Merscom to Bolster Competitive Analytics
Posted by: Aaron Lockard on June 12, 2007 12:30:50 PM (77 Reads)

Strategic relationship with GameFrog, Inc. to provide unique data

Merscom announced today it is forging a strategic relationship with GameFrog, Inc. to understand better the retail behavior of casual gamers as well as expand the type of games available at GameFrog. The relationship will make six of Merscom's most popular casual games available at GameFrog's game centers in North Carolina and Texas. Merscom will use the data collected to determine the casual games most appropriate for a retail release, the best positioning for the games and the most effective packaging. GameFrog customers will enjoy access to an even broader array of games, as Merscom's casual games appeal to the mass market as well as the traditional gamer.

GameFrog will help Merscom collect consumer behavior data that will then be integrated with other data Merscom gathers from panels, focus groups and beta testers. The relationship with GameFrog will provide data that shows actual consumer choices in a retail environment. Merscom is currently developing a technology platform that allows it to collect and analyze data from testers, panels and end-users at all stages of the development cycle. This technology platform will generate data based on consumer interaction with Merscom games. With the help of leading consumer behavior experts at MIT, Duke University and Vanderbilt University, the data will be analyzed to improve consumer enjoyment and playing time, sales of Merscom games and in-game advertising revenue.

'"As one of the few game companies, let alone entertainment companies, that competes on analytics, Merscom's relationship with GameFrog will give us data and insights into our customers' buying behavior that no other casual game company can match," said Lloyd Melnick, Chief Customer Officer for Merscom. '"This data will help us focus our retail strategy so our customers can get the games they want at their favorite store."

"We're looking forward to providing real world information in a true gaming environment to this valued partner," said Randall Diers, President/CEO of GameFrog, Inc. "We will provide a fresh alternative to gathering important data which will deliver new insights about Merscom's customers."

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