Becoming a king in the field of online advertising is not adequate for Google; it wants to continously spread its reign over other forms of media. And now, Google has made its first foray into games through its new program called AdSense for Games. This means that in some of the video games that we play regularly, such as Dance Dance Revolution and Frogger, we will inevitably see Google’s advertisements as one of the sponsors of the game. In the beginning, Google’s AdSense for Games program has seen Google sign a contract with partners like PlayFish, Demand Media, Mochi Media and Konami. The placement of Google’s advertisements is in the form of Flash-based media.

So far the provider of the advertisements are Sprint, eSurance, and Sony Pictures Entertainment. However in the long run the list will become longer and endless, Google believes. This means that Google will be a challenger to the video games advertising existing participants such as Microsoft’s Massive, DoubleFusion and IGA. Yet it does not fear them at all, for it believes that it can render itself a unique competitor to those big names. The move, however, is not really surprising, given that Google has bought AdScape Media for $23 million in February 2007, and this will surely give Google the power it needed to compete in the gaming advertising industry.