The Internet juggernaut, Google, has finally unveiled their in-game advertising strategy, and in an interesting twist, a lot of emphasis is being placed on casual titles. In a recent post on the Adsense blog, Google reps have gone on to say that they are targeting web games for this first phase of the project:

"Do you develop or publish web-based games? If so, you're contributing to a growing trend - according to comScore, over 25% of Internet users play online games every week, which is over 200 million users worldwide."

Demonstration videos for the service make reference to a wide variety of games, although both movies open with footage from Playfish's Facebook Word Challenge.

Google has started a beta for the service, which is open to publishers with predominant (over 80 percent) traffic from the UK or US. "Upon becoming a beta user of AdSense for Games, you can display video ads, image ads, or text ads within your online games to earn revenue," the sales pitch reads. Google has partnered with Mochi Media and its MochiAds network to add inventory to its available advertising slots.

Jameson Hsu, CEO of Mochi Media commented: "Google AdSense for Games will be able to offer a wide reach for its advertisers, and Mochi Media can better monetize international traffic for our developers and publishers."