US market research firm Nielsen has launched its new Nielsen Games IP Evaluator service, currently exclusive to China.

Its aim is to facilitate mobile game developers and publishers to evaluate the potential return on their IP, by utilising data from TalkingData's database of 650-million monthly active Chinese mobile device users.

Forewarned is forearmed

With the potential audience identified, development can then be optimised by analysing consumer demographics and user behaviour.

It also offers a clear profile of your audience's preferences, from game genre to artwork. Insights into preferred discovery channels also allow publishers to be more targeted with their marketing spend, thus maximising its impact.

“Although 40 - 50% of all new mobile games involve an IP acquisition and the percentage continues to grow, most mobile game developers enter into IP partnerships based on their past experience with no support of forward looking quantitative analysis,” said Steven Li, VP of Nielsen Entertainment China.

“The Nielsen Games IP Evaluator offers developers insightful consumer research to fully understand IP potential and the right form for mobile games.”