Global Video Games Advertising Market 2016-2020

Overview of the video games advertising market

Extensive research carried out by the analysts at Technavio has shown that the global video games advertising market is expected to grow at a fast pace and will post a CAGR of close to 14% over the forecast period. Advertising through video games gives brands the advantage of customizing the ad based on the demographics of the gamer. Such advertisements have higher relevance compared to TV commercials since advertising agencies collect and record data about the consumers' buying preference. Also, video game ads get more attention as most of the gamers are usually very engrossed in the game and cannot skip the advertising messages. On an average, consumers only spend 45 seconds on TV advertisements, while a gamer spends 300 seconds on an ad in the video game. Moreover, these advertisements are strategically placed to appeal to the gamers. When a gamer reaches the required destination or level, an ad is placed in there to enable the player to relate the ad with victory in the game. The effective and strategic placement of advertisements will boost this market’s growth in the coming years.  

One of the notable trends in the global video game advertising market is the augmented use of social media for advertising video games. The number of social media users has crossed 2.1 billion in 2015. Due to its widespread reach, social media is becoming one of the lucrative platforms for advertising since it connects to a large segment of gamers from around the world. Furthermore, social media platforms provide advertisers with efficient targeting options and enhanced conversion tracking since these media platforms also take advantage of the user’s interests. Identifying the gamer's interests allows advertising agencies to display ads according to the user’s preferences.

Competitive landscape and key vendors

The global video games advertising market is highly competitive with the majority of the players competing to gain more market shares. Intense competition, strategic M&As, rapid advances in technology, and frequent changes in consumer preference are some of the significant risks faced by the vendors in the market. With increased competition, the market is expected to witness consolidation in the coming years.

Key vendors in this market are -

• BrightRoll
• Flurry
• Google
• InMobi
• ONE

Other prominent vendors in the market include AppNexus, Byyd, Fiksu, iAd, Kiip, Matomy Media, Millennial Media, Platform One, MobPartner, MoPub, Tapjoy, SpotXchange, Tremor Video, and TubeMogul.

Segmentation by genre and analysis of the video games advertising market

• Action
• FPS
• Sports
• RPG

During 2015, the action games segment dominated the market and accounted for close to 22% of the market share in terms of revenue. Action games are one of the oldest genres of video games and consists of action, arcade and platform games. In these games, the gamer controls the avatar to accomplish various tasks or missions by collecting value-points, defeating enemies, and avoiding obstacles. The scope for video game advertising, especially for native advertising, is relatively low in such games because of the small gaming area. Interstitial and banner ads are the most commonly seen advertisements in this segment.

Geographical segmentation and analysis of the video games advertising market

• Americas
• APAC
• EMEA

In terms of geography, the APAC region dominated the global video games advertising market and is expected to reach more than USD 4 billion by 2020. The video games advertising market in APAC is heavily influenced by the high popularity of video games. In fact, APAC is the hub of gaming and the largest market for video gaming, especially in the Far East. Gaming is gaining popularity as a career choice for people in this region and advertisers are rapidly leveraging the increasing video game penetration in the region. These factors are anticipated to propel the growth of this market over the next four years.

Key questions answered in the report include

• What will the market size and the growth rate be in 2020?
• What are the key factors driving the global video games advertising market?
• What are the key market trends impacting the growth of the global video games advertising market?
• What are the challenges to market growth?
• Who are the key vendors in the global video games advertising market?
• What are the market opportunities and threats faced by the vendors in the global video games advertising market?
• What are the trending factors influencing the market shares of the Americas, APAC, and EMEA?
• What are the key outcomes of the five forces analysis of the global video games advertising market?

Technavio also offers customization on reports based on specific client requirement.

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