In-Game Advertising Market - Global Industry Size, Share, Trends, Opportunity, and Forecast, 2020-2030F

The In-Game Advertising Market was valued at USD 9.45 Billion in 2024, and is expected to reach USD 20.98 Billion by 2030, rising at a CAGR of 11.31%. The In-Game Advertising market is experiencing significant growth, driven by the increasing popularity of video games, particularly mobile gaming, which has created vast audiences for advertisers to reach. With over billion gamers worldwide, in-game ads provide a highly engaging platform to connect with diverse demographics.

Also, the rise of immersive gaming experiences, such as virtual reality (VR) and augmented reality (AR), offers new opportunities for creative ad placements. Another key driver is the ability for advertisers to target players in real-time, delivering personalized and contextually relevant ads. The growth of digital advertising budgets and the shift from traditional media to digital platforms further fuel this market's expansion. As gaming continues to evolve, in-game advertising becomes an essential tool for brand engagement.

Key Market Drivers

Rise in Mobile Gaming

The rise in mobile gaming is one of the primary drivers of the global in-game advertising market. As a part of this, according to a recent study, as of 2023, the global mobile gaming content market was valued at 136.2 billion U.S. dollars in 2023 and is expected to grow to 163.8 billion U.S. dollars by 2028, with Asia being the top revenue generator in this segment. Mobile gaming has seen explosive growth in recent years, with billions of players across the globe, contributing to a rapidly expanding market. Smartphones and tablets have made gaming more accessible, allowing users to play anywhere at any time, which in turn increases the amount of time spent on gaming apps.

This provides advertisers with a captive and engaged audience, creating lucrative opportunities for in-game advertising. In-game ads on mobile platforms are often non-intrusive and blend seamlessly with the game environment, offering brands a unique chance to reach players without disrupting their experience. Mobile games also allow for various types of ads, including display ads, rewarded video ads, and interactive ads, providing diverse formats for advertisers to choose from. Also, mobile games are increasingly free-to-play, and in-game ads become a crucial revenue stream for developers. This has led to a win-win situation where developers benefit from ad revenue, and advertisers can reach targeted audiences based on game type, demographics, and player behavior. As the mobile gaming sector continues to grow, the integration of in-game advertising is expected to evolve further, offering brands innovative ways to connect with consumers, making this a key driver of the market.

Key Market Challenges

Strict Government Norms

Strict government regulations and norms pose a significant challenge to the global in-game advertising market. As of July 2024, there are major changes in the Google gaming regulations. The Google Ads policy for daily fantasy sports (“DFS”) operators now allows them to run ads in various markets across the United States, provided they meet specific requirements. Since the inception of FanDuel, individual states have established regulations that significantly affect DFS operators and advertisers in their jurisdictions. It was inevitable that Google would revise its gaming advertising policies to respond to this ongoing trend.

As in-game advertising continues to grow, governments worldwide are implementing stricter policies to ensure consumer protection, privacy, and ethical advertising practices. These regulations can vary by region, which creates complexities for advertisers and game developers seeking to maintain compliance across multiple markets. For instance, countries in the European Union have enacted stringent data privacy laws, such as the General Data Protection Regulation (GDPR), which impose strict rules on data collection and user consent. This limits the ability of advertisers to target players based on personal data, reducing the effectiveness of targeted advertising.

Similarly, in regions like the United States, there are ongoing discussions about how to regulate advertising aimed at children, which can impact in-game ads in games targeting younger audiences. Also, some countries have specific restrictions on the types of products that can be advertised within games, such as alcohol, gambling, or political content. This can limit the variety of potential advertisers and may require game developers to adjust or remove certain types of ads. These varying regulatory landscapes increase operational complexity, making it more difficult for companies to execute global advertising strategies effectively. Therefore, staying ahead of these legal challenges is crucial for the in-game advertising market's continued growth.

Key Market Trends

Cross Platform Advertising

Cross-platform advertising is an emerging and powerful trend in the global in-game advertising market. As players engage with games across multiple platforms - such as mobile, console, and PC - advertisers are increasingly looking for ways to deliver consistent and integrated ad experiences across these platforms. The shift towards cross-platform advertising allows brands to reach a broader, more diverse audience while maintaining continuity and relevance in their messaging. This trend is driven by the growing number of gamers who play on multiple devices, making it essential for advertisers to create cohesive campaigns that work seamlessly across various platforms.

With players switching between devices, brands must ensure that their advertisements are optimized for different screen sizes, formats, and device capabilities. By utilizing cross-platform strategies, advertisers can target users based on their behavior across different platforms, allowing for more personalized and engaging ad experiences. Also, cross-platform advertising enhances the effectiveness of retargeting strategies. Advertisers can track user interactions with ads on one platform and then deliver relevant ads on another, improving the overall impact of campaigns. This trend is especially important in the context of mobile gaming's growth, as it allows advertisers to extend their reach beyond traditional mobile games and tap into the expanding console and PC gaming markets.

Key Market Players

• Activision Blizzard Media
• AppsFlyer Ltd
• Frameplay Corporation
• Pubfinity LLC
• Super League Enterprise, Inc
• Motive Interactive, Inc
• MediaSpike, Inc.
• Electronic Arts Inc.
• Playwire LLC
• Bidstack Limited

Report Scope:

In this report, the Global In-Game Advertising Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

In-Game Advertising Market, By Type:

• Static Ads
• Dynamic Ads
• Advergaming

In-Game Advertising Market, By Platform:

• Smartphone/Tablet
• PC/Laptop

In-Game Advertising Market, By Region:

• North America
• United States
• Canada
• Mexico
• Asia-Pacific
• China
• Japan
• India
• Australia
• South Korea
• Indonesia
• Europe
• France
• United Kingdom
• Italy
• Germany
• Spain
• South America
• Argentina
• Colombia
• Brazil
• Middle East & Africa
• South Africa
• Saudi Arabia
• UAE
• Turkey

Competitive Landscape

Company Profiles: Detailed analysis of the major companies present in the Global In-Game Advertising Market.

Available Customizations:

With the given market data, the publisher offers customizations according to a company's specific needs. The following customization options are available for the report.

Company Information

• Detailed analysis and profiling of additional market players (up to five).

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