EA courts more in-game ads with new analytics tech
Publisher partners with metrics startup nPario to measure consumer response
Electronic Arts has signed up with advertising analytics startup nPario, in the hope of attracting more in-game ads.
nPario's 'insights suite' promises to track gamers' interaction with digital ads, across console, mobile and online games, and to break results down per-platform. EA works with over 100 advertisers at present.
The self-funded nPario was formed this March by a consortium of former Yahoo execs. Said CEO Bassel Ojjeh at the time, "we believe that organizations stand to boost revenue by more than 10% if they harness the power of consumer intent.
"Our goal is to provide our customers with a comprehensive set of data products that focus on the vast amount of commercial behaviour data and generate immediate impact to their business and revenue."