In-Game Advertising Market is Fueled by Smartphone/Tablet Segment During the Forecast Period
The global in-game advertising
market is driving during the forecast period owing to factors such as the rise
of mobile gaming, changing landscape of gaming platforms, and the utilization
of data-driven advertising techniques.
According to the TechSci Research
report, “In-Game Advertising Market– Global Industry Size, Share,
Trends, Competition, Opportunity, and Forecast, 2018-2028”, the in-game
advertising refers to the placement of advertisements or promotional content
within video games. It involves integrating ads into the gameplay experience,
typically through various methods such as virtual billboards, branded objects,
sponsored locations, or even dynamic product placements.
In recent years, in-game
advertising has gained significant popularity as a monetization strategy for
game developers and publishers. Advertisers see it as an effective way to reach
a large and engaged audience, especially in the context of online multiplayer
games or games with high player retention.
There are three different types
of in-game advertising such as static ads, dynamic ads, and advergaming. Static
ads refer to advertisements that remain unchanged and fixed in their content.
They typically consist of images, text, and sometimes simple animations. These
ads are usually displayed on websites, billboards, print media, or other static
platforms. Static ads are not interactive and do not change based on the user's
behavior or preferences.
Dynamic ads, on the other hand,
are advertisements that can be personalized and customized based on various
factors such as user behavior, demographics, or browsing history. They
dynamically adapt their content to provide a more relevant and personalized
experience to the viewer. For example, a dynamic ad may display different
products or offers based on the user's previous purchases or interests. Dynamic
ads are commonly used in online advertising, particularly on social media
platforms and display ad networks.
Advergaming is a marketing
strategy that involves incorporating advertisements or branding into video
games. It refers to the practice of using games as a medium to deliver
advertising messages or promote products or services. Advergames can take
various forms, such as branded mini-games, in-game product placements, or
full-fledged games created specifically for promotional purposes. The goal is
to engage users and create a positive association between the brand and the
gaming experience. Advergaming has become popular due to the widespread use of
mobile gaming and the opportunities it presents for reaching a large audience
in an interactive and immersive manner.
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In-Game Advertising Market”
The global in-game advertising
market is segmented based on type, platform, and region.
Based on type, the market is
segmented into static ads, dynamic ads, and advergaming. Among these, static
ads have a significant share in the market during the forecast period. Static
ads involve displaying fixed images or logos within the game environment. These
ads can be integrated into the game scenery, such as billboards, posters, or
banners, or they can appear as overlays during loading screens or between game
levels. Static ads have been a popular form of in-game advertising due to their
simplicity and ease of implementation.
Based on the platform, the
market is segmented into smartphone/tablet and PC/laptop. Among these, the
smartphone/tablet segment has a significant share in the market during the
forecast period. Smartphones and tablets offer a highly accessible and
convenient gaming experience, allowing users to play games anytime and
anywhere. This has led to a significant rise in the number of mobile gamers and
the amount of time spent playing games on these devices. As a result, game
developers and publishers have capitalized on this trend, offering free-to-play
games that generate revenue through in-game advertising.
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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“The in-game advertising market
has experienced significant growth owing to the widespread adoption of
smartphones, tablets, and gaming consoles. As more people engage in gaming as a
form of entertainment, advertisers have recognized the potential to reach a
highly engaged audience through in-game ad. These ads can be seamlessly
integrated into the gaming experience, offering opportunities for display ads,
branded content, product placements, and more. Additionally, the targeting
capabilities of these devices enable advertisers to deliver personalized and
relevant ads based on user data. With the rise of mobile gaming and esports,
the in-game advertising market is poised for continued expansion, offering a
lucrative avenue for brands to connect with gamers. The in-game advertising
market refers to the industry that revolves around placing advertisements
within video games. It involves the integration of various forms of
advertising, such as display ads, branded content, product placements, and
sponsored events, directly into the gaming experience.” said Mr. Karan Chechi,
Research Director with TechSci Research, a research-based global management
consulting firm.
“In-Game Advertising Market–
Global Industry Size, Share, Trends, Opportunity, and Forecast, 2018-2028, Segmented By Type (Static
Ads, Dynamic Ads, and Advergaming), By Platform (Smartphone/Tablet and
PC/Laptop), By Region and Competition”, has evaluated the future
growth potential of in-game advertising globally and provides statistics and
information on market structure, size, share, and future growth. The report
provides cutting-edge market intelligence and helps decision-makers to make
sound investment decisions. Besides, the report also identifies the emerging
trends along with essential drivers, challenges, and opportunities present in
the market of in-game advertising globally.
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