In-game Advertising - Belgium

Belgium

Highlights

In Belgium, revenue in the In-game Advertising market market is projected to reach US$59.78m in 2024.
Revenue in this market is expected to show an annual growth rate (CAGR 2024-2029) of 9.43%, leading to a projected market volume of US$93.80m by 2029.
The average revenue per user (ARPU) in Belgium is anticipated to amount to US$13.31.
In global comparison, the majority of revenue will be generated China, with figures reaching US$46.61bn in 2024.
In Belgium, the rise of mobile gaming has significantly accelerated the adoption of in-game advertising, enhancing brand engagement among younger audiences.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureReportsMethodology

The In-game Advertising market in Belgium has been experiencing steady growth in recent years.

Customer preferences: Belgian gamers have shown a strong preference for in-game advertising, as it allows them to enjoy their favorite games for free or at a reduced cost. They are generally open to advertising within games, as long as it is non-intrusive and relevant to their interests. Advertisements that blend seamlessly into the game environment and enhance the overall gaming experience are particularly well-received by Belgian gamers.

Trends in the market: One of the key trends in the In-game Advertising market in Belgium is the increasing use of native advertising. Native ads are designed to match the look and feel of the game, making them less obtrusive and more engaging for players. This trend is driven by the desire to create a seamless integration between the game and the advertisements, resulting in a more immersive gaming experience. Another trend in the market is the rise of programmatic advertising. Programmatic advertising allows for real-time bidding on ad inventory, enabling advertisers to target specific demographics and optimize their campaigns for maximum effectiveness. This trend is driven by the increasing availability of data on gamers' preferences and behaviors, which allows advertisers to deliver more personalized and relevant ads.

Local special circumstances: Belgium has a strong gaming culture, with a high proportion of the population participating in gaming activities. This presents a significant opportunity for advertisers to reach a large and engaged audience through in-game advertising. Additionally, Belgium has a well-developed digital infrastructure, which makes it easier for advertisers to deliver targeted ads to gamers.

Underlying macroeconomic factors: The growth of the In-game Advertising market in Belgium can be attributed to several underlying macroeconomic factors. Firstly, the increasing popularity of gaming as a form of entertainment has led to a larger and more diverse audience of gamers. This has created a greater demand for in-game advertising opportunities. Secondly, the growth of the digital advertising industry as a whole has had a positive impact on the In-game Advertising market in Belgium. Advertisers are increasingly allocating a larger portion of their advertising budgets to digital channels, including in-game advertising. This shift is driven by the ability to target specific audiences more effectively and measure the impact of advertising campaigns in real-time. In conclusion, the In-game Advertising market in Belgium is developing due to the preferences of Belgian gamers for non-intrusive and relevant ads, the trends towards native and programmatic advertising, the strong gaming culture in the country, and the underlying macroeconomic factors of the growing gaming audience and the shift towards digital advertising.

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.