Google marketers now have access to a lucrative new avenue for their mobile advertising after the internet giant struck an ad partnership with the Unity game developer platform.
The once niche sector has grown to become a $50bn business in its own right, attracting interest from Google as it seeks out fresh revenue streams for its own burgeoning mobile advertising offer.
The specifics of the agreement will allow Google’s AdMob customers to advertise directly on mobile games developed for Unity’s proprietary platform, reaching an audience which spends a cumulative 9 billion minutes every day engrossed in gaming.
To full capitalise on the opportunity presented by this new market Google will also add iOS and Android phones to its network.
Sissie Hsiao, vice president of mobile advertising at Google told CNBC that one in three mobile app downloads is now a game, adding: "At the end of the day, an advertiser cares about the performance for their advertising, and they care about brand safety, and they care about reach. "From an advertisers' perspective, (gaming) is about those three things."
Figures compiled by eMarketer indicate that mobile advertising now accounts for 70% of all digital advertising revenue, with mobile gaming alone drawing in an impressive $50.4bn, with growth being particularly pronounced in the Asia Pacific region.