Knowing as much as you can about your audience results in developing products and services that will appeal in a more direct way to them.

comScore announced an audience targeting tool for gaming publishers and developers which aids in this consumer discovery process. The service, dubbed GamePlan, will combine comScore's consumer digital behavior with a comprehensive longitudinal measurement of consumer attitudes, behaviors and lifestyle attributes.

Game publishers and developers can use GamePlan to quantify, validate and improve their digital gaming strategies, including the ability to efficiently allocate advertising and marketing expenditure, enhance an understanding of one’s target audience, and retool games on the fly to increase their appeal to the right audiences.

“Success in the gaming industry depends greatly on how well you understand your audience and your ability to demonstrate the value of that audience to advertisers,” said Edward Hunter, comScore director of gaming solutions. “comScore GamePlan is the critical digital intelligence tool that gives gaming publishers and developers a detailed view of their audiences across a multitude of attitudinal, behavioral and lifestyle attributes, enabling them to optimize their offerings and better communicate their value proposition to potential advertising partners.”

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