Market Insights Digital Digital Media Video Games

In-game Advertising - EU-27

EU-27

The In-game Advertising market in the EU-27 is forecasted to reach a revenue of US$4.95bn by 2024.
This projection indicates an expected annual growth rate (CAGR 2024-2027) of 10.45%, leading to a market volume of US$6.67bn by 2027.
Additionally, the number of users in this market is expected to reach 0.00 by 2027.
The user penetration rate is anticipated to be 0.00 in 2024 and is projected to remain at 0.00 by 2027.
When compared globally, China is predicted to generate the highest revenue in the In-game Advertising market, with an estimated revenue of US$46,610.00m in 2024.
Furthermore, the average revenue per user (ARPU) in this market is projected to be US$7.28 in 2024.
In the EU-27, Germany leads the way in in-game advertising, with a strong focus on integrating brands seamlessly into the gaming experience.

Key regions: China, India, Japan, Germany, Europe

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Analyst Opinion

In recent years, in-game advertising has become increasingly popular, with more game developers and publishers incorporating it into their titles. As the number of gamers continues to rise, advertisers are recognizing the potential of this medium and investing more in this space.

One of the key trends in in-game advertising is the use of targeted ads. By leveraging user data and machine learning algorithms, advertisers can target ads to specific audiences, making them more relevant and effective. This trend is likely to continue as advertisers seek to optimize their ad spend and improve their ROI. Many games now feature in-app purchases, which provide an additional opportunity for advertisers to promote their products or services. For example, a game might offer players the chance to earn extra points or in-game currency by watching a short ad.

According to our research, the cloud gaming market is projected to see substantial growth in the coming years. By 2027, the market size is expected to reach US$46.06 billion, with a Compound Annual Growth Rate (CAGR) of 9.33%.

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., the Statista Global Consumer Survey), 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. GCS data is unbiased for representativeness.