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Nielsen is closing SuperData

Nielsen is closing SuperData

Research firm Nielsen is closing down games specialist SuperData.

The news first emerged from employees on LinkedIn, including the company's head of research and strategy for games and XR, Stephanie Llamas, who posted on the platform saying that Nielsen was shutting down SuperData as of last week.

"As of this week Nielsen is shutting SuperData's doors for good," she wrote.

"My last eight years have truly been a gift and I will forever be honored to have worked with such incredible colleagues. It's hard to let go of something I helped build but I'm excited to see what my next opportunities bring. In the meantime, I'm looking forward to spending quality time with my new son and feel grateful I'll be able to! All in all this is a bittersweet time, but also one of excitement for what's ahead."

Head of tech and innovation Albert Ngo added: "I am amazed by the products we've brought to market and the trials we've overcome over the last decade. SuperData pioneered thought leadership throughout the games research market like no other and our voice in the industry will be missed."

In a statement to Sport Business Journal, Nielsen said that it was going to be rolling games-specific content into its Sports products. It's not clear whether this is simply a rebranding exercise or if SuperData employees are being laid off. 

Nielsen bought SuperData back in September 2018.

PCGamesInsider Contributing Editor

Alex Calvin is a freelance journalist who writes about the business of games. He started out at UK trade paper MCV in 2013 and left as deputy editor over three years later. In June 2017, he joined Steel Media as the editor for new site In October 2019 he left this full-time position at the company but still contributes to the site on a daily basis. He has also written for, VGC, Games London, The Observer/Guardian and Esquire UK.