Videos will be embedded into cartons which will appear on top of Google search results while matches are in progress alongside associated news and info, the firm said. Rather than driving individuals to go to a web site, Google is bringing the in-game highlights to its own page.

The move is part of a broader strategy by Google add tools to its search results and to reveal more info pages to keep individuals on its website, rather than send them to other parts of the internet. Serving up info faster, with fewer clicks needed, is essential for the firm’s attempts to keep smartphone users participated in Google’s other web and searching services, like YouTube.

The NFL garners more US TV viewers than any other professional sports league, though it trails football worldwide.

Ready to entice those audience and top advertisers, Twitter Inc. acquired the rights to stream 10 Thursday night games during the 201617 season.

The YouTube station, which has a shade more than 1 million subscribers of the NFL carries in-match highlights, along with previews and recaps of those matches. As part of the growth of the venture announced Thursday, the league also will post three of the most memorable matches in the history of each of the 32 NFL teams to its YouTube station before the beginning of the 201617 season. Google did not say whether it paid the NFL for this venture extension.