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US In-Game Ad Revenues Forecast 2024: Mobile Still Dominates as New Ad Formats Attract Brands

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  • May 2024
  • Region: United States
  • Emarketer
  • ID: 5979441

In-game advertising will maintain solid growth over the next few years, but its share of digital ad spending will decline, despite heightened brand interest.

After a few tumultuous years, in-game advertising will grow solidly through 2028. Game developers still buy most of the ads served in games. But new, more standardized formats have lured brands that are attracted by gaming’s huge and diverse audience.

Key Question: How quickly is in-game advertising growing, and where are the opportunities for brands?

Key Stat: After 2023’s rapid increase in US game ad revenues, growth will hover at a steady rate in the next few years - but not fast enough to sustain gaming’s current share of overall digital ad revenues.

Key Report Features:

  • 2 Exportable files for easy reading, analysis and sharing.
  • 6 Charts: Reliable data in simple displays for presentations and quick decision making.
  • 7 Expert Perspectives: Insights from industry and company leaders.



Table of Contents

  • Executive Summary
  • The post-ATT game landscape gives brands new opportunities
  • In-game advertising will grow at a moderate pace as its share of digital ad spend remains small
  • The increased sophistication of games will attract more brand dollars
  • Sources
  • Media Gallery


  • Games Across All Devices Will Earn Roughly $1 in Ads for Every $40 in Digital Ad Spending in the US
  • Ad Spending in Digital Games Continues to Underperform Compared to Time Spent
  • US Mobile In-Game Ad Spending Growth Will Slow in 2024
  • King Increases Its Lead Over TakeTwo in Mobile Gaming
  • Advertising Console, Handheld, and Desktop Games Will Hit $1 Billion in Annual Spending in 2026
  • Advertising in Gaming Videos Is a Multimillion Dollar Market