Google to Enter Game Advertising Market

The other day the official representatives of Google proved the fact that the Internet-giant is considering all the probable possibilities of a rapid appearance on the market of game advertising and rejected the rumor that it is going to happen by the end of the recent year.

At the moment Google is conducting a series of technology tests which might become the platform of the new advertising campaign.

Google is trying to keep its new advertising project a secret, nevertheless they say that the new platform will be released next month.

It should be mentioned that Google has been interested in the segment of game advertising for a long time. Back in February Google purchased the company Adscape for $23 mln. Adscape is a company specializing in placing commercials in online multiplayer games.

The major competitor of Adscape on the market is the company Massive purchased by Microsoft for $200 mln last year. Microsoft considered such a deal to be a great bargain because Massive collaborates with the leading game developing agencies such as UbiSoft, THQ and Take-Two. Adscape competes also with the companies-startups like Double Fusion and IGA Worldwide which also have agreement signed with all the biggest publishers. Sony and Nintendo are also trying to find its place on the market, in order to do it both the companies has created special branches.

A number of experts claim that the game advertising market is to become one of the fastest growing one in the near future. At the moment the most popular types of advertisement are banner and video ads on various game portals, and advertisements in the games made specially for the promotions of the brand. Moreover, the advertisers spend money to support various gaming contests. It is expected that by 2012 the game advertising expenses are likely to grow from $370 mln to $2 billion.

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