Data analytics company Nielsen Holdings has announced today the acquisition of one of the major gaming market intelligence sources, SuperData Research.
That digital focus is a key component of the acquisition for Nielsen. SuperData is one of the few market intelligence groups that provides data on digital sales as well as physical.
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"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 global president of games and esports Chris Morley.
In addition, Nielsen hopes that SuperData will bolster its ability to offer insights for esports endeavors, including publishers, developers, rights holders, brands looking to advertise or invest, and others.
"Video games have become a mainstream form of entertainment that engages and excites billions of people globally," said SuperData CEO Joost van Dreunen. "In Nielsen we found a shared vision of helping clients understand the changes taking place in consumer entertainment preferences."