In-game Advertising - Eastern Europe

Eastern Europe

Highlights

In Eastern Europe, revenue in the In-game Advertising market market is projected to reach US$570.40m in 2024.
Revenue in this region is expected to show an annual growth rate (CAGR 2024-2029) of 7.63%, resulting in a projected market volume of US$824.00m by 2029.
The average revenue per user (ARPU) in Eastern Europe is expected to amount to US$9.71.
In global comparison, most revenue will be generated China, which is projected to reach US$46.61bn in 2024.
In Eastern Europe, particularly Poland, in-game advertising is rapidly gaining traction as brands increasingly leverage the growing gaming community to enhance consumer engagement.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureReportsMethodology

The In-game Advertising market in Eastern Europe is experiencing significant growth and development. Customer preferences in Eastern Europe are shifting towards digital entertainment, with an increasing number of people spending their leisure time playing video games. This trend is driven by several factors, including the availability of affordable gaming devices and the rise of online gaming communities. As a result, advertisers are recognizing the potential of reaching a large and engaged audience through in-game advertising. Trends in the market indicate that advertisers are leveraging in-game advertising to effectively target specific demographics. With the ability to integrate advertisements seamlessly into the gaming experience, advertisers can capture the attention of players without disrupting their gameplay. This targeted approach allows advertisers to tailor their messages to specific audiences, increasing the effectiveness of their campaigns. In addition to targeting specific demographics, advertisers are also utilizing in-game advertising to reach a global audience. Eastern Europe is home to a diverse gaming community, with players from various countries and backgrounds. By incorporating localized advertisements within games, advertisers can effectively engage with players in their native languages and cater to their cultural preferences. This localization strategy not only enhances the player experience but also increases the relevance and impact of the advertisements. Local special circumstances in Eastern Europe contribute to the growth of the in-game advertising market. The region has a strong gaming culture, with a high percentage of the population participating in gaming activities. This active gaming community provides a fertile ground for advertisers to connect with their target audience. Furthermore, Eastern Europe has a growing number of game development studios, which creates opportunities for collaborations between advertisers and game developers to seamlessly integrate advertisements into games. Underlying macroeconomic factors also play a role in the development of the in-game advertising market in Eastern Europe. The region has experienced steady economic growth in recent years, leading to an increase in disposable income among consumers. This rise in purchasing power allows individuals to invest in gaming devices and accessories, further fueling the growth of the gaming market. As the gaming industry continues to thrive, advertisers are capitalizing on this trend by allocating their advertising budgets towards in-game advertising. Overall, the In-game Advertising market in Eastern Europe is evolving rapidly to meet the changing preferences of consumers. Advertisers are recognizing the potential of reaching a large and engaged audience through in-game advertising, and are leveraging this medium to effectively target specific demographics and engage with players on a global scale. With a strong gaming culture, a growing number of game development studios, and favorable macroeconomic conditions, Eastern Europe presents a promising market for 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.