The creation of the Game Advertising Council brings the number of IAB UK councils to 17 as it moves to further extend its remit to represent every area of online communications.
The trade body will enlist game publishers, technology providers and senior experts from agencies to form the council.
One of its first objectives will be to review the in-game measurement standards launch by the IAB in the US. The council is planning to evaluate its potential implementation in the UK market.
Further initiatives planned for the next 12 months include creating educational materials, events and industry research.
The world of video games is seeing continued growth in terms of audience usage and advertiser investment. It is already considered a mainstream platform in the US, where advertisers spent around $55m on dynamic in-game advertising in 2008, according to Screen Digest.
The IAB says online games, casual games, new controllers and new devices such as mobile phones are all contributing to this growth.
Jack Wallington, IAB senior programmes manager and coordinator of the Game Advertising Council says: “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.
“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.”