Google and Microsoft are once again locked in an aggressive battle to seize control of the fledgling computer game advertising market. Both the companies have recently bought companies that involved in porting advertising to the increasingly lucrative platform. Both the companies are race to expand their reach among younger males who now spend more time on computers than television.
Recently, Technology research and consulting firm Yankee Group has projected that the in-game advertising market is expected to grow to five times its current value or $732 million by 2010. Google has announced last week that its latest acquisition of San Francisco-based Adscape Media will give a significant push into in-game advertising. Google has made this acquisition to counter-balance Microsoft.
Microsoft had last year made its intention to capture online game market with the acquisition in-game ad company, Massive, for $US200 million. Google has refrained to reveal the financial arrangements of the deal. However, experts have projected the deal around $23 million.
