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

According to this report, the global in-game advertising market size reached a value of USD 8.49 billion in 2023. Aided by the growing popularity of gaming platforms, the adoption of advanced technologies, and shifting consumer behaviour, the market is projected to further grow at a CAGR of 10.4% between 2024 and 2032 to reach a value of USD 21.09 billion by 2032.

As per the in-game advertising market analysis, gaming has emerged as a mainstream form of entertainment, with millions of players worldwide engaging in gaming activities across various platforms, including consoles, PCs, and mobile devices. As gaming audiences continue to grow and diversify, brands are increasingly leveraging in-game advertising to connect with this captive and highly engaged audience.

As per the in-game advertising market outlook, traditional advertising channels such as television, print, and radio are experiencing declining viewership and engagement, particularly among younger demographics. In contrast, gaming offers a highly immersive and interactive environment where brands can capture the attention of audiences in a non-intrusive manner, driving brand awareness, affinity, and purchase intent.

Technological advancements, including real-time bidding (RTB) platforms, programmatic advertising, and data analytics, are revolutionising in-game advertising capabilities and fuelling the in-game advertising market growth. Advertisers can leverage advanced targeting, measurement, and optimisation tools to deliver personalized and contextually relevant ads to gaming audiences, maximising campaign effectiveness and ROI.

The proliferation of free-to-play (F2P) games, supported by in-game advertising and microtransactions, has expanded the reach and accessibility of in-game advertising opportunities. Ad-supported F2P games offer brands a vast and diverse audience base, enabling them to reach players across different genres, demographics, and geographies with tailored advertising messages, and propelling the in-game advertising market expansion.

Native advertising and contextual placements are gaining traction in the in-game advertising landscape. Advertisers are integrating branded content seamlessly into the gaming environment, aligning with the game's aesthetics, narrative, and user experience to enhance engagement and brand affinity among players.

Dynamic in-game advertising technologies in the in-game advertising market enable the delivery of personalised and contextually relevant ads based on player demographics, behaviour, and preferences. Advertisers can tailor ad content, formats, and placements dynamically to match individual player profiles, enhancing relevance and engagement while minimising ad fatigue and intrusion.

Advertisers are exploring innovative ad formats and interactive experiences to captivate gaming audiences and drive brand engagement. From interactive mini-games and branded quests to in-game events and virtual sponsorships, brands are creating immersive and memorable ad experiences that resonate with players and foster brand interaction.

With gaming audiences fragmented across multiple platforms and devices, advertisers are adopting cross-platform and multi-channel advertising strategies to maximise reach and impact which can boost the in-game advertising market share. Integrated campaigns spanning console games, mobile apps, social media platforms, and streaming services enable brands to engage players across their gaming journey and touchpoints, driving brand awareness and recall.

The global in-game advertising market holds immense potential for growth and innovation, driven by the convergence of gaming, advertising, and technology. As gaming continues to evolve as a dominant entertainment medium, in-game advertising will play a pivotal role in shaping the future of digital marketing, offering brands unparalleled opportunities to connect with audiences in dynamic and immersive virtual environments.

Market Segmentation

The market can be divided based on type, device type, and region.

Market Breakup by Type

• Static Ads
• Advergaming
• Dynamic Ads

Market Breakup by Device Type

• PC/Laptop
• Smartphone/Tablet

Market Breakup by Region

• North America
• Europe
• Asia Pacific
• Latin America
• Middle East and Africa

Competitive Landscape

The report looks into the market shares, plant turnarounds, capacities, investments, and mergers and acquisitions, among other major developments, of the leading companies operating in the global in-game advertising market. Some of the major players explored in the report are as follows:

• 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