Google Acquires Video Game Ad Firm Adscape

Google wants to expand its promotional juggernaut into in-game advertisements, snapping up in-game ad company Adscape in a deal worth a reported $23 million.

It’s no secret that Internet titan Google makes most of its money from advertising; now, the company wants to expand its promotional empire via the acquisition of in-game advertising firm Adscape Media. Precise terms of the deal have not been disclosed, but media reports in Red Herring and elsewhere put the value of the deal near $23 million.

Google’s move into in-game advertising is hardly surprising: the video game market is booming, and advertisers are itching to get their brands and messages into games as demographically desirable consumers spend more time making twitchy pixels dance on their television rather than watching standard television fare. As Google says in its FAQ about the acquisition: “As more and more people spend time playing video games, we think we can create opportunities for advertisers to reach their target audiences while maintaining a high quality, engaging user experience.”

The move also helps Google lock horns with Redmond software giant Microsoft, which in mid-2006 shelled out some $200 million to acquire in-game ad company Massive.