In-game Advertising - Serbia

Serbia

Highlights

In Serbia, revenue in the In-game Advertising market market is projected to reach US$8.32m in 2024.
Revenue is expected to show an annual growth rate (CAGR 2024-2029) of 9.63%, resulting in a projected market volume of US$13.18m by 2029.
The average revenue per user (ARPU) in Serbia is expected to amount to US$12.76.
In global comparison, it is noteworthy that most revenue will be generated China, with a figure of US$46.61bn in 2024.
In Serbia, the rising popularity of mobile gaming is driving brands to increasingly invest in innovative in-game advertising strategies to engage younger audiences.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureReportsMethodology

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

Customer preferences: Serbian gamers are increasingly open to in-game advertising, as they see it as a way to access free or discounted games. They are also becoming more receptive to targeted advertising that is relevant to their gaming interests. Additionally, the rise of mobile gaming has created new opportunities for in-game advertising, as gamers are spending more time playing games on their smartphones and tablets.

Trends in the market: One of the key trends in the Serbian In-game Advertising market is the increasing use of native advertising. Native ads seamlessly blend into the gaming environment, making them less intrusive and more effective. This trend is driven by the desire to create a more immersive gaming experience and to avoid disrupting gameplay. Advertisers are also leveraging the popularity of eSports in Serbia to reach a highly engaged audience. They are sponsoring eSports tournaments and teams, and incorporating in-game advertising into live streams and broadcasts.

Local special circumstances: Serbia has a growing gaming community, with a significant number of gamers who are actively engaged in the gaming culture. This presents a unique opportunity for advertisers to connect with a passionate and dedicated audience. Furthermore, Serbia has a relatively low cost of living compared to other European countries, which attracts international game developers and publishers to establish a presence in the country. This has led to an increase in the availability of games that can be monetized through in-game advertising.

Underlying macroeconomic factors: The growth of the In-game Advertising market in Serbia is supported by several macroeconomic factors. The country has a young and tech-savvy population, with a high level of internet penetration. This provides a large and active user base for in-game advertising. Additionally, Serbia has a growing digital advertising industry, driven by the increasing popularity of online and mobile advertising. Advertisers are shifting their budgets towards digital channels, including in-game advertising, to reach their target audience more effectively. The overall economic growth and stability in Serbia also contribute to the development of the In-game Advertising market, as advertisers have more confidence in investing in the country.

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.