Google Inc. is in talks to buy in-game advertising firm AdScape Media, reports paidContent.org and the Wall Street Journal (subscription required).

The acquisition has not been officially announced but it is expected that Google will say something this week or next.

Google, through this potential buyout, is looking to bring their contextual ad technology into the growing console and casual games market.

Last April, Microsoft Corp. bought Massive, an in-game advertising company, in a deal valued between $200 and $400 million.

paidContent.org says that Google will mainly focus on online casual gaming.

For more insight on in-game advertising, read "6 Steps to Market Your Brand in Games."