Market Insights Advertising & Media Media Games

In-game Advertising - Worldwide

Worldwide

Revenue in the In-game Advertising market market worldwide is projected to reach €101.70bn in 2024.
Revenue is expected to demonstrate an annual growth rate (CAGR 2024-2029) of 9.32%, leading to a projected market volume of €158.80bn by 2029.
The average revenue per user (ARPU) is anticipated to be €39.36.
In a global context, the highest revenue will be generated China, with an expected total of €43,220.00m in 2024.
Worldwide, in-game advertising is increasingly recognized as a vital strategy for brands aiming to engage younger audiences immersed in digital entertainment.

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

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Analyst Opinion

The In-game Advertising market is experiencing significant growth and development worldwide. As technology continues to advance and gaming becomes more popular, advertisers are recognizing the potential of reaching a large and engaged audience through in-game advertising.

Customer preferences: Customers are increasingly spending more time playing video games, whether on consoles, PCs, or mobile devices. This shift in consumer behavior has created a prime opportunity for advertisers to reach a captive audience within the gaming environment. In-game advertising allows for targeted and interactive marketing messages that can enhance the gaming experience rather than interrupt it. Players are becoming more accepting of in-game ads as long as they are relevant, non-intrusive, and add value to their gaming experience.

Trends in the market: One of the key trends in the in-game advertising market is the rise of programmatic advertising. Programmatic advertising allows for the automated buying and selling of ad inventory in real-time, enabling advertisers to reach the right audience at the right time. This trend is driven by the increasing use of data and analytics to target specific demographics and interests within the gaming community. Another trend is the integration of native advertising within games. Native ads seamlessly blend into the gaming environment, appearing as part of the game's content rather than as traditional ads. This approach creates a more immersive and authentic experience for players, leading to higher engagement and brand recall.

Local special circumstances: In the United States, the in-game advertising market is particularly strong due to the country's large gaming population and high levels of consumer spending. With a mature gaming industry and a tech-savvy population, advertisers have access to a wide range of gaming platforms and genres to target their ads effectively. In China, the in-game advertising market is fueled by the country's massive gaming population and the popularity of mobile gaming. Mobile games are a significant driver of in-game advertising in China, as the majority of gamers play on their smartphones. Advertisers are capitalizing on this trend by incorporating interactive and immersive ads within mobile games.

Underlying macroeconomic factors: The growth of the in-game advertising market is supported by several macroeconomic factors. Firstly, the increasing global penetration of smartphones and internet access has expanded the potential audience for in-game advertising. As more people gain access to gaming platforms, advertisers have a larger pool of consumers to target. Secondly, the rise of e-sports and streaming platforms has created new opportunities for in-game advertising. E-sports events attract millions of viewers, providing advertisers with a highly engaged audience to showcase their brands. Streaming platforms, such as Twitch, have also become popular channels for in-game advertising, allowing advertisers to reach gamers while they watch their favorite streamers. Lastly, the COVID-19 pandemic has further accelerated the growth of the in-game advertising market. With people spending more time at home and seeking entertainment options, video games have experienced a surge in popularity. Advertisers are leveraging this increased engagement to promote their products and services through in-game advertising. Overall, the In-game Advertising market is thriving worldwide due to changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors. As the gaming industry continues to evolve, in-game advertising is expected to play a significant role in the future of digital marketing.

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.