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Nielsen acquires SuperData Research to better track digital games and esports

September 05, 2018 / JEFF GRUBB

Nielsen wants to get better at tracking video games. To fill in the digital-shaped gap in its data reporting, the market analysis firm has acquired industry intelligence firm SuperData Research, which extrapolates data estimations for digital games by looking at the behavior of 160 million people.This acquisition gives Nielsen a foothold in the gaming space, which is an industry that is growing more and more concerned with metrics like engagement as opposed to strictly sales. Nielsen, which typically sells its data to businesses, will have to compete with tracking firm The NPD Group, which has reported on game sales since the 1990s. In 2016, NPD started including digital sales in its monthly reports as well.