An increasingly discussed topic is in-game advertising. Google is quick enough to follow suit - not by offering its own in game advertising system, but by purchasing Adscape media. Google acquired the company for $23 million.

It will be interesting to see what is the first thing to come out of this acquisition, and whether or not Google will choose to be careful about which adverts it allows. Gamers are worried that in-game advertising could break up a richly detailed environment by placing ads that don't fit the theme of a game. Until Google makes a statement about how it will proceed, that worry may not be just rampant paranoia - AdSense has been known to post some pretty inappropriate things before. One thing is for certain: gamers are becoming an increasingly large target for (advertising) companies.