Google acquiring Adscape Media

Google acquiring Adscape Media

Search engine giant Google has been rumored to be acquiring in-game advertising company Adscape Media.

The deal is worth around USD 23 million and has been revealed by technology site Red Herring.

Google is yet to confirm this report in the media. Videogame market experts say that Google’s entry in videogame advertising market could give a boost to the nascent in-game advertising market.

Adscape has rivals in the market including players like Double Fusion and IGA Worldwide.

Microsoft is also a potential rival as they had last year acquired in-game ad company Massive Inc. for a massive USD 200 million.

Forrester Research Inc. analyst Shar VanBoskirk spoke on this deal: “My take on this probable deal is that it doesn’t make a lot of difference to Google … but it does provide significant credibility to the game marketing space.”

Michael Cai, director of broadband and gaming at Parks Associates added: “Whatever they have in terms of search expertise may not apply to video game advertising … It’s a different dynamic.”

VanBoskirk had more: “Google’s challenge will be to show that games work for advertisers outside of the ‘obvious’ fits like those in the media and entertainment space.”