Future, OTX Partner To Create GamePlan Core Research Tool

Entertainment market research firm OTX is teaming up with print and online publisher Future US to create a specialized game research tool that will draw from data gathered by both groups. GamePlan Core, the new tool, is built on OTX's existing GamePlan Insights tool, which tracks behavior and market opinion about video games, and creates sales projections based on a variety of tracked data points. Core will incorporate data based on user behavior tracked through Future US' online game-focused properties, including its primary gaming site GamesRadar. "The objectivity and timeliness of this tool will prove a huge assist for game marketers, as they try to pitch the tone and choose the right media environments in an increasingly noisy marketplace," said Future US sales and marketing VP Rachelle Considine in a statement. OTX Gaming Insights director Nick Williams says the tool will help drill down into the more hardcore gaming set, hence the new name. "Our relationship with the market-leading global media publisher, Future US, builds a new level of depth in the GamePlan database while at the same time, increases access to a new ‘leading-edge’ younger gamer demographic," he said in a statement. Earlier this year, OTX was acquired by Paris-based global market research firm Ipsos, and is now branded Ipsos OTX MediaCT, U.S.