Nielsen Games IP Evaluator defines gaming demographics and consumer behavior in China to evaluate mobile game revenue potential
Beijing – June 28, 2016 – Nielsen (NYSE: NLSN) today launched the Nielsen Games IP Evaluator, a service unique to the Chinese market, for mobile game developers in collaboration with TalkingData, the country’s largest mobile data platform and service provider.
Riding on the waves of explosive mobile game growth in China, Nielsen launched the Nielsen Games IP Evaluator service to help game publishers and developers understand the potential return of a creative Intellectual Property (IP) license. Powered by data from TalkingData’s 650-million monthly active mobile device users and Nielsen’s high-quality consumer insights, the service evaluates the potential audience for a particular game, and optimizes the development and launch process by providing publishers with consumer demographics, device usage and gaming behavior.
China has overtaken the U.S. to become the largest mobile games market in the world with explosive growth in the past two years. As competition for the attention of China’s 450 million mobile gamers becomes more intense, game developers are turning to third-party entertainment IPs to gain visibility and attract new users. With significant investments being made in acquisition and licensing rights, it is critically important for developers to understand an IP’s potential value, identify new market segments and optimize development and marketing.
“Although 40 – 50% of all new mobile games involve an IP acquisition and the percentage continues to grow, most mobile game developers enter into IP partnerships based on their past experience with no support of forward looking quantitative analysis,” said Steven Li, vice president, Nielsen Entertainment Vertical, China. “The Nielsen Games IP Evaluator offers developers insightful consumer research to fully understand IP potential and the right form for mobile games.”
The new service deploys an advanced research methodology that combines and matches Nielsen consumer measurement data with TalkingData’s usage measurement data, allowing clients to:
IDENTIFY AUDIENCE PROFILES
The service identifies IP audience demographics and historical gaming behaviors, allowing publishers to understand current and potential audience reach within its portfolio.
QUANTIFY GAME POTENTIAL
The service helps clients determine an IP’s suitability for mobile gaming by clarifying its reach and its level of interest among mobile game players as well what as the type of game that would be the best fit for that audience.
OPTIMIZE GAME DEVELOPMENT AND LAUNCH
The service provides a clear summary of audience gaming preferences, including game genres, artwork and theme preferences and device characteristics. The service also provide insights on discovery and communications, helping publishers effectively maximize their marketing spend.
“We are confident that this new service provides a powerful solution for game publishers in evaluating and maximizing IP value for mobile games,” said Li. “This product combines the advanced consumer insights and analytics of Nielsen with TalkingData’s best-in-class mobile device usage measurement panel, grounding consumer feedback with actual past measured behaviors and significantly strengthening the accuracy of predictive models.”
ABOUT NIELSEN
Nielsen Holdings plc (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumers Watch and Buy. Nielsen’s Watch segment provides media and advertising clients with Total Audience measurement services across all devices where content—video, audio and text—is consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industry’s only global view of retail performance measurement. By integrating information from its Watch and Buy segments and other data sources, Nielsen provides its clients with both world-class measurement as well as analytics that help improve performance. Nielsen, an S&P 500 company, has operations in over 100 countries that cover more than 90% of the world’s population. For more information, visit www.nielsen.com.
ABOUT TALKING DATA
TalkingData is China’s largest independent Big Data service platform with focus on the mobile Internet. TalkingData offers the best-in-class Big Data products and services varying from mobile app analytics, mobile ad tracking, mobile game analytics, mobile market intelligence, DMP (Data Management Platform), industry consulting, etc. Today, 80% of the Top 50 developers in China rely on TalkingData to track their app metrics, analyze user data points, and optimize monetization. Industry giants such as China Merchants Bank, Citic Bank, Ping An Group also rely on TalkingData’s enterprise Big Data solution to build their core data infrastructure towards the mobile era.