Nielsen is planning to close down its SuperData gaming division, an obvious admission that unique hopes for the division didn’t work out as supposed.
The worldwide measurement and knowledge analytics firm accomplished its acquisition of the analysis agency previously referred to as SuperData Analysis in late 2018 and stated it will improve choices from its pre-existing Nielsen Gaming and Nielsen Esports merchandise. SuperData says it tracked the month-to-month spending of greater than 160 million online game gamers worldwide, and its shopper base may have included every little thing from leagues to groups and different entities within the house.
Nonetheless, Nielsen has begun informing purchasers and employees that it’ll now be closing the division, and the corporate confirmed this in an announcement to SBJ. It stated that it’ll re-direct its focus to having gaming companies added as a further characteristic for Nielsen Sports activities, which the Gaming and Esports merchandise stay part of.
“We’ve determined to wind down SuperData enterprise operations,” a Nielsen spokesperson informed SBJ. “Our focus going ahead shall be to ship games-related companies and insights as added options and capabilities to core Nielsen Sports activities services and products.”
It was unclear precisely how many individuals had been employed within the SuperData division and what number of of them would possibly stay on with Nielsen shifting ahead. The corporate additionally didn’t specify why it’s shuttering the division.
Nonetheless, esports business executives, when knowledgeable of the transfer, famous to SBJ on the whole that the gaming knowledge house is crowded and that, extra broadly, the esports business hasn’t scaled fairly as a lot as anticipated partly due to results from the coronavirus pandemic.
Different companies within the gaming analysis house embody Newzoo (which is owned by SBJ/TEO guardian firm Leaders Group) and Stream Hatchet.