NPD Acquires Video Games Research Provider EEDAR

npd-group copyThe NPD Group signed an agreement to acquire EEDAR, a specialist market research and data analysis firm for the video games industry. The two companies will give clients access to a full suite of services covering data, insights, and analytics.

NPD began tracking video games in 1988, and introduced the first tracking service for SKU-level sales data on digital times.

EEDAR’s proprietary database of video game product metadata spans over 200 million facts and 150,000 titles across console, PC, mobile, and online/social titles. Its GamePulse analytics platform is an analytics portal that incorporates multiple information sources for contextual insights into industry trends and product performance and marketing strategies.

The companies have a history of collaboration, most recently on NPD’s new Digital Tracking Service, which is included in GamePulse. NPD has made its Retail Tracking Service available through GamePulse since 2011. Current product offerings are expected to remain intact, with collaboration on new products to continue. EEDAR will remain based in Carlsbad, Calif.

Closing is anticipated in early October, after which EEDAR will operate as EEDAR, an NPD Group Company.

About the author

Maddie Michalik

Maddie Michalik

Maddie Michalik was the Editor-in-Chief of The Toy Book from 2020-2022. She was also a Senior Editor at The Toy Insider and The Pop Insider.

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