Q. Do you already have deals signed with game developers? A. We have been in discussions with many in the game development community and hope to partner with both large and small game publishing companies.

Q. Given the dramatic growth of the gaming market in recent years, how much advertising market share does Google hope to gain from this acquisition, both immediately and over time?
A. We don't release specific projections but we think there is great value in video game advertising. As more and more people spend time playing video games, we think we can create opportunities for advertisers to reach their target audiences while maintaining a high quality, engaging user experience. That said, we will test ways of successfully implementing this form of advertising and Adscape's technology will be instrumental in those tests.

It it too early to say how in-game ads will continue to be integrated into games for the future, but what it is interesting is that online games started taking a very important place recently so an integration with an AdSense like program seems to be very natural. But it's clear that Google is trying to position itself as "advertising lead" for both online and offline market. I'm sure we will hear more about this deal very soon.