Techniques of commensuration in the videogame industry

Abstract

This article considers the role of techniques of measurement and quantification, or ‘commensuration’, within the videogame industry. We argue that commensuration is performed as a discursive technique by institutional actors in the videogame industry to shape the form of, and ultimately derive value from, videogame markets – doing so by influencing collectively held perceptions concerning public policy and financial investment. This article draws on two case studies. First, the use of commensuration techniques by the Entertainment Software Association in lobbying the US government on behalf of large publishers, hardware manufacturers and videogame holding companies within the videogame industry. Second, the use of metrics and enumeration by videogame software companies in their financial reporting to craft narratives of user scale, engagement and ultimately value, particularly as it relates to articulating the value of their data-driven advertising services.