Gamasutra: The Art & Business of Making Gamesspacer
View All     RSS
July 22, 2017
arrowPress Releases

If you enjoy reading this site, you might also want to check out these UBM Tech sites:

Study: Nielsen Examines Xbox Live's Prime Time Attributes
Study: Nielsen Examines Xbox Live's Prime Time Attributes
April 21, 2010 | By Chris Remo

April 21, 2010 | By Chris Remo
More: Console/PC

Like television's prime time, video games have their own overlapping peak hours, with tracking firm Nielsen pegging the sweet spot in the 7pm to 11pm range -- and according to new Nielsen data, live game content can boost player engagement.

The company, best known for its long-running data collection on television watching habits, says it collaborated with Microsoft to track playtime and demographics with the Xbox Live-exclusive online game show 1 vs. 100.

Nielsen found that players averaged more than 70 minutes of continuous playtime during sessions of 1 vs. 100, taking into account both the premiere 1 vs. 100 Live event with prizes and a scheduled host as well as the more practice-oriented 1 vs. 100 Extended Play.

But when Extended Play data was excluded, average playtime jumped to more than 87 minutes, demonstrating much stronger player investment in the higher-stakes live show.

And, importantly for the advertising firms that base many decisions on Nielsen data, that means players are sticking around for numerous rounds of advertisements, which play in between sets of questions.

"In one specific case, an advertiser who placed ads within the games saw notable brand recall and lift," said Xbox Live Advertising's senior audience and analysis manager, Carolyn Fuson, according to Nielsen. "Our ability to learn more about the audience can only be a positive to those brands looking to make an impact on the growing gaming community."

This data comes just as word has surfaced that Microsoft is being pitched on an Xbox Live-themed television channel, lending further support to claims that the company aims to broaden the reach of Xbox Live far behind the traditional game arena.

Related Jobs

Insomniac Games
Insomniac Games — Burbank, California, United States

Character Artist
Sanzaru Games Inc.
Sanzaru Games Inc. — 94404, California, United States

Prop Artist
Sanzaru Games Inc.
Sanzaru Games Inc. — Foster City, California, United States

Environment Artist
Telltale Games
Telltale Games — San Rafael, California, United States

Creative Director

Loading Comments

loader image