In-game Advertising - Western Africa

Western Africa

Highlights

In Western Africa, revenue in the In-game Advertising market market is projected to reach US$33.83m in 2024.
Revenue in this region is expected to show an annual growth rate (CAGR 2024-2029) of 8.74%, resulting in a projected market volume of US$51.42m by 2029.
The average revenue per user (ARPU) in Western Africa is expected to amount to US$0.24.
In global comparison, most revenue will be generated China, with figures reaching US$46.61bn in 2024.
In-game advertising in Nigeria is rapidly evolving, reflecting the country's growing digital landscape and increasing youth engagement with mobile gaming platforms.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureReportsMethodology

The In-game Advertising market in Western Africa is experiencing significant growth and development. Customer preferences in Western Africa are shifting towards digital entertainment and gaming, driving the demand for in-game advertising. With the increasing popularity of smartphones and affordable data plans, more people in the region are accessing mobile games and spending a significant amount of time playing them. This has created a lucrative market for advertisers to reach a large and engaged audience through in-game advertising. Trends in the market indicate that advertisers are recognizing the potential of in-game advertising in Western Africa. They are leveraging this medium to promote their products and services, as well as to engage with consumers in a more interactive and immersive way. In-game advertising offers a unique opportunity for brands to reach their target audience in a non-intrusive manner, as ads are seamlessly integrated into the gaming experience. This form of advertising allows for precise targeting based on user demographics, preferences, and behavior, ensuring that ads are relevant and effective. Local special circumstances in Western Africa further contribute to the growth of the in-game advertising market. The region has a large and young population, with a growing middle class that has disposable income to spend on gaming and entertainment. Additionally, Western Africa has a vibrant gaming culture, with local game developers creating unique and engaging games that resonate with the local audience. This provides an ideal platform for in-game advertising, as advertisers can collaborate with these developers to create customized and localized ad campaigns that resonate with the target market. Underlying macroeconomic factors also play a role in the development of the in-game advertising market in Western Africa. The region has been experiencing economic growth, with increasing investment in infrastructure and technology. This has improved internet connectivity and access to smartphones, making it easier for people to engage with digital content and games. As the economy continues to develop, more people are expected to join the gaming community, further fueling the demand for in-game advertising. In conclusion, the In-game Advertising market in Western Africa is growing rapidly due to customer preferences for digital entertainment, the recognition of the potential of in-game advertising by advertisers, local special circumstances such as a young population and a vibrant gaming culture, and underlying macroeconomic factors such as economic growth and improved internet connectivity. This market presents a significant opportunity for advertisers to reach a large and engaged audience in a highly targeted and effective manner.

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.