Google gets into in-game advertising

News - Adscape purchase sees Google enter fray

Rumours of a Google-backed persistent world 'game' or 'community', perhaps similar in methodology to the PS3's Home, rumbled afresh today, with word that the search engine giant has acquired Adscape Media in a 23 million USD deal. The firm are behind technology which controls ads in games, and Google hope this new expertise will see them garner a vital foothold, linking game makers with advertisers.

With Google expanding their reach beyond traditional 'ad words' advertising, the company has been looking at other technological options and even off-line, with billboard advertising. The rapidly growing market for in-game advertising would seem like a logical step for the firm, helping reach stronger demographics and furthering their influence online.

Whether a Google MMO becomes a reality or not still remains very much to be seen, then, but what this Adscape deal does mean is that the firm now have a way of monetising videogames. Not that they would wish to do this to the detriment of gamers, they're quick to point out.

"As with all things we do, the user experience will come first," a representative told UK site Eurogamer.net today. "If done right, in-game advertising can add to the overall gaming experience by providing relevant, targeted advertising content."

"In fact, in many genres, in-game advertising can add to the realism of the game enhancing the overall user experience."