Videogame companies and other industry watchers now have a new tracking tool.

OTX, a research firm that also tracks the international movie industry, introduced this week GamePlan Insights, a subscription-based analytics tool that combines data from game rental firm GameFly and AERS' eBay data (AERS is the exclusive tracker of eBay data). This data is used in tandem with OTX's weekly gamer tracker.

Perhaps the most unique part of GamePlan is that OTX will use all of this data to track a game throughout its entire lifecycle, from marketplace reaction to the launch of a new game, to the effectiveness of public relations, in-store arrival, sales velocity and rental and resale data.

OTX said that it began compiling data on over 25K gamers across more than 600 games for its GamePlan Consumer Tracker in October 2008. That pool is growing by over 1,000 gamers per week.

An OTX press statement explained:

"Results from the tracker are integrated into the GamePlan web portal to deliver unprecedented access to transactional industry data combined with consumer-driven insights. Subscribers can also tap-in to the ongoing study with their own proprietary survey questions, providing a cost effective alternative to pricey ad hoc studies."
 More information on GamePlan Insights can be found at www.gameplaninsights.com.