In-game Advertising - Taiwan

Taiwan

Highlights

In Taiwan, revenue in the In-game Advertising market market is projected to reach US$280.90m in 2024.
Revenue in this market is expected to show an annual growth rate (CAGR 2024-2029) of 8.13%, resulting in a projected market volume of US$415.30m by 2029.
The average revenue per user (ARPU) in Taiwan is expected to amount to US$32.70.
In global comparison, most revenue will be generated China, with a projected figure of US$46.61bn in 2024.
In Taiwan, 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 Taiwan has been experiencing significant growth in recent years.

Customer preferences: One of the main reasons for this growth is the increasing popularity of mobile gaming in Taiwan. With a large percentage of the population owning smartphones, mobile gaming has become a favorite pastime for many Taiwanese consumers. As a result, advertisers are recognizing the potential of reaching this captive audience through in-game advertising.

Trends in the market: In-game advertising in Taiwan has also been driven by the rise of esports and live streaming platforms. Esports has gained a strong following in Taiwan, with professional gaming teams and tournaments attracting a dedicated fan base. This has created opportunities for brands to sponsor esports events and advertise within the games themselves. Additionally, live streaming platforms have become a popular way for gamers to share their gameplay experiences with others. These platforms often feature in-game advertising, allowing advertisers to reach a large and engaged audience.

Local special circumstances: Taiwan's unique cultural and linguistic landscape has also played a role in the development of the in-game advertising market. The Taiwanese market has a preference for localized content, including advertisements. Advertisers have recognized the importance of tailoring their in-game ads to the local audience, incorporating local language, imagery, and cultural references. This localized approach has helped to increase the effectiveness of in-game advertising campaigns in Taiwan.

Underlying macroeconomic factors: In addition to customer preferences and local special circumstances, several macroeconomic factors have contributed to the growth of the in-game advertising market in Taiwan. The country has a strong and stable economy, with a high level of disposable income among its population. This has created a favorable environment for advertisers, as consumers have the means to engage with in-game advertising and make purchases. Furthermore, Taiwan has a well-developed digital infrastructure, including high-speed internet and widespread smartphone usage. This has facilitated the growth of the mobile gaming industry and made it easier for advertisers to reach their target audience through in-game advertising. Overall, the In-game Advertising market in Taiwan is thriving due to the increasing popularity of mobile gaming, the rise of esports and live streaming platforms, the preference for localized content, and the country's strong macroeconomic factors. Advertisers are recognizing the potential of reaching the captive audience within games and are tailoring their campaigns to resonate with the local market. With the continued growth of the gaming industry in Taiwan, the in-game advertising market is expected to further expand in the future.

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.