Google to provide ads inside games?

Wall Street Journal reports Google is looking to expand its advertising business. After search engine results, websites, newspapers and radio ads, the search engine giant is now looking to get ads inside computer games:

The Mountain View, Calif., company is in talks to acquire Adscape Media Inc., a closely held San Francisco company whose technology allows for the delivery of advertising over the Internet and placement within videogames, according to people familiar with the matter. They added that a deal could be reached as early as next week.

In 2006 Microsoft bought Massive, a company that delivers in-game ads, for close to $200 million.

Gamers generally oppose the idea of seeing ads in games, unless it could make games significantly cheaper.