Is Google Looking to Conquer the Gaming Market?

By Nick Breckon, Sep 09, 2008 8:00pm PDT Google's recent expansion in non-traditional fields has Forbes wondering whether the search giant may be looking into a piece of the gaming market.

Forbes' Chris Morris speculates that Google Lively, the company's web-based virtual chat room, and the acquisition of in-game advertising firm Adscape may amount to early warning signs of a major play in the industry.

With Google's massive bank, Morris notes that the company could easily acquire several casual or serious game developers, using their games to sell Google-served advertisements.

"Given all the employees they have and the company's policy of encouraging side projects, I would be very surprised if there wasn't somebody in Google who's not approaching [gaming] as an opportunity," added Lazard Capital Markets analyst Colin Sebastian.

"Of course, there are a number of hurdles that have to be cleared before it reaches the outside world."

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9 Threads | 15 Comments
  • Given that the former director of the Games Developers Conference Jamil Moledina just trashed in-game advertising, saying that it only had a spot in casual gaming, I'd doubt it very much if Google could pull off a miracle like Morris' states: "The company could just as easily acquire a top- or mid-tier developer and court the hardcore PC gamer. This group, typically males under 35, tends to resist in-game advertising, but might be more willing to put up with it in exchange for a free AAA game. "

    But then again...I could be completely wrong. What's your opinion?