UK digital marketing trade body the Internet Advertising Bureau (IAB) has announced plans to establish a Game Advertising Council.

The IAB said it will enlist game publishers, technology providers and senior experts to help "ease adoption of advertising in and around videogames" and "present these opportunities to the marketing community in a digestible format."

One of the UK council's first objectives will be to evaluate whether the recently released IAB US in-game advertising measurement standards are suitable for adoption in the UK.

The group also plans to release educational materials, hold industry events and conduct market research over the next 12 months.

"Gaming is one of the largest, most immersive and engaging entertainment platforms in the world, yet remains totally misunderstood by a large part of the market," said Jack Wallington, senior programmes manager for the IAB and coordinator of the Game Advertising Council.

"The US gaming industry is thriving, and we're seeing some strong parallels over here in the UK. With the US gaining universal agreement on their in-game measurement standard, this is just the ticket for advertisers to make even more of game advertising and something we hope to replicate in the UK through our Game Advertising Council."

US advertisers spent roughly $55 million on dynamic in-game advertising last year, according to Screen Digest.