"User experience will come first"

Google has told Eurogamer that in-game advertising could add another layer of realism to many games, by providing relevant, targeted advertising content - such as characters drinking from real Coke cans, entering real retail outlets, or seeing real posters and billboards in their virtual worlds.

"As with all things we do, the user experience will come first," a spokesperson for Google told us. "If done right, in-game advertising can add to the overall gaming experience by providing relevant, targeted advertising content."

"In fact, in many genres, in-game advertising can add to the realism of the game enhancing the overall user experience."

The Internet giant was speaking in the aftermath of its acquisition of in-game advertising firm Adscape Media - for a rumoured US$ 23 million (EUR 17.5m). Google hopes this new technology and know-how will help offer advertisers and publishers new solutions and opportunities for their products.

However, we weren't able to find out what those products would be, as Google remained tight-lipped on which games and publishers it's working with, as well as the future direction for the company and in-game advertising.

Head over to the Adscape Media site for more answers.