Last night Google announced that they had launched Google AdSense for games. One of the largest gaming companies benefiting from the new advertising platform is Playfish. Google actually included a demo of AdSense for Games directly integrated into Playfish’s Word Challenge game. This is a big step for Google and one that competing advertisers should pay close attention to.
Why? According to sources within Google, games are not the only applications that Google is advertising on within social networks. Google is testing out their AdSense platform for other social applications. Take a look at some of the most popular applications on Facebook and you’ll quickly realize that Google is testing banner advertising on some of the largest applications.
This could mean trouble for some of the existing advertising networks on Facebook that focus primarily on banner advertising. Currently eligible partners “must have a minimum of 500,000 game plays and have 80% of their traffic from the U.S. or the U.K.” Google is currently filling advertising inventory for Zynga, Playfish, Armor Games, Konami, and a number of other large gaming networks.
Currently Sprint, Sony Pictures, and esurance are the primary advertisers testing out the Google AdSense for games platform but we know of other advertisers, including the Travel Channel, who are testing out other forms of advertising on the social platforms. Look for Google to continue to expand their presence on social platforms over the coming months.