Today, the U.K.’s Internet Advertising Bureau announced a plan to work with major gaming advertisers and launch the Game Steering Group, writes Campaign Live. The hope is that the local in-game advertising industry will grow to tap into in-game ads, which are expected to be a $1 billion business by 2014.

Game Steering Group (GSG) is looking to help standardize game advertising with research, metrics and focus groups. The U.S. already has similar guidelines, and the goal for GSG is to help advertisers better understand the industry and for the industry to better understand its own size.