Market Insights Advertising & Media Media Games

In-game Advertising - Asia

Asia

In Asia, the revenue in the In-game Advertising market market is forecasted to hit €48.82bn in 2024.
The revenue is anticipated to demonstrate an annual growth rate (CAGR 2024-2029) of 8.76%, leading to a projected market volume of €74.30bn by 2029.
The average revenue per user (ARPU) is projected to be €32.65.
When compared globally, in China is expected to generate the highest revenue, reaching €43,220.00m in 2024.
In Japan, the In-game Advertising market is seeing a surge in brand collaborations within popular video games, enhancing user engagement and driving ad revenue.

Key regions: China, India, United States, Germany, Europe

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Analyst Opinion

The In-game Advertising market in Asia is experiencing significant growth and development, driven by various factors such as the increasing popularity of gaming, the rise of mobile gaming, and the growing digital advertising industry in the region.

Customer preferences: With the increasing number of gamers in Asia, there is a growing demand for immersive and interactive gaming experiences. In-game advertising provides a unique opportunity for advertisers to reach a highly engaged audience within the gaming environment. Players are generally receptive to in-game advertising if it is seamlessly integrated into the gameplay and does not disrupt their gaming experience. Advertisements that offer rewards or benefits within the game are also well-received by players.

Trends in the market: One of the key trends in the in-game advertising market in Asia is the rise of mobile gaming. Mobile games have become increasingly popular in the region due to the widespread adoption of smartphones and the increasing availability of affordable mobile data plans. This has created a large and diverse audience for in-game advertising, as mobile games are accessible to a wide range of demographics. Another trend is the integration of programmatic advertising into in-game advertising. Programmatic advertising allows for real-time bidding and targeting, enabling advertisers to reach their desired audience more effectively. This trend is driven by the increasing use of data analytics and AI technologies in the advertising industry, which allow for more precise targeting and measurement of advertising effectiveness.

Local special circumstances: Asia is a diverse region with different cultural and regulatory environments. Advertisers need to consider the cultural sensitivities and preferences of each country when implementing in-game advertising campaigns. For example, certain countries may have stricter regulations on advertising content or may have cultural norms that need to be respected. Advertisers also need to consider language localization and adapt their campaigns to suit the local market.

Underlying macroeconomic factors: The rapid growth of the digital advertising industry in Asia is a key macroeconomic factor driving the development of the in-game advertising market. As more businesses shift their advertising budgets from traditional media to digital platforms, there is a growing demand for innovative and effective advertising solutions. In-game advertising offers a unique opportunity for advertisers to engage with their target audience in a highly interactive and immersive way. Furthermore, the increasing disposable income and purchasing power of consumers in Asia contribute to the growth of the in-game advertising market. As more people are able to afford smartphones and internet access, the potential audience for in-game advertising expands, creating new opportunities for advertisers to reach their target market. In conclusion, the In-game Advertising market in Asia is developing rapidly due to the increasing popularity of gaming, the rise of mobile gaming, and the growing digital advertising industry in the region. Advertisers need to understand the preferences of gamers, adapt to local cultural and regulatory environments, and leverage the underlying macroeconomic factors to effectively tap into the potential of the in-game advertising market in Asia.

Methodology

Data coverage:

The data encompasses B2C revenues. Figures are based on in-app advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers ad spending on advertisements displayed within a mobile application.

Modeling approach / Market size:

The market size is determined through a combined top-down and bottom-up approach. We use market data from independent databases, the number of application downloads from data partners, survey results taken from our primary research (e.g., Consumer Insights), and third-party reports to analyze and estimate global in-app advertising spending. To analyze the markets, we start by researching digital advertising in mobile applications for each advertising format, incidents of in-app and mobile browser usage, as well as the time spent in mobile apps by categories. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, mobile users, and digital consumer spending. Lastly, we benchmark key countries and/or regions (e.g., global, the United States, China) with external sources.

Forecasts:

We apply a variety of forecasting techniques, depending on the behavior of the relevant market. For instance, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption.

Additional Notes:

The market is updated twice per year in case market dynamics change. Consumer Insights data is unbiased for representativeness.