Game Development - Refinement & 'Proving Ground'

Our quantitative video game specialists have unsurpassed breadth and depth of experience in helping clients prioritize, refine, and assess market potential for new gaming and entertainment devices, content, and offerings.We understand that market research is most useful within the gaming ecosystem if it helps sharpen the focus on, and provide support to, potential breakthrough ideas and opportunities - not if it limits creativity and innovation. This installment of Ipsos Gamer Insight briefly highlights two relevant tools for gaming marketers.

`Refining' gaming offerings - isolating their most appealing elements and greatest audience potential - is critical as the market mainstreams

Gaming is more mobile, social, and enmeshed with other entertainment activities than ever before - with franchises spanning games, films, TV, comic books, and live theme park experiences. Likewise, the expanding gamer audience expects access to their favorite games across a broadening array of platforms and touchpoints. With this heightened degree of diversity (and fragmentation) in the gaming space, the ability to link new product concepts and features with the right audience and appeal `triggers' is key. The Ipsos ConStruct™ tool helps clients prioritize new offer elements and audiences, and refine the overall offering - it marries quantitative rigor with voice-of-thegamer input to arrive at the `sweet spot' concept.

Generating good ideas is not enough - you need to `prove' they are strong and reveal what makes them most likely to win

Established game franchises such as Halo and Madden NFL are easily identified as likely "winners" and should be prioritized for investment. However, how much do you invest in new technology and trends such as social, mobile and motion sensors? You want to quantify the worth and potential of these new ideas to prioritize your investment.With Ipsos DemandExpress you are able to reveal which concepts will succeed in the market with the Market Success Score and Key Measure Scorecard, plus you can get an assessment of why a concept is doing well with the Com - munication module built into the program. Ipsos DemandExpress is a powerful, fast and affordable concept testing tool.www.ipsos-na.com/products-tools/marketing/demand-express/

The End Game is Your Game

Every gamer wants to win. And so do you. Ipsos' focused yet flexible research services offer you the holistic approach you need to secure that win. From start to sale and beyond, we help create and build winning products and brands, and have demonstrated that with hundreds of cases in this realm. What is your research need? With our comprehensive and scalable array of research solutions, Ipsos is the research partner you want playing on your side.