Google is upping its ad game.

On Thursday, the company said it's testing playable in-game ads, according to TechCrunch. Players can engage with a minigame and be rewarded with extra lives or other incentives. 

Google is also launching multiple-option video ads, which let you pick which ad you want to watch in return for game rewards. 

In addition, it's extending its Universal Ad Campaigns tool beginning in May, so developers can target people who have interests similar to those of their top customers. The feature will utilize Google's machine learning tools to identify potential players. 

Google will also be experimenting with video ads for apps in its Play store. 

The news comes ahead of the Game Developers Conference, one of the world's largest gathering of game developers, which kicks off next week in San Francisco. The moves demonstrate Google's efforts to come up with new ways to deliver ads as companies compete for attention.