According to the The Wall Street Journal, Google is currently locked in talks to buy Adscape Media, one of the growing number of companies who offer in-game advertising solutions.

Adscape's technology allows for the 'placement of ads over the web in video games'. According to the company's website, Adscape say that their adverts won't ruin the gaming experience.

Our background as avid gamers drives us to maintain the gaming experience at all cost and we are focused on maintaining the quality gamers have come to expect from the world of gaming. In conjunction with our devotion to games and game quality, we provide advertisers with a new and reliable distribution channel for their advertising message.

Of course, Google are no strangers to advertising. AdWords is Google's flagship advertising product and main source of revenue. AdWords offers pay-per-click (PPC) advertising, and site-targeted advertising for both text and banner ads. The AdWords program includes local, national, and international distribution. Google's text advertisements are short, consisting of one title line and two content text lines.

A Google spokesperson said, "We are always considering new ways to extend Google's advertising program to benefit our users, advertisers and publishers. In-game advertising offers one such possible extension among many others."

A deal is expected to be announced next week.