In-game Advertising - Ireland

Ireland

Highlights

In Ireland, revenue in the In-game Advertising market market is projected to reach US$73.04m in 2024.
This revenue is expected to demonstrate an annual growth rate (CAGR 2024-2029) of 8.06%, which will result in a projected market volume of US$107.60m by 2029.
Furthermore, the average revenue per user (ARPU) in Ireland is anticipated to amount to US$30.31.
In a global context, it is noteworthy that the majority of revenue will be generated China, with a forecasted figure of US$46.61bn in 2024.
In Ireland, the surge in mobile gaming is driving innovative in-game advertising strategies, enhancing brand engagement among the country's digitally-savvy consumers.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureReportsMethodology

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

Customer preferences: In recent years, there has been a significant shift in customer preferences towards digital entertainment and gaming. With the increasing popularity of online gaming platforms and mobile gaming apps, more and more people in Ireland are spending their leisure time playing games. This has created a lucrative market for in-game advertising, as advertisers are keen to reach this highly engaged and captive audience.

Trends in the market: One of the key trends in the in-game advertising market in Ireland is the integration of advertising seamlessly into the gaming experience. Advertisers are increasingly adopting native advertising techniques, where ads are seamlessly integrated into the game environment, making them less intrusive and more engaging for players. This trend is driven by the desire to create a more immersive gaming experience and to ensure that ads do not disrupt gameplay. Another trend in the market is the use of targeted advertising. Advertisers are leveraging the vast amount of data available on gamers to deliver personalized and relevant ads. By analyzing players' gaming behavior, demographics, and preferences, advertisers can tailor their ads to specific segments of the gaming population, increasing the effectiveness and impact of their campaigns.

Local special circumstances: Ireland has a strong gaming industry, with a number of successful game development studios and a growing community of gamers. This has created a favorable environment for in-game advertising, as there is a large and engaged audience for advertisers to reach. Additionally, Ireland's strong digital infrastructure and high internet penetration rate make it an attractive market for in-game advertising.

Underlying macroeconomic factors: The growth of the in-game advertising market in Ireland is also influenced by macroeconomic factors. The Irish economy has been growing steadily in recent years, with strong consumer spending and increasing disposable incomes. This has led to higher levels of spending on entertainment and leisure activities, including gaming. As a result, advertisers are keen to tap into this growing market and allocate more of their advertising budgets to in-game advertising. In conclusion, the In-game Advertising market in Ireland is thriving due to customer preferences for digital entertainment and gaming, the integration of advertising into the gaming experience, the use of targeted advertising, the strong gaming industry in Ireland, and the favorable macroeconomic conditions. With these factors in play, the market is expected to continue its growth and development 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.