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In-game Advertising - South Africa

South Africa
  • In South Africa, revenue in the In-game Advertising market is projected to reach US$79.99m in 2025.
  • Revenue is expected to exhibit an annual growth rate (CAGR 2025-2029) of 9.24%, leading to a projected market volume of US$113.91m by 2029.
  • The average revenue per user (ARPU) in South Africa is anticipated to amount to US$4.22.
  • In a global context, the majority of revenue will be generated China, which is expected to reach US$52.38bn in 2025.
  • In South Africa, the rising popularity of mobile gaming is significantly driving the demand for innovative in-game advertising strategies among local brands.

Definition:

In-game advertising refers to the practice of incorporating advertisements into video games. This can take various forms, including static or dynamic ads that are displayed in the game environment, product placements where real-world brands are integrated into the game content, or sponsored content that is created specifically for the game. The purpose of in-game advertising is typically to generate revenue for the game developer or publisher, while providing advertisers with a new and potentially lucrative marketing channel.

Additional Information:

The market comprises revenues and average revenue per user. Figures are based on in-app advertising spending and exclude agency commissions, rebates, production costs, and taxes. For more information on the data displayed, use the info button right next to the boxes.
In-Scope
  • Mobile app in-game advertising, such as advertising in PUBG mobile
  • In-game advertising for console and PC games, such as advertising in Fortnite
Out-Of-Scope
  • Advertising form non gaming apps, such as shopping apps
  • Advertising displayed on webbrowsers, such as Fortnite advertising on a website
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Study Details

    Revenue

    Notes: Data was converted from local currencies using average exchange rates of the respective year.

    Most recent update:

    Source: Statista Market Insights

    Notes: The chart “Comparable Estimates” shows the forecasted development of the selected market from different sources. Please see the additional information for methodology and publication date.

    Most recent update:

    Most recent update:

    Source: Statista Market Insights

    Analyst Opinion

    The In-game Advertising market in South Africa has been witnessing considerable growth, fueled by the surge in gaming popularity, increased smartphone penetration, and brands seeking innovative ways to engage consumers through immersive advertising experiences.

    Customer preferences:
    Consumers in South Africa are increasingly gravitating towards immersive gaming experiences, prompting brands to leverage in-game advertising as a strategic engagement tool. The rise of mobile gaming, particularly among younger demographics, has led to a preference for advertisements that seamlessly integrate into gameplay. Additionally, cultural diversity and local narratives are shaping ad content, with brands focusing on relatability and authenticity. This shift reflects a broader trend towards personalized marketing that resonates with the evolving lifestyle and values of South African gamers.

    Trends in the market:
    In South Africa, the In-game Advertising market is experiencing a surge in demand as gamers increasingly seek immersive experiences that blend seamlessly with gameplay. This trend is particularly pronounced among younger audiences, who favor mobile gaming and expect ads that are integrated organically into their gaming sessions. Moreover, local narratives and cultural diversity are becoming central to ad content, prompting brands to craft relatable and authentic messaging. As this landscape evolves, industry stakeholders must prioritize personalized marketing strategies to effectively engage with the distinct preferences and values of South African gamers, ultimately shaping future advertising approaches.

    Local special circumstances:
    In South Africa, the In-game Advertising market is influenced by a unique blend of cultural diversity and regional disparities. With 11 official languages and a rich tapestry of cultures, advertisers are compelled to create localized content that resonates with various demographics. Moreover, the country's urban-rural divide affects gaming accessibility, prompting brands to tailor their strategies for both mobile and console users. Regulatory factors, such as advertising standards and youth protection laws, further shape the landscape, compelling marketers to innovate while adhering to local guidelines.

    Underlying macroeconomic factors:
    The In-game Advertising market in South Africa is significantly shaped by macroeconomic factors including overall economic stability, consumer spending power, and technological advancements. With a fluctuating GDP and varying inflation rates, the national economic health directly influences disposable income and, consequently, gaming expenditures. Additionally, the rise in mobile connectivity and internet accessibility enhances the reach of in-game ads, particularly in urban areas. Fiscal policies that support digital innovation and tax incentives for tech companies further stimulate market growth. Global economic trends, such as the increasing popularity of eSports and mobile gaming, also create opportunities for advertisers to engage with diverse consumer segments effectively.

    Users

    Most recent update:

    Source: Statista Market Insights

    Demographics

    Most recent update:

    Sources: Statista Market Insights, Statista Consumer Insights Global

    Global Comparison

    Most recent update:

    Source: Statista Market Insights

    Methodology

    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.

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    Key Market Indicators

    Notes: Based on data from IMF, World Bank, UN and Eurostat

    Most recent update:

    Source: Statista Market Insights

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