Google launches in-game ads

by Elizabeth Clifford-Marsh, revolutionmagazine.com 09-Oct-08, 09:59

LONDON - Google is finally making in roads into the in-game advertising sector with the beta launch of AdSense for Games.

The technology platform will allow brands to place relevant ads in web-based games, marking an extension of Google AdSense, which matches ads to the content of websites.

The in-game ads will take the form of videos that players watch before or after a game, or after completing an individual level.

Google is working with select game developers and publishers including Konami, Playfish, Zynga, Demand Media, games network Mochi Media, as well as advertisers such as Esurance, Sprint, and Sony Pictures.

"With this program, advertisers can now reach the growing number of gamers who are engaged in online play," Google said.

"For instance, in anticipation of a sporting event, an advertiser can use the technology of AdSense for Games to feature its logo within that sports event's accompanying online game and reach its relevant demographic as a result."

According to comScore, over 25 per cent of web users play online games every week, representing over 200 million global users.