Google is currently in talks to buy in-game ads company Adscape, a company that specialises in technology that allows adverts to be placed in online videogames.

According to a report in The Wall Street Journal, a deal could be announced as early as this week.

"We are always considering new ways to extend Google's advertising program to benefit our users, advertisers and publishers," said a spokesperson for Google.

The deal would follow Microsoft's purchase last May of Massive Inc, a firm that has numerous gaming partners including 2K Sports, Codemasters, Eidos, Konami and NCsoft.

Source: GamesIndustry.biz

Related Links: Google, Massive Incorporated