York-based market research company Nielsen announced the acquisition of games market intelligence company SuperData. The move further strengthens the larger company’s commitment to expanding its information, data, and measurement services in the gaming industry.
Enhancing industry-leading capabilities
In buying SuperData, a company that has been analyzing the gaming market since 2009, Nielsen is hoping to enhance its industry-leading capabilities. The market intelligence on digital games, gaming content, and overall gaming market should help Nielsen expand its presence in the $109 billion industry.
“We recognize the growing importance of the digital gaming ecosystem, and the combined strength and expertise of our businesses will deliver best-in-class solutions and services to games and esports clients around the world,” said Nielsen Sports, Games and Esports Global President Chris Morley.
The tailored data solutions SuperData offers to its clients should be of use to Nielsen. The company, known mostly for its TV ratings, serves customers in over 100 countries and employs some 44,000 people globally.
“Gamers are the trailblazers for media consumption and have become more important than ever to the global entertainment landscape,” said SuperData COO and Co-founder Janelle Benjamin. “SuperData and Nielsen’s combined capabilities will allow us to provide gold standard insights that are essential to the growth of the industry.”
Given the ongoing expansion of the gaming market, this strategy should prove very useful in the short and long term. Having access to a high-quality data and insights should help companies moving into the space a great advantage for conquering the market.
Mapping the esports market
Both Nielsen and SuperData have shown great commitment to offering research services in the games industry.
Nielsen launched its esports-focused division in August 2017. Providing sponsorship valuation, fan insights, and consulting services to different members of the industry, the company was looking to get a foot in the door and apply its know-how to a new area.
Since then, Nielsen has issued a comprehensive report on the European market, while also forging strategic alliances with major industry players.
SuperData, on the other hand, has been a veteran in gaming market intelligence for multiple years. The company has established itself as an industry leader when it comes to gaming market data. Issuing wide-ranging yearly and interim reports and analyses, the company has been on-point with providing market data year-over-year.
Ultimately, the duo will likely become one of the key players in industry intelligence as the market keeps growing.