Microsoft's purchase of Massive, an in-game advertising company, and some executive-swapping, enabled it to beat Google and other competitors for the EA contract.
In March Google acquired the in-game advertising technology firm Adscape Media. Though some have their doubts, advertising within video games is seen as an effective way to reach the coveted demographic of men 18-34. According to Google:
Continuing it’s efforts toward exerting advertising dominance within the Web 2.0 sphere, Google has announced the acquisition of Adscape, a small San Francisco based advertising firm that specializes in developing integrated in-game advertising for an assortment of clients.
Google has agreed to acquire Adscape, a company that puts ads inside of video games, for $23 million. Google had missed out on Massive, a company Microsoft picked up for $200-400 million about a year ago, and is going to have to settle for the much smaller Adscape, which it will have to build into a bigger player. Judging by Google's great success with dMarc, I'd assume nothing at this point.
Red Herring is reporting Google has acquired video game advertising firm, Adscape Media for $23 million. It's unclear at this stage whether this is a just a move to buy a "few potentially interesting patents" or Google's entry into in-game advertising.
A long rumored deal has finally been hashed out between Google and in-game advertising technology firm Adscape Media, with Google giving up $23 million for the company.
Google has digital initiatives rumored for a couple of areas. In-game advertising delivered through a potential acquisition of Adscape Media may place Google ads in online games, while the search advertising company's initiative to bring e-books to the masses could find allies among the biggest global publishers.
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