In-Game Advertising Market

In-game advertising (IGA), refers to advertisements that are integrated within computer games and mobile games. IGA is seen through pop-up messages, cut-scenes, on-screen adverts, billboards, and background displays. In-game advertising delivers favourable and long-lasting audio-visual impact of products and these advertisements are non-interrupting and facilitate a seamless experience for game players.

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Increasing demand for social and mobile gaming, growing use big data to personalize the experience of gamers with a brand, and rising adoption of online promotional strategies by companies are some of the prominent factors that are expected to drive the growth of the in-game advertising market over the forecast period. In addition, several benefits offered by in-game advertising that includes reduced advertising expenses, broad customer reach, high return on investments, and easy configuration of advertisements in social gaming are further anticipated to augment the growth of the market.

The rapidly growing of smartphone industry coupled with the high availability of free mobile games utilizing in-game advertising for generating revenues is projected to propel market growth. However, high cost and time required in the development of new games and increasing number of unrelated and over interrupting advertisements for online and social gaming are anticipated to hamper the growth of the in-game advertising market.

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Based on application, the market is segmented into online in-game advertising and standalone in-game advertising. The online segment is expected to grow at a higher CAGR during the forecast period. This can be attributed to the surge in the adoption of smartphones, increasing penetration of internet coupled with the high popularity of online games among consumers across the globe. Additionally, higher consumer reach, low cost, and faster integration of online in-game advertising are further anticipated to accelerate the growth of the market during the forecast period.

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Based on the region, Asia-Pacific region is anticipated to dominate the in-game advertising market during the forecast period. This is primarily due to the growing economies including China, Japan, India, and South Korea coupled with the increasing demand of smartphones, laptops, and tablets among consumers in the region. Surge in mobile gaming and social gaming users together with the rise in the number of young population is further expected to propel the market growth. North America is projected to grow at a higher CAGR in the in-game advertising market owing to the increasing popularity of social gaming in the region. Moreover, rapid economic development, high penetration of internet, and rising number of smartphone users are further supporting the market growth in the region.

Various notable players operating in the global In-Game Advertising market include RapidFire, Inc., FreakOut Holdings, Inc., Gamelin Advergames, Audiencly GmbH, Kairos Group, Viral Nation Inc., PocketWhale, Ernst & Young Global Limited, Atlas Alpha Inc., and Blizzard Entertainment, Inc. among other companies. 

Key Developments:

• • In 2020, Kairos Esports merged with Kairos Media, a part of Kairos Group to form a Creative Agency delivering Digital Marketing Solutions for some of the biggest brands in the world.

The global in-game advertising market has been segmented on the basis of application, and region. Based on application, the market is segmented into online in-game advertising and standalone in-game advertising.

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Key questions answered in this research report:

• • At what pace is global In-Game Advertising market growing? What will be the growth trend in the future?
  • What are the key drivers and restraints in In-Game Advertising market? What will be the impact of drivers and restraints in the future?
  • What are the regional revenues and forecast breakdowns? Which are the major regional revenue pockets for growth in the global In-Game Advertising market?
  • Which application generated maximum revenues in 2019 and identify the most promising application during the forecast period?
  • What are the various applications of global In-Game Advertising market and how they are poised to grow?
  • What companies are the major participants in this market and their business strategies, how does the competitive landscape look like?

Market Segmentation

Global In-Game Advertising Market by Application

• • Online In-Game Advertising
  • Standalone In-Game Advertising

Global In-Game Advertising Market by Region

• • North America In-Game Advertising Market (Option 1: As a part of the free 25% customization)
    • North America In-Game Advertising Market by Application
    • US In-Game Advertising Market All-Up
    • Canada In-Game Advertising Market All-Up
  • Europe In-Game Advertising Market (Option 2: As a part of the free 25% customization)
    • Europe In-Game Advertising Market by Application
    • UK In-Game Advertising Market All-Up
    • Germany In-Game Advertising Market All-Up
    • France In-Game Advertising Market All-Up
    • Spain In-Game Advertising Market All-Up
    • Rest of Europe In-Game Advertising Market All-Up
  • Asia-Pacific In-Game Advertising Market (Option 3: As a part of the free 25% customization)
    • Asia-Pacific In-Game Advertising Market by Application
    • China In-Game Advertising Market All-Up
    • India In-Game Advertising Market All-Up
    • Japan In-Game Advertising Market All-Up
    • Rest of APAC In-Game Advertising Market All-Up
  • RoW In-Game Advertising Market (Option 4: As a part of the free 25% customization)
    • RoW In-Game Advertising Market by Application
    • Brazil In-Game Advertising Market All-Up
    • South Africa In-Game Advertising Market All-Up
    • Saudi Arabia In-Game Advertising Market All-Up
    • UAE In-Game Advertising Market All-Up
    • Rest of world (remaining countries of the LAMEA region) In-Game Advertising Market All-Up

Global In-Game Advertising Market Players (Option 5: As a part of the Free 25% Customization – Profiles of 5 Additional Companies of your Choice)

• • RapidFire, Inc.
  • FreakOut Holdings, Inc.
  • Gamelin Advergames
  • Audiencly GmbH
  • Kairos Group
  • Viral Nation Inc.
  • PocketWhale
  • Ernst & Young Global Limited
  • Atlas Alpha Inc
  • Blizzard Entertainment, Inc.