We already knew that Google were looking to expand their reach into areas beyond their search engine 'base', the company having been linked to a number of ad-related side projects, including those of a gaming bent, in recent months. Now we learn that Google has patented technology which will help 'psychologically' profile gamers in order to better target them with advertising.

Profiles will monitor a users gaming habits and characteristics (both and console), with detailed profiles emerging of the kind of player the potential customer is. Reports suggest such profiling will then be used for in-depth ad targeting.

The new report on this technological movement in the UK's Guardian newspaper, suggests that patents regarding the tech have already been filed by Google in and North America, the filing stating: "User dialogue (eg from role playing games, simulation games, etc) may be used to characterize the user (eg literate, profane, blunt or polite, quiet etc). Also, user play may be used to characterize the user (eg cautious, risk-taker, aggressive, non-confrontational, stealthy, honest, cooperative, uncooperative, etc)."

Saved game data could even aid the technology in targeting advertising: "Such saved information may be thought of state information, and offers a valuable source of information to the advertisers."

Rights groups are already beginning to express concern about the intrusive and highly personal nature of this technology, Sue Charman of the Open Rights Group affirming: "I can understand why they are interested in this, but I would be deeply disturbed by a company holding a psychological profile. Whenever you have large amounts of information it becomes attractive to people - we've already seen the American federal government going to court over data from companies including Google."

While in-game is on the rise, Google are quick assure us that they hold a number of patents that have been filed 'irrelevant' of plans to implement them - despite the growing importance of the gaming market. Google's patent concludes with the following example:

"In a car game, after a user crashes his Honda Civic, an announcer could be used to advertise by saying 'if he had a Hummer, he would have gotten the better of that altercation', etc… If the user has been playing for over two hours continuously, the system may display ads for Pizza Hut, Coke, coffee."

By Luke Guttridge