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Google 'ready to buy Adscape'
Internet search giant Google is planning to buy advertising firm Adscape Media, the technology website Red Herring claims.The deal will reportedly be worth $23 million (£11.7 million) and would involve Google incorporating the video game advertising firm into its rapidly expanding fold.
Adscape focuses on providing adverts that fit into computer games, a potentially lucrative market for any search and display advertising firm, particularly given the recent growth in gamers playing online against each other.
"My take on this probable deal is that it doesn't make a lot of difference to Google, but it does provide significant credibility to the game marketing space," Forrester Research analyst Shar VanBoskirk told Reuters.
"Google's challenge will be to show that games work for advertisers outside of the 'obvious' fits like those in the media and entertainment space."
Microsoft has also expressed an interest in exploring this area of advertising in the past. According to Reuters, Nintendo and Sony have both remained quiet as to whether they will deploy in-game advertising in their consoles.
Online Advertising news posted on 19 February 2007
