Giant consumer site Gamespot has launched what it claims is the UK’s first dedicated real-time tool to measure consumer interest in video games.
GameSpot Trax will follow the behavior of more than 4.5 million UK gamers on the site, allowing the firm to create UK-specific data on ‘what’s hot and what’s not’ amongst consumers.
The tool monitors daily how UK gamers are responding to gaming products and brands, and benchmarks them against their competitors at each of the five major stages of the buying cycle, including awareness, consideration, trial, purchase, and post-purchase engagement or feedback.
Marketeers can set parameters for a daily feed, mapping their own and their competitors’ activities – such as ad campaigns and PR activities – into user trend graphs that show the effectiveness of their efforts in building mindshare.
The service was originally launched in the US in 2003, providing data and analysis at a global level.
“Last year the UK video games market was worth over £3.8bn, and for the first time ever video games are out-selling DVD and Blu-Ray discs” said UK commercial director at CBS Interactive, Julian Childs.
“The stakes are incredibly high for publishers, and the need for a tool providing comprehensive information and insights – specific to the UK market – has never been greater. GameSpot Trax UK provides a whole new level of intelligence on the true dynamics of the UK video games market, and gives unique insight into future sales performance.”