| 68.1
million individuals used a video game console in June, playing an average of 7.5
days during the month. On the days they played, Xbox 360 users logged an average
of 2.2 sessions, with an average session length of 61 minutes. In contrast, PlayStation
3 users' logged an average of 1.9 sessions, with an average session length of
83 minutes, on the days they played. Nielsen
Games and Nielsen Wireless VP Jeff Herrmann says, "With Nielsen GamePlay
Metrics, we have significantly advanced the understanding of how video game consoles
are used and which games are actually being played.
"This is the first glimpse of metered in-home video game player data, providing
game publishers, console manufacturers, advertisers and competing entertainment
media with the most accurate, objective, and quantifiable metric available. We
believe this will change the discussions surrounding which games get developed
for what consoles and how publishers represent their actual audience to advertisers." Nielsen
GamePlay Metrics provides electronic ratings and proprietary survey data to show
who is playing games, on which systems, at what times and, when integrated with
other Nielsen data, illustrates which other media platforms are also engaging
gamers and which consumer goods they're likely to buy. Ultimately, GamePlay Metrics
will establish a metric that can be used for buying and selling dynamic and static
advertisements in PC and console video games. | 
