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Google eyes in-game ads acquisition

Search firm's advertising program to expand into online games

Google is currently in talks to buy in-game ads company Adscape, a company that specialises in technology that allows adverts to be placed in online videogames.

According to a report in The Wall Street Journal, a deal could be announced as early as this week.

"We are always considering new ways to extend Google's advertising program to benefit our users, advertisers and publishers," said a spokesperson for Google.

"In-game advertising offers one such possible extension among many others," said the company.

The deal would follow Microsoft's purchase last May of Massive Inc, a firm that has numerous gaming partners including 2K Sports, Codemasters, Eidos, Konami and NCsoft.

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Matt Martin avatar
Matt Martin: Matt Martin joined GamesIndustry in 2006 and was made editor of the site in 2008. With over ten years experience in journalism, he has written for multiple trade, consumer, contract and business-to-business publications in the games, retail and technology sectors.