In-Game Advertising Market Overview: Understanding Demand Dynamics

In-Game Advertising Market Overview: Understanding Demand Dynamics

May 13, 2024

TechSci Research's report, "In-Game Advertising Market – Global Industry Size, Share, Trends, Competition, Opportunity, and Forecast, 2018-2028," delineates in-game advertising as the strategic placement of advertisements or promotional content within video games. This practice involves embedding ads into the gaming experience, often through methods like virtual billboards, branded objects, sponsored locations, or dynamic product placements.

In recent times, in-game advertising has surged in popularity as a monetization avenue for game developers and publishers. Advertisers view it as an effective means to engage with a vast and captivated audience, especially within online multiplayer games or those with high player retention rates.

Three primary types of in-game advertising exist: static ads, dynamic ads, and advergaming. Static ads entail fixed advertisements that remain unchanged in content, typically comprising images, text, or simple animations. They are prevalent on websites, billboards, print media, or other static platforms, lacking interactivity and personalization.

Dynamic ads, conversely, offer personalized content tailored to various factors such as user behavior, demographics, or browsing history. They dynamically adjust their content to provide a more relevant and personalized experience to viewers, commonly utilized in online advertising across social media platforms and display ad networks.

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Advergaming encompasses incorporating advertisements or branding within video games, utilizing games as a medium for delivering advertising messages or promoting products/services. Advergames manifest as branded mini-games, in-game product placements, or full-fledged games crafted for promotional purposes. The aim is to engage users and forge positive associations between brands and gaming experiences, a strategy particularly popular amidst the prevalence of mobile gaming.

The global in-game advertising market segments by type, platform, and region. Static ads dominate the market share during the forecast period, integrated into the game environment as fixed images or logos. On the platform front, smartphones/tablets hold a significant share, owing to the convenience and accessibility they offer for gaming experiences, resulting in an uptick in mobile gamers and game time spent on these devices.

Key market players operating in the global in-game advertising market include:

  • Playwire LLC
  • Anzu Virtual Reality Ltd.
  • RapidFire, Inc.
  • Activision Blizzard Media Ltd
  • ironSource Ltd.
  • WPP plc
  • Motive Interactive, Inc.
  • MediaSpike, Inc.
  • Electronic Arts Inc.
  • Alphabet, Inc.

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Mr. Karan Chechi, Research Director at TechSci Research, notes, "The in-game advertising market has witnessed substantial growth driven by the widespread adoption of smartphones, tablets, and gaming consoles. Advertisers recognize the potential to engage with a highly captivated audience through the seamless integration of ads into the gaming experience. With the rise of mobile gaming and esports, the in-game advertising market is primed for continued expansion, offering brands a lucrative avenue to connect with gamers."

The report, "In-Game Advertising Market– Global Industry Size, Share, Trends, Opportunity, and Forecast, 2018-2028," evaluates the future growth potential of in-game advertising globally, providing statistics and insights on market structure, size, share, and future growth. It furnishes cutting-edge market intelligence to aid decision-makers in making informed investment decisions, while also identifying emerging trends, drivers, challenges, and opportunities within the global in-game advertising market.

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