Google, which bought AdScape Media for $23 million in February 2007, will mostly place its ads in a variety of casual and online games, but will also work with mainstream titles like Konami's Dance Dance Revolution.
Although Google faces stiff competition from current games advertising agencies, its massive roster of advertisers, willing to move into the games space is an obvious advantage. The company is likely to champion smaller advertisers who have thus far been excluded from games although, how it manages the click-through nature of many such advertisers remains to be seen.