In-game Advertising - Malta

Malta

Highlights

In Malta, revenue in the In-game Advertising market market is projected to reach US$2.90m in 2024.
Revenue is expected to demonstrate an annual growth rate (CAGR 2024-2029) of 5.50%, leading to a projected market volume of US$3.79m by 2029.
The average revenue per user (ARPU) in Malta is anticipated to amount to US$26.62.
In a global context, the majority of revenue will be generated China, with figures reaching US$46.61bn in 2024.
In Malta, the burgeoning gaming industry is increasingly integrating in-game advertising, reflecting a shift towards immersive brand experiences in digital media.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureReportsMethodology

The In-game Advertising market in Malta has been experiencing significant growth in recent years.

Customer preferences: Customers in Malta have shown a growing interest in in-game advertising. This can be attributed to the increasing popularity of video games among the Maltese population. With a large number of people spending their leisure time playing video games, advertisers have recognized the potential of reaching this captive audience through in-game advertising.

Trends in the market: One of the key trends in the in-game advertising market in Malta is the integration of advertisements seamlessly into the gaming experience. Advertisers are finding innovative ways to incorporate their messages into the gameplay, without disrupting the user experience. This includes product placements within the virtual environment, sponsored in-game events, and interactive advertisements that allow players to engage with brands. Another trend in the market is the use of targeted advertising in games. Advertisers are leveraging data analytics and user profiling to deliver personalized ads to players. This allows them to tailor their messages based on the player's demographics, interests, and gaming behavior. By delivering relevant and engaging ads, advertisers are able to capture the attention of players and drive higher conversion rates.

Local special circumstances: One of the factors contributing to the growth of in-game advertising in Malta is the country's strong gaming industry. Malta has emerged as a hub for gaming companies, attracting both local and international game developers. This has created a favorable environment for in-game advertising, as game developers are more open to partnering with advertisers to monetize their games. Additionally, the presence of gaming events and tournaments in Malta provides opportunities for advertisers to reach a large audience of gamers.

Underlying macroeconomic factors: The growth of the in-game advertising market in Malta can also be attributed to the overall growth of the digital advertising industry. As more businesses shift their advertising budgets towards digital channels, in-game advertising has emerged as a viable option for reaching a highly engaged audience. Furthermore, the increasing penetration of smartphones and internet connectivity in Malta has made it easier for advertisers to target gamers through mobile games. With the rise of mobile gaming, in-game advertising has become an effective way to reach a wider audience. In conclusion, the In-game Advertising market in Malta has been driven by customer preferences for immersive and personalized advertising experiences. The integration of advertisements into the gaming experience, along with targeted advertising techniques, has allowed advertisers to capture the attention of players and drive higher conversion rates. The strong gaming industry in Malta, along with the overall growth of the digital advertising industry, has created a favorable environment for the development of the in-game advertising market.

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.