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
80,259 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

Acer Aspire R11 review: Hands-on with the 360 laptop and tablet convertible

IDG UK Sites

Apple Watch release day: Twitter reacts

IDG UK Sites

See how Framestore created a shape-shifting, oil and metal based creature for Shell

IDG UK Sites

Apple Watch buying guide, price list & where to buy today: Which Apple Watch model, size, material,?......