We use cookies to provide you with a better experience. If you continue to use this site, we'll assume you're happy with this. Alternatively, click here to find out how to manage these cookies

hide cookie message
80,258 News Articles

Google to explore in-game advertising

Search giant buys Adscape Media for $23m

Google has agreed to buy Adscape Media, a developer of in-game advertising, for $23m.

Adscape's technology could help Google place advertisements on virtual billboards in popular online games. The company claims that gamers "consider real-world ads in games as an enhancement to the realism of game play".

Adscape’s website says that it’s been accepted that "video games is a legitimate and growing advertising vehicle", particularly as gamers are receptive to advertising while playing games due to its "engaging" and "interactive" environment.

The companies were rumoured to be in discussions last month. Although the deal has been signed, it is not completely closed and the executive team will remain together until the end of March.

Microsoft also entered the game advertising market when it acquired in-game ad provider, Massive, for between $200m and $400m last year.


IDG UK Sites

Samsung Galaxy S6 release date, features and specs rumours: When will the Galaxy S6 come out?

IDG UK Sites

Why people aren't upgrading to iOS 8: new features are for power users, not the average Joe

IDG UK Sites

Free rocket & space sounds: NASA launches archive of interstellar audio on SoundCloud

IDG UK Sites

iPad Air 2 review: Insanely fast and alarmingly thin. Speed tests, camera tests, beautiful...