In-game Advertising - CIS

CIS

Highlights

In the CIS region, revenue in the In-game Advertising market market is projected to reach US$529.90m in 2024.
Revenue is expected to demonstrate an annual growth rate (CAGR 2024-2029) of 7.77%, leading to a projected market volume of US$770.40m by 2029.
The average revenue per user (ARPU) in the CIS is anticipated to amount to US$8.62.
In a global context, the majority of revenue will be generated China, with an expected total of US$46.61bn in 2024.
In the CIS region, in-game advertising is gaining traction as brands increasingly seek innovative ways to engage with the tech-savvy youth demographic.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureReportsMethodology

In recent years, the In-game Advertising market in CIS has experienced significant growth and development.

Customer preferences: One of the key reasons for the growth of the In-game Advertising market in CIS is the increasing popularity of mobile gaming among consumers. With the rise of smartphones and the availability of high-speed internet, more people are engaging in mobile gaming as a form of entertainment. This has created a lucrative market for in-game advertising, as advertisers can reach a large and diverse audience through mobile games. Additionally, customers in CIS have shown a preference for free-to-play games, which often rely on in-game advertising as a source of revenue.

Trends in the market: One of the notable trends in the In-game Advertising market in CIS is the integration of native advertising within games. Native advertising refers to advertisements that blend seamlessly with the game environment, providing a more immersive and engaging experience for players. This trend has gained traction as advertisers seek to create more targeted and personalized advertising campaigns. By integrating advertisements within the game itself, advertisers can deliver their message in a non-intrusive way, increasing the likelihood of customer engagement. Another trend in the market is the use of data analytics to optimize in-game advertising campaigns. Advertisers are increasingly leveraging data to understand consumer behavior and preferences, allowing them to deliver more relevant and targeted advertisements. This trend is driven by advancements in technology and the increasing availability of data. By analyzing player data, advertisers can tailor their advertisements to specific segments of the gaming population, increasing the effectiveness of their campaigns.

Local special circumstances: The In-game Advertising market in CIS is also influenced by local special circumstances. One such circumstance is the cultural diversity within the region. CIS consists of multiple countries with different languages, cultures, and preferences. Advertisers need to take these differences into account when developing their in-game advertising campaigns. Localization plays a crucial role in ensuring that advertisements resonate with the target audience and are culturally relevant. Advertisers that successfully adapt their campaigns to the local context are more likely to achieve higher levels of customer engagement and brand recognition.

Underlying macroeconomic factors: The growth of the In-game Advertising market in CIS is also supported by underlying macroeconomic factors. The region has experienced steady economic growth in recent years, leading to an increase in disposable income among consumers. This has contributed to the growth of the gaming industry, as more people have the means to access and engage in gaming activities. Additionally, the increasing penetration of smartphones and internet connectivity has made gaming more accessible to a larger segment of the population. As a result, the market for in-game advertising has expanded, creating new opportunities for advertisers to reach consumers. In conclusion, the In-game Advertising market in CIS is experiencing growth and development due to the increasing popularity of mobile gaming, the integration of native advertising, the use of data analytics, local special circumstances, and underlying macroeconomic factors. Advertisers in the region are capitalizing on these trends to deliver targeted and engaging advertisements to a diverse audience. As the gaming industry continues to evolve and technology advances, the In-game Advertising market in CIS is expected to further expand in the coming years.

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.