Leading new media research firm Interpret has released a study that shows judging the value of a game solely by sales figures severely sells said game short. At a time when in-game advertising is spreading like wild fire, reporting the actual reach of a game is key in determining the value of the title. Interpret demonstrates with findings from their latest Gameasure report.For instance, the NPD reported Call of Duty having sold 2 million copies in the states as of early February. Once you take into account people playing with friends, rentals, lending, and used sales, the game has been played by over 9 million gamers - over four times the original figure. Imagine the kind of difference that number would make to a potential advertiser.

On top of basic reach, Gameasure also claims to be the first accurate way of measuring specific demographic reach, offering Guitar Hero II data as an example. A tool that can tell a company that 30% of GHII players were females between the ages of 12 and 34 is going to be an amazing tool for publishers looking for ad revenue.

The report really drives home the importance of games to advertisers, which worries me. It isn’t so bad right now, but how long before we find ourselves fighting off dragons with the Mystically Fresh Blade of Snuggles Fabric Softener?