Google aims to advertise in the game?

According to a source of technology magazine Red Herring posted last weekend, Google agreed to buy an advertising agency through Adscape Media game media for a transfer price of $ 23 million. However, a Google spokesperson declined to comment on the deal and said the company's policy was not to be held responsible for any "rumors or speculation".

Game industry analysts estimate that if the deal is successful, it could bring new vitality to the in-game advertising market.

Online games are becoming an area of ​​interest to the advertising industry giants

Adscape is a competitor of start-up advertising companies such as Double Fusion and IGA Worldwide, and has signed a deal with many reputable publishers. The company also has a competitor of Microsoft Corporation, Massive Game Advertising Service Company. This unit spent $ 200 million in 2006 to place advertising content in the Xbox 360 online game. This collaboration is considered to be of great significance, creating credibility for the next activity. Marketing in the virtual space of video games.

Earlier, Adscape spokesman said the company had an aggressive strategy to sign advertising contracts with game publishers. To profit from the technique of placing the company's dynamic billboards into video games.

Adscape funded by HIG Ventures Investment Fund in Atlanta (USA) is seeking to maintain its victory with a contract with Google, because Google has built a multi-billion dollar advertising market through services. Search web and an experienced advertising sales staff.

As a king of advertising through the method of providing web search results, but that does not guarantee Google success in the advertising market in the game. "Anything they get from the web search experience is not applicable to game advertising, it's a function," said Michael Cai, director of the Parks Associates broadband game center. dynamics are different ". Google's advertising experience can be a better fit for game genre makers that focus on quick, random basic skills like "Solitaire," "Bejeweled" or "Diner Dash" rather than Online action game worth 30 billion USD / year of the game industry.

Other large-scale game makers, including Electronic Arts and Activision, are also eyeing in-game advertising.

Statistics of Parks Associates on the profit of video game advertising in 2005 was $ 80 million and forecast that number will have a growth rate of $ 605 million. Currently, there is more useful space for advertising for venture capitalists to advertise on new game genres. However, there is still a bit of caution among them to try to increase the functionality of the game as a means of advertising. Analysts have said that the presence of Microsoft and Google in this market will help convince market researchers to overcome the hesitation to realize that video advertising services are a lip. promising school.

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