Market tracker Nielsen has snapped up New York based research firm SuperData.

No figure has been put on the deal, but the duo believe this union will give its clients a greater insight into the global games market.

SuperData will be rebranded 'SuperData, a Nielsen company' moving forwards.

“Video games have become a mainstream form of entertainment that engages and excites billions of people globally," SuperData CEO and co-founder Joost van Dreunen said.

"In Nielsen we found a shared vision of helping clients understand the changes taking place in consumer entertainment preferences."

SuperData COO and co-founder Janelle Benjamin added: “Gamers are the trailblazers for media consumption and have become more important than ever to the global entertainment landscape. SuperData and Nielsen’s combined capabilities will allow us to provide gold standard insights that are essential to the growth of the industry."

Nielsen Sports, Games and Esports global president Chris Morley commented: “We recognise the growing importance of the digital gaming ecosystem, and the combined strength and expertise of our businesses will deliver best-in-class solutions and services to games and esports clients around the world."