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 Forecast

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Summary

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Report Description

Global in-game advertising’s market size is anticipated to grow during the forecast period due to the widespread use of smartphones & tablets, the growing number of mobile gamers, and the increasing popularity of esports and streaming platforms. Advertisers recognize the potential to reach a highly engaged audience through this medium, leading to increased investments and innovation in the field of in-game advertising.

In-Game Advertising Market Scope

In-game advertising is the placing of advertisements or promotional information in video games. It involves integrating ads into the gameplay experience, through various methods such as virtual billboards, branded objects, sponsored locations, or even dynamic product placements.

In-game advertising offers several advantages over traditional forms of advertising. Firstly, it provides a unique and immersive experience for players. Advertisements seamlessly blend into the game environment, ensuring a non-disruptive and natural integration. This allows brands to engage with gamers in a more meaningful way, fostering positive associations and brand recognition.

Secondly, in-game advertising enables precise targeting and personalization. Advertisers can use player data and analytics to deliver highly relevant and customized ads based on the players' preferences, demographics, and in-game behavior. This level of targeting increases the effectiveness of advertisements and maximizes the return on investment for brands.

In-Game Advertising Market Overview

The in-game advertising market has experienced significant growth and transformation in recent years, becoming a major component of the gaming industry. In-game advertising refers to the integration of advertisements within video games, allowing brands to reach a highly engaged and captive audience. This form of advertising has gained prominence due to the increasing popularity of video games and the rising number of gamers worldwide.

One of the key factors driving the growth of the in-game advertising market is the expanding gaming audience. With advancements in technology and the proliferation of smartphones, gaming has become more accessible to a broader demographic. This has resulted in an increased number of gamers, including casual gamers, who spend a significant amount of time playing various types of games.

Moreover, the changing landscape of gaming platforms has also contributed to the growth of in-game advertising. Traditional gaming platforms such as consoles and PCs are still popular, but mobile gaming has emerged as a dominant force in the industry. Mobile games are played by millions of users globally, presenting a lucrative opportunity for advertisers to target a massive user base.

Another significant factor driving the growth of the in-game advertising market is the potential for monetization for game developers and publishers. As games become more expensive to develop and maintain, in-game advertising offers an additional revenue stream. Developers can partner with brands and display advertisements within their games, generating income that can offset development costs and support ongoing game updates and improvements.

In-Game Advertising Market Drivers

The in-game advertising market is driven by an increasing gaming audience. The global gaming audience has been steadily growing over the years. More people are playing video games across different platforms, including consoles, PCs, and mobile devices. This expanding audience provides a larger reach for advertisers and increases the potential for in-game advertising.

An engaging and immersive experience for players also drives the global in-game advertising market during the forecast period. Video games offer a highly interactive and immersive experience to players. Advertisers recognize the value of engaging with consumers in an environment where they are actively involved and focused. In-game advertising allows brands to integrate their messages seamlessly into the gameplay, creating more meaningful and memorable interactions with players.

In-game advertising provides a revenue stream for game developers and publishers. As game development costs continue to rise, developers are exploring various monetization models, including in-game advertising, to offset expenses and generate additional income. By incorporating ads into their games, developers can offer free or discounted games to attract a larger player base.

Furthermore, in-game advertising allows for highly targeted advertising campaigns. Advertisers can leverage player demographics, behavior patterns, and gameplay data to deliver personalized and relevant ads. This targeting capability helps advertisers reach specific audiences and improves the effectiveness of their campaigns.

In-Game Advertising Market Trends

A major trend in the global in-game advertising market is the integration of native advertisements seamlessly within the gaming experience. Instead of traditional banner ads or pop-ups, advertisers are focusing on incorporating branded content that aligns with the game's aesthetics and narrative. This approach helps to create a more immersive and organic advertising experience for players, reducing the risk of disrupting gameplay.

Additionally, the popularity of mobile gaming also fuels the growth of the in-game advertising market during the forecast period. Mobile games often have free-to-play models supported by in-app purchases and in-game advertising. Advertisers recognize the immense reach and engagement potential of mobile games as a running investment in the in-game advertising for this platform.

Furthermore, the utilization of data-driven advertising techniques is also the key trend in the global in-game advertising market. Game developers and advertisers are leveraging player behavior data, demographics, and preferences to deliver personalized and targeted advertisements. By analyzing user data, advertisers can identify specific segments of players and tailor advertisements, leading to higher engagement and conversion rates.

In-Game Advertising Market Challenges

A major challenge in the global in-game advertising market is the balance between effective advertising and the player's gaming experience. Game developers and advertisers need to ensure that the advertisements seamlessly integrate into the game without disrupting the gameplay or causing irritation to the players. The challenge lies in finding the right placement and timing for the ads so that they don't hinder the overall gaming experience.

Another challenge in the global in-game advertising market is the rise of ad-blocking technologies within games. Many players have become accustomed to ad-free gaming experiences, and the introduction of intrusive or irrelevant advertisements can lead to negative reactions and even push them to use ad-blockers. Advertisers must find creative and non-intrusive ways to deliver their messages without overwhelming players or triggering ad-blocking technologies.

Furthermore, the diversity of gaming platforms and devices poses a challenge for in-game advertisers. Games are now played across various platforms, including consoles, PCs, mobile devices, and virtual reality systems. Advertisers need to adapt their strategies to each platform's unique features and limitations, ensuring that the ads are compatible and well-optimized for the specific device being used.

Recent Developments

In 2022, Entravision 365 Digital, a prominent African advertising solutions, media, and technology firm announced that it has been appointed as the exclusive African partner for Anzu.io, one of the world's most advanced in-game advertising platforms. Entravision 365 Digital will represent Anzu exclusively in 14 African regions, educating advertisers on the power of in-game advertising and allowing businesses to harness Anzu's award-winning solution for marketers, developers, and players.
In 2022, Unity completed its merger with ironSource. While outlining its future, the corporation addressed developers' concerns about monetization and a possible shift to the ad business.

In-Game Advertising Market Opportunities

The global in-game advertising market presents several opportunities for growth and development. The gaming industry has experienced tremendous growth over the years and has a vast and diverse player base. This growth creates a large and engaged audience for advertisers to target, offering immense opportunities for brands to reach their target demographics.

Esports and gaming tournaments have gained significant popularity, attracting large audiences both online and offline. These events provide opportunities for sponsors and advertisers to promote their brands through in-game advertising, event sponsorships, and product placements, reaching a passionate and dedicated gaming community.

In-game advertising provides opportunities to game developers to generate an additional revenue stream beyond game sales or in-app purchases. By integrating ads into their games, developers can generate revenue while keeping games free or affordable for players, thereby expanding their user base.

Furthermore, the global in-game advertising market provides an opportunity for advertisers to explore various formats such as sponsored content, product placements, branded in-game items, and virtual events. This flexibility enables brands to experiment with creative and interactive advertising strategies that resonate with players and enhance their gaming experiences.

Company Profiles

Playwire LLC, Anzu Virtual Reality Ltd., RapidFire, Inc., Activision Blizzard Media Ltd, ironSource Ltd., WPP plc, Motive Interactive, Inc., MediaSpike, Inc., Electronic Arts Inc., and Alphabet, Inc., are some of the market players in the global in-game advertising market.

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Market Segmentation

The global in-game advertising market is segmented into type, platform, company, and region. Based on type, the global in-game advertising market is segmented into static ads, dynamic ads, and advergaming. Based on platform, the global in-game advertising market is segmented into smartphone/tablet and PC/laptop.

Attribute	Details
Base Year	2022
Historical Years	2018 – 2021
Estimated Year	2023
Forecast Period	2024 – 2028
Quantitative Units	Revenue in USD Billion and CAGR for 2018-2022 and 2023-2028
Report Coverage	Revenue forecast, company share, competitive landscape, growth factors, and trends
Segments Covered	Type Platform Region
Regional Scope	North America, Asia-Pacific, Europe, Middle East & Africa, and South America
Country Scope	United States, Canada, Mexico, China, India, Japan, South Korea, Australia, Germany, France, United Kingdom, Italy, Spain, Saudi Arabia, UAE, South Africa, Turkey, Brazil, Argentina, and Colombia
Key Companies Profiled	Playwire LLC, Anzu Virtual Reality Ltd., RapidFire, Inc., Activision Blizzard Media Ltd, ironSource Ltd., WPP plc, Motive Interactive, Inc., MediaSpike, Inc., Electronic Arts Inc., and Alphabet, Inc.
Customization Scope	10% free report customization with purchase. Addition or alteration to country, regional & segment scope.
Pricing and Purchase Options	Avail of customized purchase options to meet your exact research needs.
Delivery Format	PDF and Excel through Email (We can also provide the editable version of the report in PPT/pdf format on special request)

Report Scope:

In this report, the global in-game advertising market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

In-Game Advertising Market, By Type:

Static Ads
Dynamic Ads
Advergaming

In-Game Advertising Market, By Platform:

Smartphone/Tablet
PC/Laptop

In-Game Advertising Market, By Region:

North America

United States
Canada
Mexico

Asia-Pacific

China
India
Japan
South Korea
Australia

Europe

Germany
France
United Kingdom
Italy
Spain

Middle East & Africa

Saudi Arabia
UAE
South Africa
Turkey

South America

Brazil
Argentina
Colombia

Competitive Landscape

Company Profiles: Detailed analysis of the major companies present in the global in-game advertising market.

Available Customizations:

With the given market data, TechSci Research offers customizations according to a company’s specific needs. The following customization options are available for the report:

Company Information

Detailed analysis and profiling of additional market players (up to five).

Global in-game advertising market is an upcoming report to be released soon. If you wish an early delivery of this report or want to confirm the date of release, please contact us at [email protected]

Table of content

1. Introduction

1.1. Service Overview

1.2. Key Highlights of the Report

1.3. Market Coverage

1.4. Market Segments Covered

1.5. Research Tenure Considered

2. Research Methodology

2.1. Objective of the Study

2.2. Baseline Methodology

2.3. Key Industry Partners

2.4. Major Association and Secondary Sources

2.5. Forecasting Methodology

2.6. Data Triangulation & Validation

2.7. Assumptions and Limitations

3. Executive Summary

3.1. Market Overview

3.2. Market Forecast

3.3. Key Regions

3.4. Key Segments

4. Global In-Game Advertising Market Outlook

4.1. Market Size & Forecast

4.1.1. By Value

4.2. Market Share & Forecast

4.2.1. By Type Market Share Analysis (Static Ads, Dynamic Ads, and Advergaming)

4.2.2. By Platform Market Share Analysis (Smartphone/Tablet, and PC/Laptop)

4.2.3. By Regional Market Share Analysis

4.2.3.1. North America Market Share Analysis

4.2.3.2. Asia-Pacific Market Share Analysis

4.2.3.3. Europe Market Share Analysis

4.2.3.4. Middle East & Africa Market Share Analysis

4.2.3.5. South America Market Share Analysis

4.2.4. By Company Market Share Analysis

4.3. Global In-Game Advertising Mapping & Opportunity Assessment

4.3.1. By Type Market Mapping & Opportunity Assessment

4.3.2. By Platform Market Mapping & Opportunity Assessment

4.3.3. By Regional Market Mapping & Opportunity Assessment

5. North America In-Game Advertising Market Outlook

5.1. Market Size & Forecast

5.1.1. By Value

5.2. Market Share & Forecast

5.2.1. By Type Market Share Analysis

5.2.2. By Platform Market Share Analysis

5.2.3. By Country Market Share Analysis

5.2.3.1. United States In-Game Advertising Market Outlook

5.2.3.1.1. Market Size & Forecast

5.2.3.1.1.1. By Value

5.2.3.1.2. Market Share & Forecast

5.2.3.1.2.1. By Type Market Share Analysis

5.2.3.1.2.2. By Platform Market Share Analysis

5.2.3.2. Canada In-Game Advertising Market Outlook

5.2.3.2.1. Market Size & Forecast

5.2.3.2.1.1. By Value

5.2.3.2.2. Market Share & Forecast

5.2.3.2.2.1. By Type Market Share Analysis

5.2.3.2.2.2. By Platform Market Share Analysis

5.2.3.3. Mexico In-Game Advertising Market Outlook

5.2.3.3.1. Market Size & Forecast

5.2.3.3.1.1. By Value

5.2.3.3.2. Market Share & Forecast

5.2.3.3.2.1. By Type Market Share Analysis

5.2.3.3.2.2. By Platform Market Share Analysis

6. Asia-Pacific In-Game Advertising Market Outlook

6.1. Market Size & Forecast

6.1.1. By Value

6.2. Market Share & Forecast

6.2.1. By Type Market Share Analysis

6.2.2. By Platform Market Share Analysis

6.2.3. By Country Market Share Analysis

6.2.3.1. China In-Game Advertising Market Outlook

6.2.3.1.1. Market Size & Forecast

6.2.3.1.1.1. By Value

6.2.3.1.2. Market Share & Forecast

6.2.3.1.2.1. By Type Market Share Analysis

6.2.3.1.2.2. By Platform Market Share Analysis

6.2.3.2. India In-Game Advertising Market Outlook

6.2.3.2.1. Market Size & Forecast

6.2.3.2.1.1. By Value

6.2.3.2.2. Market Share & Forecast

6.2.3.2.2.1. By Type Market Share Analysis

6.2.3.2.2.2. By Platform Market Share Analysis

6.2.3.3. Japan In-Game Advertising Market Outlook

6.2.3.3.1. Market Size & Forecast

6.2.3.3.1.1. By Value

6.2.3.3.2. Market Share & Forecast

6.2.3.3.2.1. By Type Market Share Analysis

6.2.3.3.2.2. By Platform Market Share Analysis

6.2.3.4. South Korea In-Game Advertising Market Outlook

6.2.3.4.1. Market Size & Forecast

6.2.3.4.1.1. By Value

6.2.3.4.2. Market Share & Forecast

6.2.3.4.2.1. By Type Market Share Analysis

6.2.3.4.2.2. By Platform Market Share Analysis

6.2.3.5. Australia In-Game Advertising Market Outlook

6.2.3.5.1. Market Size & Forecast

6.2.3.5.1.1. By Value

6.2.3.5.2. Market Share & Forecast

6.2.3.5.2.1. By Type Market Share Analysis

6.2.3.5.2.2. By Platform Market Share Analysis

7. Europe In-Game Advertising Market Outlook

7.1. Market Size & Forecast

7.1.1. By Value

7.2. Market Share & Forecast

7.2.1. By Type Market Share Analysis

7.2.2. By Platform Market Share Analysis

7.2.3. By Country Market Share Analysis

7.2.3.1. Germany In-Game Advertising Market Outlook

7.2.3.1.1. Market Size & Forecast

7.2.3.1.1.1. By Value

7.2.3.1.2. Market Share & Forecast

7.2.3.1.2.1. By Type Market Share Analysis

7.2.3.1.2.2. By Platform Market Share Analysis

7.2.3.2. France In-Game Advertising Market Outlook

7.2.3.2.1. Market Size & Forecast

7.2.3.2.1.1. By Value

7.2.3.2.2. Market Share & Forecast

7.2.3.2.2.1. By Type Market Share Analysis

7.2.3.2.2.2. By Platform Market Share Analysis

7.2.3.3. United Kingdom In-Game Advertising Market Outlook

7.2.3.3.1. Market Size & Forecast

7.2.3.3.1.1. By Value

7.2.3.3.2. Market Share & Forecast

7.2.3.3.2.1. By Type Market Share Analysis

7.2.3.3.2.2. By Platform Market Share Analysis

7.2.3.4. Italy In-Game Advertising Market Outlook

7.2.3.4.1. Market Size & Forecast

7.2.3.4.1.1. By Value

7.2.3.4.2. Market Share & Forecast

7.2.3.4.2.1. By Type Market Share Analysis

7.2.3.4.2.2. By Platform Market Share Analysis

7.2.3.5. Spain In-Game Advertising Market Outlook

7.2.3.5.1. Market Size & Forecast

7.2.3.5.1.1. By Value

7.2.3.5.2. Market Share & Forecast

7.2.3.5.2.1. By Type Market Share Analysis

7.2.3.5.2.2. By Platform Market Share Analysis

8. Middle East & Africa In-Game Advertising Market Outlook

8.1. Market Size & Forecast

8.1.1. By Value

8.2. Market Share & Forecast

8.2.1. By Type Market Share Analysis

8.2.2. By Platform Market Share Analysis

8.2.3. By Country Market Share Analysis

8.2.3.1. Saudi Arabia In-Game Advertising Market Outlook

8.2.3.1.1. Market Size & Forecast

8.2.3.1.1.1. By Value

8.2.3.1.2. Market Share & Forecast

8.2.3.1.2.1. By Type Market Share Analysis

8.2.3.1.2.2. By Platform Market Share Analysis

8.2.3.2. UAE In-Game Advertising Market Outlook

8.2.3.2.1. Market Size & Forecast

8.2.3.2.1.1. By Value

8.2.3.2.2. Market Share & Forecast

8.2.3.2.2.1. By Type Market Share Analysis

8.2.3.2.2.2. By Platform Market Share Analysis

8.2.3.3. South Africa In-Game Advertising Market Outlook

8.2.3.3.1. Market Size & Forecast

8.2.3.3.1.1. By Value

8.2.3.3.2. Market Share & Forecast

8.2.3.3.2.1. By Type Market Share Analysis

8.2.3.3.2.2. By Platform Market Share Analysis

8.2.3.4. Turkey In-Game Advertising Market Outlook

8.2.3.4.1. Market Size & Forecast

8.2.3.4.1.1. By Value

8.2.3.4.2. Market Share & Forecast

8.2.3.4.2.1. By Type Market Share Analysis

8.2.3.4.2.2. By Platform Market Share Analysis

9. South America In-Game Advertising Market Outlook

9.1. Market Size & Forecast

9.1.1. By Value

9.2. Market Share & Forecast

9.2.1. By Type Market Share Analysis

9.2.2. By Platform Market Share Analysis

9.2.3. By Country Market Share Analysis

9.2.3.1. Brazil In-Game Advertising Market Outlook

9.2.3.1.1. Market Size & Forecast

9.2.3.1.1.1. By Value

9.2.3.1.2. Market Share & Forecast

9.2.3.1.2.1. By Type Market Share Analysis

9.2.3.1.2.2. By Platform Market Share Analysis

9.2.3.2. Colombia In-Game Advertising Market Outlook

9.2.3.2.1. Market Size & Forecast

9.2.3.2.1.1. By Value

9.2.3.2.2. Market Share & Forecast

9.2.3.2.2.1. By Type Market Share Analysis

9.2.3.2.2.2. By Platform Market Share Analysis

9.2.3.3. Argentina In-Game Advertising Market Outlook

9.2.3.3.1. Market Size & Forecast

9.2.3.3.1.1. By Value

9.2.3.3.2. Market Share & Forecast

9.2.3.3.2.1. By Type Market Share Analysis

9.2.3.3.2.2. By Platform Market Share Analysis

10. Market Dynamics

10.1. Drivers

10.1.1. Increasing gaming audience

10.1.2. Engaging & immersive experience for players

10.1.3. Esports and live streaming

10.2. Challenges

10.2.1. Rise of ad-blocking technologies within games

10.2.2. Diversity of gaming platforms & devices

11. Impact of COVID-19 on the Global In-Game Advertising Market

11.1. Impact Assessment Model

11.1.1. Key Segments Impacted

11.1.2. Key Regions Impacted

11.1.3. Key Countries Impacted

11.1.4. Key Revenue Model Impacted

12. Market Trends & Developments

12.1. Monetization potential for game developers

12.2. Integration of native advertisements

12.3. Utilization of data-driven advertising techniques

12.4. Rise of mobile gaming

12.5. Technological upgradations

13. Porter’s Five Forces Model

13.1. Competitive Rivalry

13.2. Bargaining Power of Buyers

13.3. Bargaining Power of Suppliers

13.4. Threat of New Entrants

13.5. Threat of Substitutes

14. SWOT Analysis

14.1. Strengths

14.2. Weaknesses

14.3. Opportunities

14.4. Threats

15. Competitive Landscape

15.1. Company Profiles

15.1.1. Playwire LLC

15.1.1.1. Company Details

15.1.1.2. Product & Services

15.1.1.3. Financials (As Per Availability)

15.1.1.4. Key Market Focus & Geographical Presence

15.1.1.5. Recent Developments

15.1.1.6. Key Management Personnel

15.1.2. Anzu Virtual Reality Ltd.

15.1.2.1. Company Details

15.1.2.2. Product & Services

15.1.2.3. Financials (As Per Availability)

15.1.2.4. Key Market Focus & Geographical Presence

15.1.2.5. Recent Developments

15.1.2.6. Key Management Personnel

15.1.3. RapidFire, Inc.

15.1.3.1. Company Details

15.1.3.2. Product & Services

15.1.3.3. Financials (As Per Availability)

15.1.3.4. Key Market Focus & Geographical Presence

15.1.3.5. Recent Developments

15.1.3.6. Key Management Personnel

15.1.4. Activision Blizzard Media Ltd

15.1.4.1. Company Details

15.1.4.2. Product & Services

15.1.4.3. Financials (As Per Availability)

15.1.4.4. Key Market Focus & Geographical Presence

15.1.4.5. Recent Developments

15.1.4.6. Key Management Personnel

15.1.5. ironSource Ltd.

15.1.5.1. Company Details

15.1.5.2. Product & Services

15.1.5.3. Financials (As Per Availability)

15.1.5.4. Key Market Focus & Geographical Presence

15.1.5.5. Recent Developments

15.1.5.6. Key Management Personnel

15.1.6. WPP plc

15.1.6.1. Company Details

15.1.6.2. Product & Services

15.1.6.3. Financials (As Per Availability)

15.1.6.4. Key Market Focus & Geographical Presence

15.1.6.5. Recent Developments

15.1.6.6. Key Management Personnel

15.1.7. Motive Interactive, Inc.

15.1.7.1. Company Details

15.1.7.2. Product & Services

15.1.7.3. Financials (As Per Availability)

15.1.7.4. Key Market Focus & Geographical Presence

15.1.7.5. Recent Developments

15.1.7.6. Key Management Personnel

15.1.8. MediaSpike, Inc.

15.1.8.1. Company Details

15.1.8.2. Product & Services

15.1.8.3. Financials (As Per Availability)

15.1.8.4. Key Market Focus & Geographical Presence

15.1.8.5. Recent Developments

15.1.8.6. Key Management Personnel

15.1.9. Electronic Arts Inc.

15.1.9.1. Company Details

15.1.9.2. Product & Services

15.1.9.3. Financials (As Per Availability)

15.1.9.4. Key Market Focus & Geographical Presence

15.1.9.5. Recent Developments

15.1.9.6. Key Management Personnel

15.1.10. Alphabet, Inc.

15.1.10.1. Company Details

15.1.10.2. Product & Services

15.1.10.3. Financials (As Per Availability)

15.1.10.4. Key Market Focus & Geographical Presence

15.1.10.5. Recent Developments

15.1.10.6. Key Management Personnel

16. Strategic Recommendations/Action Plan

16.1. Key Focus Areas

16.2. Target Regions & Countries

16.3. Target Type

17. About Us & Disclaimer

(Note: The companies list can be customized based on the client requirements.)

Figures and Tables

Frequently asked questions

What are the key driving factors for the global in-game advertising market?

Increasing gaming audience and engaging & immersive experience for players are the key factors driving the global in-game advertising market growth.

What are the trends in the global in-game advertising market?

Integration of native advertisements and the popularity of mobile gaming are the major trends in the global in-game advertising market during the forecast period.

What are the major challenges which may hinder the growth of the global in-game advertising market?

The increase of ad-blocking technologies within games, and the diversity of gaming platforms and devices are the major challenges that may hinder the global in-game advertising market expansion.

Who are the key players in the global in-game advertising market?

Playwire LLC, Anzu Virtual Reality Ltd., RapidFire, Inc., Activision Blizzard Media Ltd, ironSource Ltd., WPP plc, Motive Interactive, Inc., MediaSpike, Inc., Electronic Arts Inc., and Alphabet, Inc. are the key market players in the global in-game advertising market.

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Press Release

In-Game Advertising Market is Fueled by Smartphone/Tablet Segment During the Forecast Period

Jul, 2023

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-dri