A new measurement system will allow brands, advertising agencies and game publishers to rate the value of in-game ad venues.

Interpret has launched a new videogame measurement system, Gameasure, which the company says provides title, demographics, reach, frequency, duration and depth-of-engagement metrics, writes MediaBuyerPlanner. Interpret has signed a deal to provide the measurements to IGA Worldwide's in-game ad network.

Interpret says Gameasure is compliant with the Media Rating Council (MRC) minimum standards compliance. The system is fed data from thousands of male and female gamers ages 13 and older who play games at least one hour per week. The gamers range from PC console users to casual online card players.

"Until now, advertisers have had no way of understanding the value of in-game advertising," said Michael Dowling, CEO of Interpret LLC. "With an ever expanding audience at all age levels for video games, and fractured media habits, delivering an accurate and credible measure of ads in games is critical to the growth of the industry and crucial for advertisers."

Nielsen Media Research has been vocal about its plans to measure videogame usage on a regular basis, MediaWeek reports. Prior to launching Interpret earlier this year, Dowling was the general manager of Nielsen Interactive Entertainment.