In-Game Advertising Market by Platform and Geography - Forecast and Analysis 2021-2025

The in-game advertising market share is expected to increase by USD 3.54 billion from 2020 to 2025, and the market’s growth momentum will accelerate at a CAGR of 16%.

This in-game advertising market research report provides valuable insights on the post COVID-19 impact on the market, which will help companies evaluate their business approaches. Furthermore, this report extensively covers in-game advertising market segmentation by geography (North America, APAC, Europe, MEA, and South America) and platform (mobile, computing, and console). The in-game advertising market report also offers information on several market vendors, including Alphabet Inc., Anzu Virtual Reality Ltd., Blizzard Entertainment Inc., Electronic Arts Inc., ironSource Ltd., MediaSpike Inc., Motive Interactive Inc., Playwire LLC, RapidFire Inc., and WPP Plc among others.

What will the In-Game Advertising Market Size be During the Forecast Period?

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In-Game Advertising Market: Key Drivers, Trends, and Challenges

Based on our research output, there has been a positive impact on the market growth during and post COVID-19 era. The increase in the number of gamers and growing partnership between advertisers and video game companies are notably driving the in-game advertising market growth, although factors such as the growing use of advertisement blocking solutions may impede the market growth. Our research analysts have studied the historical data and deduced the key market drivers and the COVID-19 pandemic impact on the in-game advertising industry. The holistic analysis of the drivers will help in deducing end goals and refining marketing strategies to gain a competitive edge.

Key In-Game Advertising Market Driver

One of the key factors driving growth in the in-game advertising market is the increase in the number of gamers and the growing partnership between advertisers and video game companies. The gaming industry is growing rapidly with the increase in the availability of free-to-play online video games, such as Apex Legends and Fortnite. This industry is expected to grow to over $300 billion and more than 2.4 billion gamers around the world by 2025. This will encourage advertisers to invest in in-game advertising and will help them reach a larger audience with diversified demography and geography in less time. Also, the growth of the global in-game advertising market will be driven by the increasing number of partnerships between game publishing enterprises and advertisers (enterprises planning to advertise products through in-game advertising). This type of advertising helps in creating a high audio-visual impact that can result in a long-lasting and favorable product impression on viewers.

Key In-Game Advertising Market Trend

The incorporation of NLP with in-game advertising is another factor supporting the in-game advertising market share growth. NLP integrates smart advertisement formats directly into the game-loops by identifying when a gamer is in an approachable mindset to engage with the advertisement before displaying it. NLP used for in-game advertising can help the advertiser in creating effective brand messaging by generating a positive connection with the gamer. With capabilities of NLP such as predictive analysis tools, big-data-based targeting, and emotional and behavioral recognition, in-game advertising can provide advertisers with both high quality and large-scale audiences, from which advertisers can target pick the highest value users for their advertisements. Also, a well-targeted advertisement using NLP that rewards gamers during gameplay helps in creating an affinity with the brand and a lasting impression. Hence, the incorporation of NLP with in-game advertising can lead to an increase in the demand for in-game advertising.

Key In-Game Advertising Market Challenge

The growing use of advertisement blocking solutions will be a major challenge for the in-game advertising market during the forecast period. The increasing interruption of in-game advertising before the game starts and while playing games can affect the player experience. Some of the advertisements do not add value or have any relevance to gamers, which increases the level of frustration while playing. This encourages gamers to adopt advertisement blocking solutions that help them in blocking advertisements from being displayed while playing video games. The use of these advertisement blocking solutions leads to a loss to game publishers and advertisers since no revenue is generated from gamers using advertisement blocking solutions. Hence, the increasing use of advertisement blocking solutions will impact the growth of the market in focus.

This in-game advertising market analysis report also provides detailed information on other upcoming trends and challenges that will have a far-reaching effect on the market growth. The actionable insights on the trends and challenges will help companies evaluate and develop growth strategies for 2021-2025.

Parent Market Analysis

Technavio categorizes the global in-game advertising market as a part of the global interactive home entertainment market. Our research report has extensively covered external factors influencing the parent market growth potential in the coming years, which will determine the levels of growth of the in-game advertising market during the forecast period.

Who are the Major In-Game Advertising Market Vendors?

The report analyzes the market’s competitive landscape and offers information on several market vendors, including:

• Alphabet Inc.
• Anzu Virtual Reality Ltd.
• Blizzard Entertainment Inc.
• Electronic Arts Inc.
• ironSource Ltd.
• MediaSpike Inc.
• Motive Interactive Inc.
• Playwire LLC
• RapidFire Inc.
• WPP Plc

This statistical study of the in-game advertising market encompasses successful business strategies deployed by the key vendors. The in-game advertising market is concentrated and the vendors are deploying organic and inorganic growth strategies to compete in the market.

Product Insights and News

• Anzu Virtual Reality Ltd. - The company offers native, creative, and dynamically updated advertising, video games and esports.

To make the most of the opportunities and recover from post COVID-19 impact, market vendors should focus more on the growth prospects in the fast-growing segments, while maintaining their positions in the slow-growing segments.

The in-game advertising market forecast report offers in-depth insights into key vendor profiles. The profiles include information on the production, sustainability, and prospects of the leading companies.

In-Game Advertising Market Value Chain Analysis

Our report provides extensive information on the value chain analysis for the in-game advertising market, which vendors can leverage to gain a competitive advantage during the forecast period. The end-to-end understanding of the value chains is essential in profit margin optimization and evaluation of business strategies. The data available in our value chain analysis segment can help vendors drive costs and enhance customer services during the forecast period.

The value chain of the interactive home entertainment market includes the following core components:

• Content origination
• Application development
• Hardware manufacturers
• Publishing and aggregation
• Wireless application service
• Portal provisioning
• Mobile delivery
• User interactivity provisioning
• Distribution and retailing of video games
• Billing and customer care
• Marketing and sales
• Support activities
• Innovations

The report has further elucidated on other innovative approaches being followed by manufacturers to ensure a sustainable market presence.

Which are the Key Regions for In-Game Advertising Market?

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34% of the market’s growth will originate from APAC during the forecast period. China and Japan are the key markets for in-game advertising in APAC. Market growth in this region will be faster than the growth of the market in other regions.

The increasing penetration of broadband, as well as the rising use of smartphones, will facilitate the in-game advertising market growth in APAC over the forecast period. This market research report entails detailed information on the competitive intelligence, marketing gaps, and regional opportunities in store for vendors, which will assist in creating efficient business plans.

COVID Impact and Recovery Analysis

Countries in APAC, such as India and Australia, have been severely hit by the COVID-19 pandemic. To limit the spread of the pandemic, governing bodies across APAC imposed a lockdown for several weeks in the first half of 2020. Amid the lockdown, schools and colleges were closed, which provided a boost to the mobile gaming segment in APAC, as most students and youth engaged in PC gaming. Moreover, as a large number of individuals were stranded at home amid the lockdown, the adoption of mobile and PC gaming grew, with an increase in the number of casual gamers. Therefore, the in-game advertising market in APAC witnessed growth in 2020.

What are the Revenue-generating Geography Segments in the In-Game Advertising Market?

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The in-game advertising market share growth by the mobile segment will be significant during the forecast period. The availability of low-cost, large-screen mobile devices with high display resolution has enhanced the gaming experience of people, which is encouraging people to opt for mobile gaming.

This report provides an accurate prediction of the contribution of all the segments to the growth of the in-game advertising market size and actionable market insights on post COVID-19 impact on each segment.

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What are the Key Data Covered in this In-Game Advertising Market Report?

• CAGR of the market during the forecast period 2021-2025
• Detailed information on factors that will drive in-game advertising market growth during the next five years
• Precise estimation of the in-game advertising market size and its contribution to the parent market
• Accurate predictions on upcoming trends and changes in consumer behavior
• The growth of the in-game advertising industry across North America, APAC, Europe, MEA, and South America
• A thorough analysis of the market’s competitive landscape and detailed information on vendors
• Comprehensive details of factors that will challenge the growth of in-game advertising market vendors

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