Marketing and all things related

We’ve discussed in-game advertising on numerous occasions. But for advertisers to take the medium seriously there needs to be placement and performance standards and metrics. Seizing on that opportunity, a new research company called Interpret LLC is launching a service called Gameasure to provide third party metrics for in-game advertising. According to Mediaweek, “Gameasure will track a variety of metrics for video games across multiple gaming platforms, such as user demographics, reach and frequency and duration of play, according to Interpret.” Initially, the service depends upon a panel of gamers responding to surveys. Eventually, the company will measure data directly from video game devices. Marketing Blurb applauds the effort, but suspects early results will drive down in-game advertising rates.