In-game Advertising - Spain

Spain

Highlights

In Spain, revenue in the In-game Advertising market market is projected to reach US$332.30m in 2024.
Revenue in this market is expected to show an annual growth rate (CAGR 2024-2029) of 12.08%, resulting in a projected market volume of US$587.70m by 2029.
The average revenue per user (ARPU) in Spain is expected to amount to US$20.60.
In a global context, it is noteworthy that the majority of revenue will be generated China, with projections indicating a figure of US$46.61bn in 2024.
In Spain, the evolving digital landscape is driving a significant increase in brand integration within mobile gaming experiences, enhancing user engagement and advertising effectiveness.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureReportsMethodology

The In-game Advertising market in Spain 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: Spanish customers have shown a growing preference for in-game advertising, as it provides a non-intrusive and engaging way for brands to reach their target audience. With the rise of mobile gaming and the increasing popularity of esports, more and more players are spending significant amounts of time playing games, creating ample opportunities for advertisers to reach them. Additionally, Spanish customers appreciate personalized and relevant advertisements that enhance their gaming experience, making in-game advertising an effective strategy for brands to connect with their target market.

Trends in the market: One of the key trends in the in-game advertising market in Spain is the integration of native advertisements within the gaming environment. This approach seamlessly incorporates brand messages into the game, making them feel like a natural part of the gaming experience. This trend has gained traction due to its effectiveness in capturing the attention of players without disrupting their gameplay. Another emerging trend is the use of programmatic advertising in the in-game space, allowing advertisers to automate the buying and selling of ad inventory, optimize targeting, and measure campaign performance in real-time. This trend is driven by the increasing availability of data and advanced targeting capabilities, enabling advertisers to deliver highly relevant ads to specific segments of the gaming audience.

Local special circumstances: Spain has a vibrant gaming culture, with a large and engaged community of gamers. The country has also seen a surge in the popularity of esports, with major tournaments and events attracting a significant audience. This unique gaming landscape presents ample opportunities for in-game advertising, as advertisers can tap into the enthusiasm and passion of the Spanish gaming community. Furthermore, Spain has a strong presence of game development studios and publishers, providing a conducive environment for collaborations between advertisers and game developers to create innovative and immersive advertising experiences.

Underlying macroeconomic factors: The growth of the in-game advertising market in Spain is also influenced by underlying macroeconomic factors. The country has experienced steady economic growth in recent years, leading to an increase in disposable income and consumer spending. This has resulted in a larger player base and higher engagement levels in the gaming industry, creating a larger audience for in-game advertising. Additionally, the widespread adoption of smartphones and the availability of affordable mobile data plans have further fueled the growth of mobile gaming, making it a lucrative platform for in-game advertising. In conclusion, the In-game Advertising market in Spain is experiencing significant growth due to changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors. With the continued rise of mobile gaming, the integration of native advertisements, and the use of programmatic advertising, the market is poised for further expansion in the coming years. Advertisers who can effectively leverage these trends and cater to the unique preferences of the Spanish gaming community will be well-positioned to capitalize on the opportunities in the in-game advertising market in Spain.

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.