In-Game Advertising Global Market Report 2024

The in-game advertising market size has grown rapidly in recent years. It will grow from $8.84 billion in 2023 to $9.89 billion in 2024 at a compound annual growth rate (CAGR) of 11.9%. The growth observed in the historical period can be attributed to the development of gaming platforms, the acceptance of in-game advertising, the incorporation of targeted advertising capabilities, the availability of measurement and analytics tools, and the implementation of dynamic in-game ad insertion (IGAI).

The in-game advertising market size is expected to see rapid growth in the next few years. It will grow to $15.92 billion in 2028 at a compound annual growth rate (CAGR) of 12.6%. The anticipated growth in the forecast period can be attributed to the utilization of data analytics and measurement tools, the overall development of the global gaming industry, innovation in ad formats, the increasing popularity of mobile gaming, and heightened investment in the gaming sector. Major trends expected in the forecast period include monetization strategies for game developers, the adoption of interactive and engaging ad formats, the prominence of e-sports and live events, brand partnerships and sponsorships, and a rise in the gaming audience.

The anticipated growth in the number of smartphone users is poised to drive the expansion of the in-game advertising market. Smartphones, which encompass cellular phones with built-in computers, operating systems, web browsing, and software application support, are integral to in-game advertising strategies. Advertisers and marketers utilize smartphones to execute mobile-centric marketing campaigns, targeting a broader audience and generating significant revenue. According to the International Telecommunication Union, as of November 2022, 73% of individuals aged 10 and above had access to smartphones, representing a 7% increase compared to the proportion of the general population with internet connectivity. Consequently, the surge in smartphone users is a key driver of growth in the in-game advertising market.

The increasing number of gamers is expected to further propel the growth of the in-game advertising market. The term 'gamer' refers to individuals engaging in various forms of electronic gaming, spanning from casual smartphone games to immersive console and PC gaming experiences. The expanding gamer community presents lucrative opportunities for in-game advertising, with advertisers leveraging this growing audience to implement innovative and engaging promotional strategies. According to the Australia Plays 2023 report by the Interactive Games and Entertainment Association, 81% of Australians are currently involved in video games, marking a 14% increase from the Digital Australia 2022 report two years prior. Hence, the rising number of gamers serves as a driving force for the in-game advertising market.

Innovation in product offerings has become a prominent trend in the in-game advertising market, with major companies focusing on developing cutting-edge solutions to enhance their market positions. For instance, InMobi Pte. Ltd., an India-based technology company specializing in in-game advertising, introduced in-game advertising on the InMobi exchange in April 2021. This unique offering allows companies to target premium mobile consumers with advertisements seamlessly integrated into the gaming environment, resembling digital promotional boards within in-game sports stadiums, esports arenas, or the popular casual and hypercasual gaming sector.

Strategic partnerships are a key approach adopted by major players in the in-game advertising market, facilitating the placement of ads in prominent gaming titles. In August 2023, Anzu.io, an Israel-based in-game advertising platform, announced a partnership with Gameloft SE, a France-based mobile games company. This collaboration integrates Anzu's non-intrusive in-game ad placements into Gameloft's open-world action-adventure game Gangstar Vegas, ensuring ads appear naturally throughout the virtual city, resembling real-life advertising placements on buildings, bus stops, and roadside billboards. Advertisers partnering with Anzu can target a highly engaged and diverse player base across the iOS and Android versions of the game.

In August 2021, Azerion, a Netherlands-based developer and publisher of gaming and video content, acquired Keymobile for an undisclosed amount. This strategic acquisition aims to strengthen Azerion's portfolio in ad tech solutions, enhancing its competitiveness in the mobile advertising sector. Keymobile, based in Sweden, operates in the in-game advertising market.

Major companies operating in the in-game advertising market report are Anzu Virtual Reality Ltd, Electronic Arts Inc., MediaSpike Inc., ironSource Ltd, Motive Interactive Inc, Playwire LLC, RapidFire Inc., WPP Plc., Activision Blizzard Media Ltd, Blizzard Entertainment Inc, AdInMo Ltd, Flurry Inc., Bidstack Ltd, HotPlay Co. Ltd, Double Fusion Limited, Giftgaming Ltd, Adscape International LLC, Admix Foods Private Limited, Adverty AB, Azerion Group N.V., GameInfluencer, Gameloft S. A., Google Inc., mKhoj Solutions Private Limited, Kargo Global Ltd, Kool Things, Tracxn Technologies Private Limited, LoopMe Ltd., MobileFuse LLC, Nativex LLC.

North America was the largest region in the in-game advertising market share in 2023. The regions covered in the in-game advertising market report are Asia-Pacific, Western Europe, Eastern Europe, North America, South America, Middle East, Africa. The countries covered in the in-game advertising market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Russia, South Korea, UK, USA, Canada, Italy, Spain.

The primary types of in-game advertising include static ads, dynamic ads, and advergaming. Static ads involve advertising that remains unchanged for a specific individual and is designed for general promotions. Advertisers use static ads to reach a broad audience and enhance awareness of their business by enabling players to interact with the advertisements. The major platforms utilized for displaying online and standalone advertising are mobile, computing, and console.

The in-game advertising market research report is one of a series of new reports that provides in-game advertising market statistics, including in-game advertising industry global market size, regional shares, competitors with an in-game advertising market share, detailed in-game advertising market segments, market trends and opportunities, and any further data you may need to thrive in the in-game advertising industry. This in-game advertising market research report delivers a complete perspective of everything you need, with an in-depth analysis of the current and future scenario of the industry.

The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD, unless otherwise specified).

The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.


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