Google acquires videogame ad firm Adscape for $23m

Google has acquired in-game advertising company Adscape Media along with online data specialists Trendalyzer.

Financial details have not been released but technology site Red Herring reported in February that the value of the expected deal was estimated to be $23m (£11.8m).

The acquisition could eventually allow advertisers that buy online ads through Google's system to also buy ads appearing within videogames.

Advertising within videogames -- such as placing a virtual billboard on a racetrack -- is currently a small business. But games analysts believe it could become lucrative and Google's entrance into this field of advertising might give it a real boost.

San Francisco-based Adscape competes with advertising start-ups Double Fusion and IGA Worldwide, which have already signed deals with major publishers.

It also has a rival in Microsoft, which last year paid $200m for in-game ad company Massive Inc, lured by Massive's agreements to place ads in online games from UbiSoft Entertainment, THQ and Take-Two Interactive Software.

Google separately said on Friday it acquired Trendalyzer software, used to generate interactive graphics from data, from Stockholm-based Gapminder Foundation for an undisclosed sum.

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