Google has acquired video game advertising company Adscape as it looks to expand into in-game advertising.
The technology website Red Herring said in February that the value of any deal would be worth around $23 million.
Google said: “As more and more people spend time playing video games, we think we can create opportunities for advertisers to reach their target audiences while maintaining a high quality, engaging user experience.
“We think this rich environment is a perfect medium to deliver relevant, targeted advertising that ultimately benefits the user, the video game publisher and the advertiser.”
In January, Google purchased Adscape Media, whilst last year, Microsoft purchased Massive Inc. Both companies are in the top three in the worldwide in-game advertising market, along with IGA Worldwide.
The concern however, is that these companies tend not to use media agencies, and with major growth expected in this field agencies may have their work cut out trying to persuade them to do so.
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