Google may be set to release its in-game advertising initiative this month, according to reports.According to GigaOM, sources familiar with the company believe it will launch a beta test with casual gaming start-up Bunchball Games.
As part of the test, Google will embed "video-type" ads lasting 15 seconds in some of Bunchball's computer games.
In addition, in December Google may offer an ad-supported version of the downloadable game Psychonauts.
In response to questions posed by new agency AFP, however, the California-based search engine provider declined to comment on rumours that it will release such a service before the year's end.
Earlier this year, Google purchased small in-game ad company Adscape, saying at the time: "Over the past few years, the video game experience has become richer and more interactive.
"We think this rich environment is a perfect medium to deliver relevant, targeted advertising that ultimately benefits the user, the video game publisher and the advertiser."
It also declared its intention to partner with both large and small game publishing companies, saying it had already been in discussions with many in the game development community.
Commenting on its current plans, Google stated that it is working with publishers to help advertisers reach their intended audiences, while not causing disruption to the experience of computer game players.
