Adsense for Games?

After ruling the internet world, Google has now decided to make an impact in the gaming industry.Google has developed an in-game advertising technology that allows it to insert video ads into games.
Google’s Bernie Stolar and Greg Schaffer spoke at the Casual Connect game convention ( in 3rd week of July), revealing the Google's plans to bring the "Google Adwords to Video games" via "Adsense for Games".

Stolar, Google's Game Evangelist, said, "I'm going to be very clear right now: Google is involved in in-game advertising. I'm going to say it one more time, in case there's any misconceptions here: in-game advertising. This is an area that Google believes will have tremendous growth over the next number of years. ... We are not going to be a publisher or a developer or a portal for games, at all. That's the jobs of everybody here. That's why we want to partner with you."

How will it work?
“AdSense for Games” will enable advertisers to purchase ad space within games and game publishers can integrate the system to monetize their products. Initially the system will only be available on web-based games but there are plans to include PC and console games in the future.
The advertisements will come in text as well as video formats.

Though Google has not officially declared the program launching date, but it is expected to arrive within next few months.It would be really interesting to see how Google proceeds with their "newbie"!