Google is preparing a bid for computer game advertising company Adscape, a press report suggests.

According to an article by the Wall Street Journal (WSJ), the search engine giant is looking to reach a deal with the San Francisco firm which will allow enables advertisers to market their products in games for PCs, consoles and mobile phone platforms.

A Google spokesperson said "We are always considering new ways to extend Google's advertising programme to benefit our users, advertisers and publishers."

It is thought a deal could be reached by the end of next week.

Although any financial details were not disclosed, the WSJ pointed out that Microsoft purchased in-game advertising firm Massive last year for around $200 million (£101 million).

The WSJ reported that while computer game advertising is still in its infancy, many are pursuing it "aggressively" as games publishers such as Electronic Arts believe it could be a lucrative business in the future.

Adscape claims to be the first company in the world to offer in-game advertising solutions, reporting to be the most innovative company on the market.