Under this agreement, Capcom will use Rentrak's Ad Monitor for video games circular ad tracking services to better manage its North American video game business.

Rentrak's Ad Monitor for video games is an interactive database useful for advertising circulars images for the US and Canada from major retailers featuring new release and catalog video games with pricing and full-color advertising circular images.

The data can be searched by the video game title, platform (console, handheld and PC), promotion, country, price, impression, game publisher, release date, genre, ESRB Rating, retailer and release pattern.

The Ad Monitor database provides users with analytics along with the most granular automated brand space tracking available. It delivers full-color ad reports of video game titles from leading retailers every Monday.

There is also another version of Ad Monitor available to subscribers that tracks the weekly retail ads, promotions and pricing for DVD and Blu-ray discs for the US and Canada, said Rentrak.

David Paiko, vice president of home entertainment at Rentrak, said: “We are pleased to add Capcom to our growing list of game publishers which utilize Ad Monitor for Video Games as their comprehensive source for retail video game ads, promotions and pricing that provides timely, accurate and actionable information for the video game industry.”

In May 2011, Rentrak has signed a contract with The Richards Group to use Rentrak's StationView Essentials set-top box database measurement service as one of its resources for local TV planning and buying across the Dallas and Waco markets.

Will the deal benefit both the firms?

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