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GamePlay Metrics will provide demographic data on video games and the people who play them

Nielsen to collect audience data on video games

New service to establish standard metrics for in-game advertising

Shaun Nichols in California

Nielsen Media Research, which provides the standard television rating system for calculating advertising prices, is to launch a service to rate video games.

GamePlay Metrics will provide demographic data on video games and the people who play them. The service is set to launch in mid-2007.

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"A reliable and accurate standard of measurement for video games will drive advertising investment in this medium and help convert video game advertising from a discretionary experiment to a must-have option," said Jeff Herrmann, vice president of Nielsen Wireless and Interactive Services.

The company explained that GamePlay Metrics will also research the non-game playing habits of users, including television viewing patterns. 

Nielsen hopes that combining the two fields will provide advertisers with a clearer picture of where to advertise both in and out of the games.

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