In-game Advertising - Thailand

Thailand

Highlights

In Thailand, revenue in the In-game Advertising market market is projected to reach US$133.80m in 2024.
This revenue is expected to show an annual growth rate (CAGR 2024-2029) of 10.50%, leading to a projected market volume of US$220.40m by 2029.
The average revenue per user (ARPU) in Thailand is anticipated to amount to US$14.50.
In a global context, the majority of revenue will be generated China, with figures reaching US$46.61bn in 2024.
In Thailand, the rise of mobile gaming is significantly enhancing the potential for in-game advertising, attracting both local and international brands to engage with gamers.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureReportsMethodology

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

Customer preferences: Thailand has a large and growing gaming population, with a strong preference for mobile gaming. Mobile gaming is particularly popular due to its convenience and accessibility, allowing users to play games anytime and anywhere. Thai gamers also show a preference for free-to-play games, which often rely on in-game advertising as a source of revenue.

Trends in the market: One of the key trends in the In-game Advertising market in Thailand is the increasing adoption of native advertising. Native ads seamlessly blend into the gaming environment, providing a more immersive experience for players. This type of advertising is less intrusive and more likely to capture the attention of gamers. Advertisers are also leveraging the power of influencer marketing in the gaming industry, partnering with popular Thai gaming influencers to promote their brands and products within games. This strategy helps to build trust and credibility among the gaming community. Another trend in the market is the use of programmatic advertising. Programmatic advertising allows advertisers to target specific audiences and deliver personalized ads in real-time. This technology is gaining traction in Thailand, as advertisers recognize the importance of reaching the right audience with the right message at the right time. Programmatic advertising also offers efficiency and cost-effectiveness, making it an attractive option for advertisers in the In-game Advertising market.

Local special circumstances: Thailand has a strong gaming culture and a high level of smartphone penetration, which contributes to the growth of the In-game Advertising market. The Thai government has also recognized the economic potential of the gaming industry and has implemented policies to support its development. This includes initiatives to promote game development and attract foreign investment in the sector. These efforts have created a favorable environment for the In-game Advertising market to thrive in Thailand.

Underlying macroeconomic factors: Thailand's strong economic growth and rising disposable income levels have contributed to the growth of the In-game Advertising market. As more Thai consumers have the means to spend on entertainment and leisure activities, the demand for gaming and in-game advertising has increased. Additionally, the COVID-19 pandemic has further accelerated the growth of the In-game Advertising market, as people spent more time at home and turned to gaming for entertainment. The shift towards digital advertising in general has also played a role in the development of the In-game Advertising market in Thailand, as advertisers allocate more of their budgets to digital channels. Overall, the In-game Advertising market in Thailand is experiencing rapid growth and development, driven by customer preferences for mobile gaming, the adoption of native and programmatic advertising, local support for the gaming industry, and favorable macroeconomic factors. As the market continues to evolve, advertisers and game developers in Thailand will need to stay abreast of the latest trends and technologies to effectively reach and engage with the gaming audience.

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.