Global In-Game Advertising Market Report and Forecast 2024-2032

Global In-Game Advertising Market Size

The global in-game advertising market reached approximately USD 8.49 billion in 2023. The market is further projected to grow at a CAGR of 10.4% between 2024 and 2032, reaching a value of USD 21.09 billion by 2032.

Key Trends in the Market

In-game advertising refers to integration of advertisement elements into the contents of the game, whether explicitly or subtly. The advertisements can take various forms including embedded video ads, virtual billboards, brand partnerships, and product placement within the game, among others. The aim of such advertisements is to maximise brand visibility and reach players in a targeted manner.

• The increasing popularity of gaming owing to rising influence of social media is boosting the in-game advertising market growth. The undivided attention provided by the players to the games makes them more likely to remember the advertisement and check the advertised service or product.

• Due to the easy to scale and flexible nature of dynamic in-game advertisements, they are used for geo-targeting opted-in users. Dynamic ads are also preferred by various brands as they can be updated in real-time and can be displayed in various formats including interstitial ads, native banners, contextual ads, and playable ads, among others.

• The growing awareness about the various benefits offered by in-game advertisements including increased reach and return on investment, simple configuration of adverts, low advertising costs, and rapid integration, among others are providing lucrative growth opportunities to the market.

Global In-Game Advertising Market Analysis

On the basis of type, the market is divided into static ads, advergaming, and dynamic ads. Based on device type, the market is bifurcated into PC/ laptop and smartphone/ tablet.

On the basis of region, the in-game advertising market segmentation includes North America, Europe, the Asia Pacific, Latin America, and the Middle East and Africa.

The comprehensive EMR report provides an in-depth assessment of the market based on the Porter's five forces model along with giving a SWOT analysis. The report gives a detailed analysis of the following key players in the market, covering their competitive landscape and latest developments like mergers, acquisitions, investments, and expansion plans.

• Blizzard Entertainment, Inc. 

• Unity Technologies (ironSource Ltd.) 

• RapidFire, Inc. 

• Gadsme 

• AdlnMo Ltd. 

• AdSparc Pty Ltd. (Iion) 

• Anzu Virtual Reality Ltd. 

• Adverty AB 

• Bidstack Ltd. 

• Frameplay Corporation 

• Others

Market Share by Device Type

PC/ laptop is anticipated to account for a significant in-game advertising market share over the forecast period. This growth can be attributed to the availability of high graphic resolutions of these devices that aid in providing enhanced user experience. The flexibility offered by laptops is further bolstering their utilisation for gaming. PCs/ laptops also contain powerful consoles and large keyboards and can be customised, that further enhance the gaming experience.

Market Share by Region

North America accounts for a significant share of the market owing to the strong presence of various key market players in the region including Blizzard Entertainment, Inc., Unity Technologies (ironSource Ltd.), and RapidFire, Inc., among others. The rapid sale of laptops, smartphones, and PCs, among other electronic devices is North America is further aiding the market expansion. The non-intrusive nature of the ads allows the player to view the game while playing, bolstering the in-game advertising market demand.

Competitive Landscape

Blizzard Entertainment, Inc., headquartered in California, United States, is one of the leading video game publishers and developers. The products provided by the company include hearthstone, diablo series, overwatch series, warcraft series, and StarCraft series, among others.

Unity Technologies (ironSource Ltd.) is a software and video game development company that is based in San Francisco, United States. The company is best known for the development of unity, a licensed game engine that is used for creating video games.

RapidFire, Inc. is an advertising services company that was founded in 2010 and is headquartered in Vancouver, British Columbia, Canada. The company specialises in static in-gaming advertising, advergaming, and dynamic in-game advertising, among others.

Other in-game advertising market key players include Gadsme, AdlnMo Ltd., AdSparc Pty Ltd. (Iion), Anzu Virtual Reality Ltd., Adverty AB, Bidstack Ltd., and Frameplay Corporation, among others.

Key Highlights of the Report