Google buys the in-game ad startup, Adscape
In-game advertising insiders say that it will most likely will not do much for the search giant but, I highly doubt that. With this being a potential new advertising category, and with Microsoft already in the mix, there is serious potential for Google to open new doors and show smaller businesses the opportunities they could bring. With all current generation gaming machines having some form of internet connectivity, locally focused in-game advertising could find a whole a new level.
Google specializes in online, and if the ads are kept online in Adscapes dynamic advertisements for video games, all should do just fine. Don't expect and major deals to be worked out yet, as I'm sure Google has a lot of development to do on the project.