Along the lines of Microsoft’s Massive and IGA, Google has stepped into the market of in-game advertising. The in-game ads will be sold via Google’s AdSense team and will initially target web games only, reports Brand Republic.
AdSense for Games, which is currently in beta and open only to publishers with 80% or more traffic from the UK or the US, will allow video, image or text ads to be displayed at any point in online games.
The news come on the back of the release of Comscore research which shows that more than 25% of internet users play online games per week, amounting to over 200m users worldwide.
Google's AdWords team will sell ad placements to top brand advertisers and games manufacturers will be able to see contextually targeted text and image ads based on content and demographic information. The first big name brands said to be taking part in AdSense for Games include eSurance, Sprint and Sony Pictures Entertainment.
- Sam
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