In-game Advertising - Worldwide

Worldwide

Highlights

Revenue in the In-game Advertising market worldwide is projected to reach US$124.45bn in 2025.
Revenue is expected to demonstrate an annual growth rate (CAGR 2025-2029) of 8.02%, leading to a projected market volume of US$169.41bn by 2029.
The average revenue per user (ARPU) is anticipated to be US$46.35.
In a global context, the highest revenue will be generated China, with an expected total of US$52.38bn in 2025.
Worldwide, in-game advertising is increasingly recognized as a vital strategy for brands aiming to engage younger audiences immersed in digital entertainment.

Market definitionIn-Scope/Out-of-scopeMarket structureReportsMethodology

The In-game Advertising Market within the Games Market is experiencing substantial growth globally, fueled by factors such as increasing mobile gaming popularity, enhanced targeting capabilities, and the integration of immersive ad experiences that engage players effectively.

Customer preferences: Consumers are increasingly gravitating towards personalized gaming experiences, prompting a rise in demand for targeted in-game advertising that resonates with diverse player demographics. The integration of culturally relevant ads and localized content is becoming crucial as players seek authenticity and connection with the gaming environment. Additionally, the popularity of social gaming is influencing the desire for interactive ad formats that foster community engagement and enhance brand experiences, reflecting evolving lifestyle preferences that prioritize connectivity and immersive interactions.

Trends in the market: In the gaming industry, the in-game advertising market is experiencing a surge in demand for personalized ad experiences, as players increasingly favor tailored content that resonates with their diverse backgrounds. In North America, brands are leveraging data-driven strategies to deliver culturally relevant ads that enhance player immersion. In Asia, the rise of mobile gaming is prompting the integration of interactive ad formats that encourage community engagement. In Europe, advertisers are focusing on creating authentic partnerships with game developers to maintain credibility and foster long-term brand loyalty among gamers.

Local special circumstances: In Mainland China, the in-game advertising market thrives due to the government's stringent regulations promoting local content, encouraging brands to collaborate with domestic developers for culturally resonant campaigns. The United States sees a competitive landscape fueled by advanced data analytics, enabling tailored advertising that enhances user engagement and loyalty. In the United Kingdom, brands prioritize transparency and ethical advertising practices, fostering trust with players. Meanwhile, Japan's unique gaming culture emphasizes aesthetic integration of ads, leading to creative partnerships that blend seamlessly with gameplay and resonate with local gamers.

Underlying macroeconomic factors: The in-game advertising market is significantly influenced by macroeconomic factors such as consumer spending trends, technological advancements, and regulatory environments. In regions like Mainland China, government policies favoring local content stimulate collaborations between brands and domestic developers, fostering a thriving ad ecosystem. Conversely, in the United States, robust economic performance supports high investment in data analytics, enhancing targeted advertising initiatives. In the UK, a focus on ethical advertising practices aligns with consumer trust, while Japan's cultural emphasis on aesthetics drives innovative ad integration. These factors collectively shape the dynamics of the global in-game advertising landscape.

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.

In-game Advertising - Worldwide

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