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In-game Advertising - Southern Europe

Southern Europe

In Southern Europe, revenue in the In-game Advertising market market is projected to reach US$1.13bn in 2024.
Revenue in this region is expected to show an annual growth rate (CAGR 2024-2029) of 10.72%, resulting in a projected market volume of US$1.88bn by 2029.
The average revenue per user (ARPU) in Southern Europe is expected to amount to US$15.80.
In a global context, most revenue will be generated China, which is set to reach US$46,610.00m in 2024.
In Southern Europe, countries like Spain and Italy are increasingly integrating in-game advertising into their digital marketing strategies to engage younger, tech-savvy audiences.

Key regions: China, India, United States, Germany, Europe

Market

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Region comparison

Currency

Analyst Opinion

The In-game Advertising market in Southern Europe is experiencing significant growth and development due to a combination of customer preferences, market trends, local special circumstances, and underlying macroeconomic factors. Customer preferences in Southern Europe are playing a crucial role in the development of the In-game Advertising market. With the rising popularity of online gaming and the increasing number of gamers in the region, advertisers are recognizing the potential of reaching a highly engaged and captive audience through in-game advertising. Gamers in Southern Europe are open to receiving advertising messages within the gaming environment, as long as the ads are relevant, non-intrusive, and enhance their gaming experience. Trends in the market further contribute to the growth of in-game advertising in Southern Europe. Advertisers are shifting their focus from traditional forms of advertising to digital platforms, and in-game advertising offers a unique and effective way to reach the target audience. The advancements in technology have also made it easier for advertisers to integrate their ads seamlessly into the gaming environment, ensuring a more immersive and engaging experience for gamers. Additionally, the increasing popularity of mobile gaming in Southern Europe has opened up new opportunities for in-game advertising, as mobile games provide a highly accessible and convenient platform for advertisers to connect with their target audience. Local special circumstances in Southern Europe also contribute to the development of the In-game Advertising market. The region has a strong gaming culture, with a large number of gamers and gaming communities. This creates a fertile ground for in-game advertising, as advertisers can tap into the existing gaming ecosystem and leverage the influence of popular gamers and gaming influencers to promote their products or services. Furthermore, Southern Europe has a diverse and vibrant gaming market, with a wide range of genres and game types. This diversity allows advertisers to tailor their in-game ads to specific gaming communities and target niche audiences. Underlying macroeconomic factors also play a role in the growth of the In-game Advertising market in Southern Europe. The region has experienced steady economic growth in recent years, which has led to an increase in disposable income and consumer spending. This provides advertisers with a larger pool of potential customers and creates a favorable environment for investing in in-game advertising. Additionally, the digitalization of the economy and the increasing penetration of smartphones and internet connectivity have contributed to the growth of the gaming industry in Southern Europe, creating more opportunities for in-game advertising. In conclusion, the In-game Advertising market in Southern Europe is developing rapidly due to customer preferences, market trends, local special circumstances, and underlying macroeconomic factors. Advertisers are recognizing the potential of in-game advertising to reach a highly engaged audience, and advancements in technology have made it easier to integrate ads seamlessly into the gaming environment. The strong gaming culture, diverse gaming market, and steady economic growth in Southern Europe further contribute to the growth of the In-game Advertising market in the region.

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.