Key regions: China, India, United States, Germany, Europe
In recent years, the In-game Advertising market in Central & Western Europe has been experiencing significant growth and development.
Customer preferences: One of the key reasons behind this growth is the changing preferences of customers. With the increasing popularity of online gaming, more and more people are spending their time playing games on various platforms. This has created a vast audience for advertisers to target through in-game advertising. Additionally, customers are becoming more accepting of advertising within games, as long as it is seamlessly integrated and does not disrupt their gaming experience.
Trends in the market: One of the major trends in the In-game Advertising market in Central & Western Europe is the rise of programmatic advertising. Programmatic advertising allows for real-time bidding and automated placement of ads within games, making it more efficient and effective for advertisers. This trend is driven by advancements in technology and data analytics, which enable advertisers to target specific demographics and deliver personalized ads to gamers. Another trend in the market is the increasing use of native advertising within games. Native ads are designed to blend in with the game environment and appear as natural elements of the game. This type of advertising is less intrusive and can be more engaging for gamers, leading to higher levels of interaction and brand recall.
Local special circumstances: Central & Western Europe is home to a large number of avid gamers, making it an attractive market for in-game advertising. Countries like Germany, France, and the United Kingdom have a strong gaming culture and a high penetration of gaming consoles and devices. This provides advertisers with a large and diverse audience to target. Furthermore, Central & Western Europe has a well-developed digital infrastructure, including high-speed internet connections and widespread access to mobile devices. This enables seamless integration of in-game ads and ensures a smooth gaming experience for users.
Underlying macroeconomic factors: The growth of the In-game Advertising market in Central & Western Europe is also influenced by macroeconomic factors. The region has a stable and growing economy, which has led to increased disposable income among consumers. This, in turn, has fueled the demand for gaming and created a favorable environment for advertisers. Moreover, 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, the demand for gaming has surged. Advertisers have recognized this trend and are leveraging in-game advertising to reach a captive audience. In conclusion, the In-game Advertising market in Central & Western Europe is witnessing significant growth due to changing customer preferences, the rise of programmatic and native advertising, a strong gaming culture, a well-developed digital infrastructure, and favorable macroeconomic conditions. As the market continues to evolve, advertisers will need to stay abreast of the latest trends and technologies to effectively engage with gamers and maximize the potential of in-game 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.
Mon - Fri, 9am - 6pm (EST)
Mon - Fri, 9am - 5pm (SGT)
Mon - Fri, 10:00am - 6:00pm (JST)
Mon - Fri, 9:30am - 5pm (GMT)
Mon - Fri, 9am - 6pm (EST)
