Online Testing eXchange Launches Video GameTraxx

The Online Testing eXchange, a research and surveying firm, has announced its new game-focused survey service, Video GameTraxx, alongside brief results from its first survey. The GameTraxx service provides data on gamers' habits and desires, based on consumer polls that track awareness of products and advertising campaigns, as well as intent to purchase and respondent wishlists. Though it has a slightly different and broader focus, the GameTraxx service will compete with IGN Entertainment's Gamermetrics and CNET's GameSpot Trax, which gauge consumer interest in video games and other electronics through readership surveys and traffic monitoring of their affiliated sites. The first results released from the GameTraxx report are that consumers who either own or plan to buy an Xbox 360 are twice as likely to buy an HDTV to go with it, as well as their home audio system. (Curiously, they're also more likely to buy a new DVD player, despite the 360's utility in that regard.) "Gaming is increasingly becoming the new entertainment medium," said OTX executive vice president Bruce Friend. "We can now offer marketers and advertisers a 360 degree view of the consumer media and entertainment experience every week by providing insight into attitudes and interest in what's going to be or currently is available on the video game screen, in the theater and on the tube."