Google Ads Probably Coming to Games

RedHerring is reporting that Google has Agreed to Buy Adscape Media.

Adscape brings their AdverPlay solution to the table which allows game developers to place dynamic ads inside game environments. Adscape also has a product for two-way text, audio and video communication via SMS Text or email called Real Virtual Gateway.

RedHerring thinks the deal doesn't amount to much, saying, "don't expect the Internet giant to announce big in-game ad deals with publishers like Electronic Arts anytime soon." But I think they got it all wrong.

Just as with AdSense and AdWords advertising, I think this deal is all about the long tail. There are thousands of small game developers and if ads can be placed in their games so they get a cut (like AdSense does with web sites) this market could get very interesting. These small game developers that mostly get their revenues using shareware business models (free demo but you have to pay to complete the game or keep using it) may do better changing their business models so they start giving away their complete games just for the adviews and clicks.

Forget about Electronic Arts. They could end up just like the old media newspapers that refused to change with consumer demands. If you talk to most gamers about EA, they're pretty fed up with the DRM and copy protection that treats them like criminals. All someone has to do is come along with just as attractive and playable games. There is no loyalty, especially to them!