Nielsen Acquires Gaming Data Analyst SuperData Research

Media analyst Nielsen has acquired SuperData Research, a provider of market research to the gaming industry.

Founded in 2009, SuperData Research provides market research and analysis on digital games, video game content, and virtual and augmented reality by analyzing the spending of more than 160 million digital gamers worldwide. Nielsen plans to use SuperData to bolster its Nielsen and Nielsen Esports games, which provide research and analysis on the gaming industry.

The acquisition comes as global gaming spending skyrockets. More than $ 137 billion will be spent on games this year, according to market research firm Newzoo, an increase of more than 13% from last year. Revenue from digital games is expected to contribute $ 125 billion, or about 90% of the total market, Newzoo said.

“Video games have become a form of mainstream entertainment that engages and excites billions of people around the world,” SuperData co-founder and CEO Joost van Dreunen said in a statement. “At Nielsen, we have found a common vision to help customers understand the changes that are occurring in consumer preferences for entertainment.

Financial terms of the transaction were not disclosed.

Sean N. Ayres