Can Google do
branding in games?

Despite Google's aggressive moves into various media, many have doubts whether Google can apply its simplified, automated buying processes to in-game ads, reports AdAge.

Speculation flew when Google wanted to buy its way into in-game ad insertions by acquiring AdScape Media, which many consider a second-tier player due to its lack of game-publisher relationships. But Google has one other thing that would attract game publishers in droves: cash.

However, many reportedly believe that Google's automated, simple advertising will have to greatly evolve if it wants to gain the attention of gamers. Art Sindlinger, a VP at Starcom, says advertisers are looking for immersive in-game experiences rather than simple product placements - which eye-tracking studies reveal can be easily tuned out.

The skepticism that the industry has regarding Google has led others to construe that it has a different idea altogether: Perhaps Google is preparing an entrance into virtual worlds, something AdScape's technology specializes in.