In-game Advertising - Portugal

Portugal

Highlights

In Portugal, revenue in the In-game Advertising market market is projected to reach US$37.05m in 2024.
The revenue in this market is expected to demonstrate an annual growth rate (CAGR 2024-2029) of 11.48%, leading to a projected market volume of US$63.80m by 2029.
Furthermore, the average revenue per user (ARPU) in Portugal is anticipated to amount to US$15.36.
In a global context, it is noteworthy that the majority of revenue will be generated China, with an estimated figure of US$46.61bn in 2024.
In Portugal, the rising popularity of mobile gaming is driving brands to increasingly leverage in-game advertising as a key marketing strategy.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureReportsMethodology

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

Customer preferences: Customers in Portugal are increasingly embracing in-game advertising as a means of monetizing their gaming experience. This is driven by the growing popularity of online gaming and the desire for free or low-cost games. Additionally, customers are becoming more accepting of advertising within games, particularly if it is relevant and non-intrusive.

Trends in the market: One of the key trends in the in-game advertising market in Portugal is the integration of native advertising. Native advertising seamlessly blends with the game environment, making it less disruptive and more engaging for players. This trend is driven by the desire to create a more immersive gaming experience and to increase the effectiveness of advertising campaigns. Another trend is the use of programmatic advertising, which allows for more targeted and personalized advertisements based on player data. This trend is driven by advancements in technology and data analytics, as well as the need for advertisers to maximize their return on investment.

Local special circumstances: Portugal has a strong gaming culture, with a growing number of gamers and a thriving gaming industry. This creates a favorable environment for in-game advertising, as there is a large and engaged audience to reach. Additionally, Portugal has a relatively high smartphone penetration rate, which provides a convenient platform for in-game advertising. The country also has a growing esports scene, which presents opportunities for advertisers to reach a highly engaged and passionate audience.

Underlying macroeconomic factors: The growth of the in-game advertising market in Portugal is supported by several macroeconomic factors. Firstly, there is a strong digital advertising market in the country, with increasing investment in online advertising. This provides a solid foundation for the growth of in-game advertising. Secondly, Portugal has a stable and growing economy, which creates a favorable environment for businesses to invest in advertising. Lastly, there is a growing trend of mobile gaming in Portugal, with more people playing games on their smartphones. This provides a significant opportunity for in-game advertising, as mobile gaming is a key platform for reaching consumers. Overall, the in-game advertising market in Portugal is experiencing significant growth and development, driven by customer preferences, market trends, local special circumstances, and underlying macroeconomic factors. As the market continues to evolve, it is likely that we will see further advancements in technology, targeting capabilities, and advertising formats, creating new opportunities for advertisers to engage with gamers in Portugal.

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.