By John Glenday

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.

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Source: The Drum