AdScape, by Google: The game is on…

The acquisition of an in-game ad provider, called AdScape, by Google has been much talked about. Assimilation of AdScape was described as a definite sign of the firm’s changing mission statement from ‘organising the world’s information’ to ‘cramming as many advertisements into the world as possible.’

Rumours have been doing the rounds that the firm would be put into action soon. If the market buzz is to be believed, the time is now. Google states that ‘AdSense for Games’ is now available, so web-based games will now be invited to integrate image, text and video advertisements in new ways.

They apparently have been working with select game developers and publishers, such as Playfish, Zynga, Konami, Mochi Media and Demand Media so far, hitting many of the recognisable game networks - social and casual. The real question is: what novel facet will this bring that plain old AdSense does not already have?

If you look at both casual and flash online games, most of the monetisation takes place through ‘side bars’ - away from where most are actually paying their attention. Couple this with the fact that when you are playing a game, the last thing you wish to do is check out that limited time offer, and it is no wonder that gaming websites have low ad conversion rates.

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