Google is rolling out a new version of its AdSense advertising programme for game developers.

AdSense for Games allows developers to place code within web-based games which allows for the sale and placement of video advertisements within the actual game. The service is currently undergoing a beta trial.

Once embedded in the game, developers will collect revenues from the ads on cost-per-impression and cost-per-click scales. The revenues will be divided between Google and the game's publisher.

"With this programme, advertisers can now reach the growing number of gamers who are engaged in online play," Google said in a statement.

"For instance, in anticipation of a sporting event, an advertiser can use the technology to feature its logo within that event's accompanying online game and reach its relevant demographic as a result."

Among the developers participating in the beta are Konami, Playfish and Mochi Media. Early advertisers include Sony Pictures, Sprint and online insurance firm Esurance.

The placement of ads within games has long been viewed as an untapped and potentially lucrative market for ad networks.

In 2006, Microsoft was rumoured to have paid hundreds of millions of dollars for Massive Inc, while Sony launched its in-game ad programme earlier this year.

Google indicated its interest in the market last year when it acquired AdScape Media.