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In-Game Advertising (IGA): Global Markets

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    Report

  • 130 Pages
  • September 2022
  • Region: Global
  • BCC Research
  • ID: 5661106
Description Jump to:

This report provides an overview of the global market for IGA and analyzes market trends. Using 2021 as the base year, the report provides estimated market data for the forecast period of 2022 through 2027. This report also offers insights on the drivers, restraints and opportunities for the market, which were gathered through primary and secondary research. It also covers various market factors, including COVID-19 impact, Porter's Five Forces, PEST analysis and use case analysis.

This report has been prepared in a simple, easy-to-understand format, with tables and charts/figures. The report's scope includes a detailed study of global and regional markets by advertising type, device type and end user. The qualitative and quantitative data of all segments are provided in the report. The report examines each segment, determines its current market size and estimates its future market sizes with compound annual growth rates (CAGRs).

The report also provides profiles of the significant IGA players and their strategies for enhancing their market presence. The report also discusses the competitive landscape, with a ranking of the top IGA providers in 2021.

Report Includes

  • 42 data tables and 50 additional tables
  • A comprehensive overview of the global market for in-game advertising (IGA)
  • Analyses of the global market trends, with market revenue data for 2021, estimates for 2022, forecasts for 2023, and projections of compound annual growth rates (CAGRs) through 2027
  • Estimation of the actual market size and revenue forecast for in-game advertising market, and corresponding market share analysis based on type of ads, device, end-user, and region
  • Updated information on market opportunities and drivers, key shifts and regulations, industry specific challenges, and other region-specific macroeconomic factors that will shape this market demand in the coming years (2022-2027)
  • Coverage of the technological, economic, and business considerations of the in-game advertising industry, and its vendor landscape
  • Latest information on the recent market developments, merger and acquisition deals, partnerships, agreements, collaborations, and other strategic alliances within global in-game advertising market
  • Market share analysis of the key market participants in global IGA market, their product portfolio, research priorities, and the company competitive landscape
  • Descriptive company profiles of the market leading players, including Alphabet Inc., Dentsu Group Inc., FreakOut Holdings Inc., Meta Platforms Inc. and Vivendi SE

Table of Contents

Chapter 1 Introduction
1.1 Study Goals and Objectives
1.2 Reasons for Doing this Study
1.3 Scope of Report
1.4 Information Sources
1.5 Research Methodology
1.6 Intended Audience
1.7 Geographic Breakdown
1.8 Analyst's Credentials
1.9 Custom Research
1.10 Related Research Reports
Chapter 2 Summary and Highlights
Chapter 3 Market Overview
3.1 Introduction
3.1.1 Market Evolution/History
3.2 Market Factors
3.2.1 Covid-19 Impact
3.2.2 Porter's Five Forces Analysis
3.2.3 Pest Analysis
3.3 Use-Case Analysis
Chapter 4 Market Dynamics and Trends
4.1 Introduction
4.1.1 Market Drivers
4.1.2 Market Restraints
4.1.3 Market Challenges
4.1.4 Market Opportunities
4.2 Market Trends
4.2.1 Virtual Reality (Vr)
4.2.2 Metaverse
4.2.3 5G Technology
4.2.4 Cloud Gaming
Chapter 5 Market Breakdown by Type of Ad
5.1 Introduction
5.2 Static Ads
5.2.1 Regional Markets for Static Ads
5.3 Dynamic Ads
5.3.1 Types of Diga
5.3.2 Regional Markets for Dynamic Ads
5.4 Advergaming
5.4.1 Regional Markets for Advergaming
Chapter 6 Market Breakdown by Device Type
6.1 Introduction
6.2 Pc/Laptop
6.2.1 Regional Markets for Pc/Laptop Devices
6.3 Smartphones/Tablets
6.3.1 Regional Markets for Smartphone/Tablet Devices
Chapter 7 Market Breakdown by End-user
7.1 Introduction
7.2 Gen X
7.2.1 Regional Markets for Gen X
7.3 Gen Y/Millennials
7.3.1 Regional Markets for Millennials
7.4 Gen Z
7.4.1 Regional Markets for Gen Z
Chapter 8 Market Breakdown by Region
8.1 Introduction
8.2 North American Market Outlook
8.2.1 North American Market, by Country
8.2.2 North American Market, by Segment
8.3 European Market Outlook
8.3.1 European Market, by Country
8.3.2 European Market, by Segments
8.4 Asia-Pacific Market Outlook
8.4.1 Asia-Pacific Market, by Country
8.4.2 Asia-Pacific Market, by Segment
8.5 Rest of the World Market Outlook
8.5.1 South America
8.5.2 Row Market, by Segment
Chapter 9 Competitive Landscape
9.1 Top Companies
9.1.1 Market Ranking of Iga Players
9.2 Iga Pricing Models
9.3 Strategic Analysis
9.3.1 Product Launches and Developments
9.3.2 Agreements, Collaborations and Partnerships
9.3.3 Mergers and Acquisitions
9.3.4 Investments and Funding
Chapter 10 Company Profiles
  • Activision Blizzard Inc.
  • Adverty Ab
  • Alphabet Inc.
  • Anzu Virtual Reality Ltd.
  • Bidstack Group plc
  • Dentsu Group Inc.
  • Electronic Arts Inc.
  • Frameplay
  • Freakout Holdings Inc.
  • Gadsme
  • Inmobi
  • Ironsource Ltd.
  • Landvault
  • Meta Platforms Inc.
  • Nextplay Technologies Inc.
  • Overwolf Ltd.
  • Rapidfire Inc.
  • Sayollo Inc.
  • Viant Technology LLC
  • Vivendi Se
Chapter 11 Appendix: Abbreviations
List of Tables
Summary Table: Global Market for IGA, by Type of Ad, Through 2027
Table 1: IGA Use Cases
Table 2: Global Market for IGA, by Type of Ad, Through 2027
Table 3: Global Market for Static Ads in IGA, by Region, Through 2027
Table 4: Global Market for Dynamic Ads in IGA, by Region, Through 2027
Table 5: Global Market for Advergaming in IGA, by Region, Through 2027
Table 6: Global Market for IGA, by Device Type, Through 2027
Table 7: Global Market for PC/Laptop Devices in IGA, by Region, Through 2027
Table 8: Global Market for Smartphone/Tablet Devices in IGA, by Region, Through 2027
Table 9: Global Market for IGA, by End User, Through 2027
Table 10: Global Market for IGA Used by Gen Xers, by Region, Through 2027
Table 11: Global Market for IGA by Gen Y/Millennial End Users, by Region, Through 2027
Table 12: Global Market for IGA by Gen Z End Users, by Region, Through 2027
Table 13: Global Market for IGA, by Region, Through 2027
Table 14: North American Market for IGA, by Country, Through 2027
Table 15: North American Market for IGA, by Type of Ad, Through 2027
Table 16: North American Market for IGA, by Device Type, Through 2027
Table 17: North American Market for IGA, by End User, Through 2027
Table 18: European Market for IGA, by Country, Through 2027
Table 19: European Market for IGA, by Type of Ad, Through 2027
Table 20: European Market for IGA, by Device Type, Through 2027
Table 21: European Market for IGA, by End User, Through 2027
Table 22: Asia-Pacific Market for IGA, by Country, Through 2027
Table 23: Asia-Pacific Market for IGA, by Type of Ad, Through 2027
Table 24: Asia-Pacific Market for IGA, by Device Type, Through 2027
Table 25: Asia-Pacific Market for IGA, by End User, Through 2027
Table 26: RoW Market for IGA, by Sub-region, Through 2027
Table 27: RoW Market for IGA, by Type of Ad, Through 2027
Table 28: RoW Market for IGA, by Device Type, Through 2027
Table 29: RoW Market for IGA, by End User, Through 2027
Table 30: Top 20 Players in the IGA Market, 2021
Table 31: Market Ranking of Established IGA Vendors in 2021
Table 32: Market Ranking of Medium-sized IGA Vendors in 2021
Table 33: Market Ranking of Small IGA Vendors in 2021
Table 34: Pricing Models of IGA Vendors
Table 35: Product Launches and Developments, September 2020 to August 2022
Table 36: Agreements, Collaborations and Partnerships, September 2020 to August 2022
Table 37: M&A, 2020-2022
Table 38: Investments and Funding, January 2021 to June 2022
Table 39: Activision Blizzard Inc.: Company Snapshot
Table 40: Activision Blizzard, Inc.: Product Information
Table 41: Activision Blizzard, Inc.: Annual Revenue, 2019-2021
Table 42: Adverty AB: Company Snapshot
Table 43: Adverty AB: Product Information
Table 44: Adverty AB: Annual Revenue, 2019-2021
Table 45: Alphabet Inc.: Company Snapshot
Table 46: Alphabet Inc.: Product Information
Table 47: Alphabet Inc.: Annual Revenue, 2019-2021
Table 48: Anzu Virtual Reality Ltd.: Company Snapshot
Table 49: Anzu Virtual Reality Ltd.: Product Information
Table 50: Bidstack Group PLC: Company Snapshot
Table 51: Bidstack Group PLC: Product Information
Table 52: Bidstack Group PLC: Annual Revenue, 2019-2021
Table 53: Dentsu Group Inc.: Company Snapshot
Table 54: Dentsu Group Inc.: Product Information
Table 55: Dentsu Group Inc.: Annual Revenue, 2019-2021
Table 56: Electronic Arts Inc.: Company Snapshot
Table 57: Electronic Arts Inc.: Product Information
Table 58: Electronic Arts Inc.: Annual Revenue, 2019-2021
Table 59: Frameplay: Company Snapshot
Table 60: Frameplay: Product Information
Table 61: FreakOut Holdings Inc.: Company Snapshot
Table 62: FreakOut Holdings Inc.: Product Information
Table 63: FreakOut Holdings inc.: Annual Revenue, 2019-2021
Table 64: Gadsme: Company Snapshot
Table 65: Gadsme: Product Information
Table 66: InMobi: Company Snapshot
Table 67: InMobi: Product Information
Table 68: ironSource Ltd.: Company Snapshot
Table 69: IronSource Ltd.: Product Information
Table 70: IronSource Ltd.: Annual Revenue, 2019-2021
Table 71: Landvault: Company Snapshot
Table 72: LandVault: Product Information
Table 73: Meta Platforms Inc.: Company Snapshot
Table 74: Meta Platforms Inc.: Product Information
Table 75: Meta Platforms Inc.: Annual Revenue, 2019-2021
Table 76: NextPlay Technologies Inc.: Company Snapshot
Table 77: NextPlay Technologies Inc.: Product Information
Table 78: NextPlay Technologies Inc.: Annual Revenue, 2019-2021
Table 79: Overwolf Ltd.: Company Snapshot
Table 80: Overwolf Ltd.: Product Information
Table 81: RapidFire Inc.: Company Snapshot
Table 82: RapidFire Inc.: Product Information
Table 83: Sayollo Inc.: Company Snapshot
Table 84: Sayollo, Inc.: Product Information
Table 85: Viant Technology LLC: Company Snapshot
Table 86: Viant Technology: Product Information
Table 87: Viant Technology: Annual Revenue, 2019-2021
Table 88: Vivendi SE: Company Snapshot
Table 89: Vivendi SE: Product Information
Table 90: Vivendi SE: Annual Revenue, 2019-2021
Table 91: Abbreviations Used in This Report

List of Tables
Summary Table: Global Market for IGA, by Type of Ad, Through 2027
Table 1: IGA Use Cases
Table 2: Global Market for IGA, by Type of Ad, Through 2027
Table 3: Global Market for Static Ads in IGA, by Region, Through 2027
Table 4: Global Market for Dynamic Ads in IGA, by Region, Through 2027
Table 5: Global Market for Advergaming in IGA, by Region, Through 2027
Table 6: Global Market for IGA, by Device Type, Through 2027
Table 7: Global Market for PC/Laptop Devices in IGA, by Region, Through 2027
Table 8: Global Market for Smartphone/Tablet Devices in IGA, by Region, Through 2027
Table 9: Global Market for IGA, by End User, Through 2027
Table 10: Global Market for IGA Used by Gen Xers, by Region, Through 2027
Table 11: Global Market for IGA by Gen Y/Millennial End Users, by Region, Through 2027
Table 12: Global Market for IGA by Gen Z End Users, by Region, Through 2027
Table 13: Global Market for IGA, by Region, Through 2027
Table 14: North American Market for IGA, by Country, Through 2027
Table 15: North American Market for IGA, by Type of Ad, Through 2027
Table 16: North American Market for IGA, by Device Type, Through 2027
Table 17: North American Market for IGA, by End User, Through 2027
Table 18: European Market for IGA, by Country, Through 2027
Table 19: European Market for IGA, by Type of Ad, Through 2027
Table 20: European Market for IGA, by Device Type, Through 2027
Table 21: European Market for IGA, by End User, Through 2027
Table 22: Asia-Pacific Market for IGA, by Country, Through 2027
Table 23: Asia-Pacific Market for IGA, by Type of Ad, Through 2027
Table 24: Asia-Pacific Market for IGA, by Device Type, Through 2027
Table 25: Asia-Pacific Market for IGA, by End User, Through 2027
Table 26: RoW Market for IGA, by Sub-region, Through 2027
Table 27: RoW Market for IGA, by Type of Ad, Through 2027
Table 28: RoW Market for IGA, by Device Type, Through 2027
Table 29: RoW Market for IGA, by End User, Through 2027
Table 30: Top 20 Players in the IGA Market, 2021
Table 31: Market Ranking of Established IGA Vendors in 2021
Table 32: Market Ranking of Medium-sized IGA Vendors in 2021
Table 33: Market Ranking of Small IGA Vendors in 2021
Table 34: Pricing Models of IGA Vendors
Table 35: Product Launches and Developments, September 2020 to August 2022
Table 36: Agreements, Collaborations and Partnerships, September 2020 to August 2022
Table 37: M&A, 2020-2022
Table 38: Investments and Funding, January 2021 to June 2022
Table 39: Activision Blizzard Inc.: Company Snapshot
Table 40: Activision Blizzard, Inc.: Product Information
Table 41: Activision Blizzard, Inc.: Annual Revenue, 2019-2021
Table 42: Adverty AB: Company Snapshot
Table 43: Adverty AB: Product Information
Table 44: Adverty AB: Annual Revenue, 2019-2021
Table 45: Alphabet Inc.: Company Snapshot
Table 46: Alphabet Inc.: Product Information
Table 47: Alphabet Inc.: Annual Revenue, 2019-2021
Table 48: Anzu Virtual Reality Ltd.: Company Snapshot
Table 49: Anzu Virtual Reality Ltd.: Product Information
Table 50: Bidstack Group PLC: Company Snapshot
Table 51: Bidstack Group PLC: Product Information
Table 52: Bidstack Group PLC: Annual Revenue, 2019-2021
Table 53: Dentsu Group Inc.: Company Snapshot
Table 54: Dentsu Group Inc.: Product Information
Table 55: Dentsu Group Inc.: Annual Revenue, 2019-2021
Table 56: Electronic Arts Inc.: Company Snapshot
Table 57: Electronic Arts Inc.: Product Information
Table 58: Electronic Arts Inc.: Annual Revenue, 2019-2021
Table 59: Frameplay: Company Snapshot
Table 60: Frameplay: Product Information
Table 61: FreakOut Holdings Inc.: Company Snapshot
Table 62: FreakOut Holdings Inc.: Product Information
Table 63: FreakOut Holdings inc.: Annual Revenue, 2019-2021
Table 64: Gadsme: Company Snapshot
Table 65: Gadsme: Product Information
Table 66: InMobi: Company Snapshot
Table 67: InMobi: Product Information
Table 68: ironSource Ltd.: Company Snapshot
Table 69: IronSource Ltd.: Product Information
Table 70: IronSource Ltd.: Annual Revenue, 2019-2021
Table 71: Landvault: Company Snapshot
Table 72: LandVault: Product Information
Table 73: Meta Platforms Inc.: Company Snapshot
Table 74: Meta Platforms Inc.: Product Information
Table 75: Meta Platforms Inc.: Annual Revenue, 2019-2021
Table 76: NextPlay Technologies Inc.: Company Snapshot
Table 77: NextPlay Technologies Inc.: Product Information
Table 78: NextPlay Technologies Inc.: Annual Revenue, 2019-2021
Table 79: Overwolf Ltd.: Company Snapshot
Table 80: Overwolf Ltd.: Product Information
Table 81: RapidFire Inc.: Company Snapshot
Table 82: RapidFire Inc.: Product Information
Table 83: Sayollo Inc.: Company Snapshot
Table 84: Sayollo, Inc.: Product Information
Table 85: Viant Technology LLC: Company Snapshot
Table 86: Viant Technology: Product Information
Table 87: Viant Technology: Annual Revenue, 2019-2021
Table 88: Vivendi SE: Company Snapshot
Table 89: Vivendi SE: Product Information
Table 90: Vivendi SE: Annual Revenue, 2019-2021
Table 91: Abbreviations Used in This Report

Executive Summary

With millions of people playing video games every minute, gaming is arguably one of the most popular forms of entertainment on the planet. People have never played video games so much more than they have in the last few years. This has become a key attraction for brands to target customers for their products and services more effectively than ever before. Video games have now become a prevalent and profitable leisure activity. The rise of subscriptions in online gaming has opened up enormous revenue opportunities beyond the sale of game titles and equipment. The gaming industry turned out to be resilient to the global crisis and even demonstrated moderate growth. Games were surging in popularity as people in lockdown were exploring new ways to vent and connect with their peers. Video game usage has increased by 75% since the start of worldwide social distancing.

Across the globe, the rise of video games as a dominant form of recreation and socializing has boosted the demand for such interactive games. The popularity and growth of these games present significant and lucrative opportunities for advertisers to engage with interested consumers in relevant contexts. Due to the pandemic, almost all game genres have seen increased revenue from in-game advertising (IGA) in the last two years. The growth in this type of advertising is projected to increase further through 2027. Unfortunately, there is no universally applicable formula for maximizing IGA revenue. Still, it's no secret that in-game ads are on the rise.

IGA is one of the most rapidly expanding fields of marketing today. It helps brands to communicate with their target market, building familiarity with those who play these games. Advances in game graphics have led to the inclusion of in-game ads that look like a natural part of games. For instance, if an individual is playing a sports game, they might see billboards in the game promoting a product that looks like a miniature version of billboards in an actual stadium. Like all online ads, the objective of IGA is to increase brand recognition, promote a service or increase a product’s sales.

This growth rate is the directly result of the adoption of digital transformation technologies worldwide, the popularity of mobile gaming and increasing strategic alliances among game developers and advertisers. Companies seek to use state-of-the-art technology to achieve their business goals more efficiently. In this report, the global market for IGA has been segmented based on type of advertising, device type, end user and region. Based on type of ad, the IGAmarket has been segmented into static ads, dynamic ads and advergaming.

Companies Mentioned

  • Activision Blizzard Inc.
  • Adverty Ab
  • Alphabet Inc.
  • Anzu Virtual Reality Ltd.
  • Bidstack Group plc
  • Dentsu Group Inc.
  • Electronic Arts Inc.
  • Frameplay
  • Freakout Holdings Inc.
  • Gadsme
  • Inmobi
  • Ironsource Ltd.
  • Landvault
  • Meta Platforms Inc.
  • Nextplay Technologies Inc.
  • Overwolf Ltd.
  • Rapidfire Inc.
  • Sayollo Inc.
  • Viant Technology LLC
  • Vivendi Se

Table Information

Report AttributeDetails
No. of Pages130
PublishedSeptember 2022
Forecast Period2022 - 2027
Estimated Market Value ( USD ) in 2022 $ 7.8 Billion
Forecasted Market Value ( USD ) by 2027 $ 13.9 Billion
Compound Annual Growth Rate12.2%
Regions CoveredGlobal
No. of Companies Mentioned20

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