Nielsen to monitor video games

Nielsen Media Research is set to launch new technology that will give advertisers and video game makers a better idea how successful ads in video games are.

Nielsen said it was ready to launch GamePlay Metrics, a system it hopes will make it easier for advertisers to know how much to pay for ads in video games, Reuters reported. Up to now it has basically been a guessing game for charging advertisers for space in a video game.

The new technology will also chart video game players' habits when they watch television or use the internet, according to Reuters.

Forecasters expect ad revenue from video games to reach $1-3 billion by the year 2010, according to Reuters.

"The value of an entertainment medium is directly proportional to how well it is measured," Jeff Herrmann, vice president of Nielsen's newly created wireless and interactive division, said in a statement and reported by Reuters. "A reliable and accurate standard of measurement for video gaming will drive advertising investment in this medium."

Examples of ads in video games include Jeep in Tony Hawk Pro Skater 2 or Old Spice Deodorant in NCAA College Football '07.