arketers will no longer have to flounder when it comes to video game statistics. Top research firm, Nielsen Media Research (www.nielsenmedia.com) has finally launched its long-expected GamePlay Metrics service, a measurement product designed to collect audience data for videogames.

Given Nielsen's lineage, the new service is expected to be the videogame equivalent of TV ratings by the middle of 2007. The service is aimed at establishing standard metrics and third-party objectivity to the burgeoning segment of in-game advertising, which, according to The Yankee Group, is predicted to be a $730 million market by the end of 2010. ... more