Nielsen plans to close its SuperData gaming division

The analytical company Nielsen decided to close SuperData. He does not talk about the reasons, but hints that the gaming data market is full.

This was reported by The Esport Observer yesterday, March 31. According to the publication, Nielsen informed customers and employees of the division about its imminent closure. The company also confirmed its plans in a comment for Sports Business Journal.

At the same time, the company does not intend to abandon game analytics. However, in the future it will become one of the additional functions of the Nielsen Sports service, which tracks data on the global sports audience (for example, counts how many people watch football and the Olympic Games).

“We decided to wind down SuperData’s business operations. In the future, we will focus on providing gaming information within the additional capabilities of the main package of Nielsen Sports products and services,” a Nielsen representative said in a comment to Sports Business Journal.

It is unknown how many people work at SuperData, and also how many of them will remain at Nielsen. It is also unclear why the decision was made to close one of the few services that monitor the situation with game sales in the world on a monthly basis.

However, a Nielsen representative noted that the game data market is crowded. Plus, the esports industry is not growing at the pace Nielsen expected.

SuperData was founded in 2009. 9 years later, in 2018, it was acquired by Nielsen. The amount of the transaction was not announced. It was planned that after the takeover, SuperData would pay more attention to the analysis of the esports market.

At the time of closure, according to SuperData itself, it tracked the monthly spending of 160 million players worldwide.