Getting Gamers What They’ll Love: iQU at the Forefront of Gamerdata

August 22, 2012

1:00 pm

There are hundreds of data analytics firms that gather information on various industries and consumer behavior, but very few solely focus on the world of video games. That’s where iQU comes in.

With behavioral information on 200+ million player profiles and 100+ million tracking points, iQU truly has their finger on the pulse of the gaming industry. In fact, they recently launched their first US office in LA and appointed technology icon and lifelong gamer Jeannette Weinstein as the new CEO of US operations.

“Gamers are at the heart of everything we do. We get specific behaviors that are associated with how they play, where they play and what games they would be likely to play,” explains Weinsten. “The people who started this business are gamers themselves, so they know what works. We’re gamers producing efficiencies for gamers.”

One of their secret weapons lies in their marketing platform, GameriQU™, an intelligence tool “that maps and analyzes gamer behavior whenever it happens –across the Internet, social media platforms and mobile devices anywhere around the world.” Such valuable insights means advertisers and website publishers can know where, how and why games are played on devices such as traditional gaming consoles, PCs, mobile devices and tablets to optimize their marketing dollars. For gamers, they can effectively be introduced to the games they’ll love to play.

Companies like Kabam, EA Games and Bigpoint are able to leverage iQU’s data in order  to keep up with the latest trends within the gaming world. With advances in mobile devices, tablets, and cloud games, “it’s not just about squishing them down to a smaller screen,” says Weinstein. Developers are trying to build features and functionality to adapt to user profiles for each device.

Additionally, “Within the past 4-5 years, an entirely new market has emerged: female gamers. With this in mind, we have to adjust and deliver data and insights to follow trends and changes such as these,” shares Weinstein.  Developers now have to keep in mind the “sophistication that comes with the demographic of games in order to keep the audience engaged.”

Video games represent a unique commodity. We invest hours in them, where the only prize is a sense of satisfaction and completion. “We’re not in the best economy of our lives and as a result, if you look at video games for the hours of enjoyment derived from the purchase, it’s more for your money than spending on things like the movies” Weinstein explains. Sure, the coins we collect and the points we amass have no real value but this industry bases itself firmly on economic reality, and iQU is helping to drive that.

Check out iQU’s infographic below explaining their take on the state of the game industry along with major emerging industry trends. To learn more about iQU, visit their site here.


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Stephanie is Lead Designer and co-founder of Landmark, a navigation app for walking directions based on photos of buildings and landmarks. Stephanie was a guest at Y Combinator’s prestigious Female Founders Conference and was profiled in The Washington Post. Actively involved in the DC community, she is a co-producer of the DC Tech Meetup and is actively involved in encouraging technology education and mentorship for women. Follow her on Twitter @nguyenist.

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