When entertainment, gaming and brand partnerships come together, traditional campaign metrics only tell part of the story.
IGN needed to understand how audiences responded to high-profile branded content across multiple international markets — not just whether people noticed it, but what resonated, how it affected perceptions and where the creative worked hardest.
The research needed to work consistently across countries while still capturing meaningful differences between audiences, cultures and markets.
It also had to move quickly, with findings presented in a way that was clear, commercially useful and easy for stakeholders to act on.
Skopos partnered with IGN to deliver multi-market campaign and creative effectiveness research across key international audiences.
We designed a consistent research approach that allowed performance to be compared across markets while still exploring the nuances behind the headline results.
Our work included:
Rather than stopping at topline scores, we focused on helping IGN understand why content was working, for whom and where the biggest opportunities sat.
The research gave IGN a clear view of how its branded entertainment performed across markets and audiences.
Stakeholders were able to see which elements of the campaign resonated most strongly, where market differences mattered and which findings could help shape future creative and partnership decisions.
By combining robust multi-market research with sharp, accessible reporting, Skopos helped turn campaign performance data into insight that could be shared, understood and acted on quickly.
The result was a research approach designed to match the pace and creativity of IGN’s work — helping teams understand not just whether a campaign performed, but what made it connect.
Tell us what you’re trying to work out, and we’ll help you figure out what evidence is actually needed.
