In-game Advertising - MENA

MENA

Highlights

In MENA, revenue in the In-game Advertising market market is projected to reach US$641.20m in 2024.
Revenue in this region is expected to show an annual growth rate (CAGR 2024-2029) of 8.63%, resulting in a projected market volume of US$969.70m by 2029.
The average revenue per user (ARPU) in MENA is expected to amount to US$4.28.
In global comparison, most revenue will be generated China, which is anticipated to reach US$46.61bn in 2024.
In the MENA region, particularly in the UAE, in-game advertising is rapidly evolving as brands increasingly leverage immersive experiences to engage younger audiences.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureReportsMethodology

The In-game Advertising market in MENA has been experiencing significant growth in recent years, driven by changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors. Customer preferences in the MENA region have shifted towards digital entertainment, with an increasing number of people spending their leisure time playing video games. This has created a lucrative opportunity for advertisers to reach a captive audience through in-game advertising. Players are becoming more accepting of in-game ads, especially when they are seamlessly integrated into the gaming experience and offer rewards or benefits. Trends in the market indicate that advertisers are recognizing the potential of in-game advertising in the MENA region. They are increasingly leveraging this medium to promote their products and services, as it allows them to target a specific demographic and engage with consumers in a highly interactive and immersive environment. Advertisers are also exploring innovative formats such as dynamic in-game ads, which can be updated in real-time to reflect current trends or events. Local special circumstances in the MENA region, such as a growing gaming community and a high smartphone penetration rate, have contributed to the development of the in-game advertising market. The region has a young population that is highly engaged with gaming, making it an attractive target audience for advertisers. Additionally, the increasing availability of affordable smartphones has made gaming more accessible to a larger segment of the population, further driving the demand for in-game advertising. Underlying macroeconomic factors, such as the growth of the digital advertising industry and the increasing popularity of mobile gaming, have also played a role in the development of the in-game advertising market in MENA. The region has witnessed a rapid expansion of the digital advertising sector, with advertisers allocating a larger portion of their budgets to digital channels. This shift has created opportunities for in-game advertising to gain traction and become a preferred advertising medium. Furthermore, the rise of mobile gaming has provided a platform for in-game advertising to thrive, as more people are engaging with games on their smartphones. In conclusion, the In-game Advertising market in MENA is experiencing growth due to changing customer preferences, emerging trends, local special circumstances, and underlying macroeconomic factors. Advertisers are recognizing the potential of in-game advertising to reach a captive audience and are leveraging this medium to promote their products and services. With the growing gaming community, high smartphone penetration rate, and the increasing popularity of mobile gaming, the MENA region 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.