Gaming technology company Vindex has announced a partnership with the Interactive Advertising Bureau (IAB) and launched the Vindex Intelligence Platform.
The platform is designed to equip stakeholders with measurement, growth and engagement solutions by leveraging Vindex’s data collection capabilities across game content ecosystems.
Vindex’s platform looks to identify audiences with ‘open and transparent’ metrics. Moreover, the Vindex Intelligence Platform will facilitate the measurement of media value and campaign performance among ad buyers and sellers.
The technology measures factors such as audience engagement and media consumption habits, as well as player activity trends across live-streaming platforms, esports events, and VOD content.
The announcement states that the platform is available for advertisers, broadcasters, creators and publishers.
Mike Sepso, CEO and Co-founder, Vindex, commented: “The Vindex Intelligence Platform is a major step toward overcoming a key hurdle of decentralised data and measurement in the game content ecosystem.
“The platform provides brands and agencies with a better understanding of the gaming audience and gives advertisers the confidence to navigate this continually evolving space. In partnership with the IAB, we’ll have a unique opportunity to bring game publishers, esports teams, and the larger creator economy together with advertisers.”
According to the release, the partnership will look to unlock media and sponsorship opportunities within gaming, esports, and live streaming for brands and advertisers. As such, Vindex and the IAB will also collaborate to ‘improve transparency and reduce friction’ during the ad buying process within gaming and esports, the release says.
This will be delivered through workshops with brands, marketers, and video game publishers during the IAB Brand Academy, a series of classes created for brand marketers and agency executives. The academy sessions are expected to commence in June.
The Vindex Intelligence Platform has reportedly already been utilised by Vindex subsidiaries Esports Engine and Belong Gaming Arenas. The platform was developed by a team of data scientists and engineers from companies including Disney, Nielsen, YouGov, FanDuel and Uber.
Zoë Soon, VP Experience Center, IAB, added: “While the gaming consumer continues to be one of the most valuable for brands and advertisers to target, the omnichannel nature and lack of data make this group difficult to reach.
“IAB applauds industry leaders like Vindex who are developing data solutions and insights to help demystify the games content ecosystem.”
Esports Insider says: Esports data is vital across all facets of the sector, including commercialisation. The Vindex Intelligence Platform looks to brands and agencies with greater metrics to understand the gaming audience, which should in turn lead to more successful activations and also provide useful data as to whether a company should divulge into the esports and gaming scene.