Google launches in-game ads

Google is finally making progress 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, in 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.

The program will allow advertisers to reach the growing number of gamers who are engaged in online play, for instance, in anticipation of a sporting event, an advertiser could use the technology 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