Google has moved into “in-game ad market, with the acquisition of Adscape for USD 23 million as per the report in E-Consultancy.
Adscape Media, based in San Francisco, Calif., was funded by H.I.G. Ventures. Adscape Media is an in-game advertising company that helps advertisers create a more compelling connection with the rapidly growing gaming audience through in-game ads and interactive community experiences outside the game. The company’s proprietary technology enables the placement of static as well as dynamic advertising in interactive entertainment on PC, console and cellular platforms. In addition, Adscape’s AdverPlay technology provides advertising metrics and community building capabilities that enable publishers to monetize their IP in numerous ways.
Google was earlier reported to be in talk with Adscape Media as per reports in The Street.
The video game sector is considered to be a hot sector as Google main rival Microsoft made a move in this market by acquiring a in-game ad company Massive for USD 200 million.
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