Responding to rumors that it was interested in the burgeoning game market, Google confirmed Thursday that it was looking to use its technology to deliver ads during play.

"We think this rich environment is a perfect medium to deliver relevant, targeted advertising that ultimately benefits the user, the video game publisher and the advertiser," Google told the AFP. "We are currently in tests to determine the best approach to in-game advertising."

In February, Google spent $23 million on AdScape, an in-game ad specialist.

Google did not say when it plans to launch its in-game advertising efforts. But according to a GigaOm post, the company could hit the gaming market by the end of this year.