14 DAY TRIAL // Google is entering the videogaming advertising market by launching a program called AdSense for Games which is supposed to deliver ads to PC based videogames. The program is now in open beta stage and all feedback from users is more than welcome by the company.
The initial target for AdSense for Games is made up of web games which are created using Flash, but as the technology matures and as Google gains experience in running the program, we could also see AdSense popping up in mobile titles that are based on Android, in some downloadable games and releases which run entirely in an Internet browser, like Battlefiled Heroes or the InstantAction titles.
eSurance, Sprint, and Sony Pictures Entertainment are amongst the advertisers that have already signed up to use the new service offered by Google. Ad network operators Demand Media, Boonty and Mochi Media have also signed up to become Google partners in providing AdSense for Games ads. Expect most of the companies which publish casual games to also become interested in what Google can offer.
Jonathan Epstein, who is the Chief Executive Officer of Double Fusion, one of the companies working with in game advertisements, said that Google’s move is “further proof that in-game advertising is becoming the mainstream multi-million dollar ad medium the industry has been predicting for some time”.
At the moment, Microsoft is using its own advertising division to integrate ads for various brands on the Xbox 360 while IGA and Double Fusion are trying to get the rights to advertise on the PlayStation 3. Until now, the Nintendo Wii has not been targeted by any deal regarding ads. Google's move into this market will probably lead to some changes as the company, which draws most of its revenue from search and ad-related activities, will be more aggressive to gain market share from other companies.