In-game Advertising - Greece

Greece

Highlights

In Greece, revenue in the In-game Advertising market market is projected to reach US$44.01m in 2024.
Revenue in this market is expected to exhibit an annual growth rate (CAGR 2024-2029) of 10.17%, leading to a projected market volume of US$71.42m by 2029.
The average revenue per user (ARPU) in Greece is anticipated to amount to US$21.09.
In a global context, the majority of revenue will be generated China, which is expected to reach US$46.61bn in 2024.
In Greece, in-game advertising is increasingly recognized as a vital strategy for brands aiming to engage a digitally savvy youth demographic.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureReportsMethodology

The In-game Advertising market in Greece is experiencing significant growth and development.

Customer preferences: Gaming has become increasingly popular in Greece, with a large number of people of all ages participating in gaming activities. This has led to a growing demand for in-game advertising, as advertisers recognize the potential of reaching a captive audience within the gaming environment.

Trends in the market: One of the key trends in the In-game Advertising market in Greece is the integration of advertisements seamlessly into the gaming experience. Advertisers are using innovative techniques to ensure that their ads do not disrupt gameplay, but instead enhance the overall gaming experience. This includes the use of product placements, branded virtual items, and sponsored in-game events. By integrating advertisements in a non-intrusive way, advertisers are able to capture the attention of gamers without detracting from their enjoyment of the game. Another trend in the market is the rise of mobile gaming. With the increasing popularity of smartphones and tablets, more and more people in Greece are playing games on these devices. This has created new opportunities for in-game advertising, as advertisers can now reach gamers wherever they are, whether it's on the go or at home. Mobile games often have shorter play sessions, which means that advertisers need to be creative in capturing the attention of gamers in a short amount of time. This has led to the development of interactive and engaging ad formats that are specifically designed for mobile gaming.

Local special circumstances: Greece has a strong gaming community and a vibrant esports scene. Esports tournaments attract large audiences both online and in-person, and advertisers are recognizing the potential of reaching this highly engaged and passionate audience through in-game advertising. By sponsoring esports events or integrating their brands into popular esports games, advertisers can gain exposure to a dedicated and influential gaming community.

Underlying macroeconomic factors: The growth of the In-game Advertising market in Greece can be attributed to several macroeconomic factors. Firstly, the increasing penetration of smartphones and the availability of affordable data plans have made gaming more accessible to a wider audience. This has led to an increase in the number of gamers in Greece, creating a larger market for in-game advertising. Additionally, the COVID-19 pandemic has accelerated the growth of the gaming industry in Greece. With people spending more time at home and looking for entertainment options, gaming has become a popular choice. This increased engagement with gaming has created new opportunities for advertisers to reach consumers through in-game advertising. In conclusion, the In-game Advertising market in Greece is experiencing growth and development due to the increasing popularity of gaming, the integration of advertisements into the gaming experience, the rise of mobile gaming, the presence of a strong gaming community and esports scene, and underlying macroeconomic factors such as smartphone penetration and the impact of the COVID-19 pandemic. Advertisers are recognizing the potential of reaching a captive audience within the gaming environment and are using innovative techniques to ensure that their ads enhance the gaming experience.

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.