In-Game Advertising Market – Global Industry Size, Share, Trends, Opportunity and Forecast, By Type (Static Ads, Dynamic Ads, Advergaming), By Platform (Smartphone/Tablet, PC/Laptop), By Region & Competition, 2020-2030F

Market Overview

Global In-Game Advertising market was valued at USD 9.45 billion in 2024 and is expected to grow to USD 20.98 billion by 2030 with a CAGR of 11.31% during the forecast period. The In-Game Advertising market is experiencing significant growth, driven by the increasing popularity of video games, particularly mobile gaming, which has created vast audiences for advertisers to reach. With over billion gamers worldwide, in-game ads provide a highly engaging platform to connect with diverse demographics. Also, the rise of immersive gaming experiences, such as virtual reality (VR) and augmented reality (AR), offers new opportunities for creative ad placements. Another key driver is the ability for advertisers to target players in real-time, delivering personalized and contextually relevant ads. The growth of digital advertising budgets and the shift from traditional media to digital platforms further fuel this market's expansion. As gaming continues to evolve, in-game advertising becomes an essential tool for brand engagement.

Key Market Drivers

Rise in Mobile Gaming

The rise in mobile gaming is one of the primary drivers of the global in-game advertising market. As a part of this, according to a recent study, as of 2023, the global mobile gaming content market was valued at 136.2 billion U.S. dollars in 2023 and is expected to grow to 163.8 billion U.S. dollars by 2028, with Asia being the top revenue generator in this segment. Mobile gaming has seen explosive growth in recent years, with billions of players across the globe, contributing to a rapidly expanding market. Smartphones and tablets have made gaming more accessible, allowing users to play anywhere at any time, which in turn increases the amount of time spent on gaming apps. This provides advertisers with a captive and engaged audience, creating lucrative opportunities for in-game advertising. In-game ads on mobile platforms are often non-intrusive and blend seamlessly with the game environment, offering brands a unique chance to reach players without disrupting their experience. Mobile games also allow for various types of ads, including display ads, rewarded video ads, and interactive ads, providing diverse formats for advertisers to choose from. Also, mobile games are increasingly free-to-play, and in-game ads become a crucial revenue stream for developers. This has led to a win-win situation where developers benefit from ad revenue, and advertisers can reach targeted audiences based on game type, demographics, and player behavior. As the mobile gaming sector continues to grow, the integration of in-game advertising is expected to evolve further, offering brands innovative ways to connect with consumers, making this a key driver of the market.

Increasing Popularity of E-Sports

The increasing popularity of e-sports is a significant driver of the global in-game advertising market. As e-sports continue to gain traction worldwide, with millions of players and viewers, they provide a unique platform for advertisers to reach a highly engaged and dedicated audience. As a part of this, according to a recent study, as of February 2025, the worldwide audience for esports is anticipated to hit 640.8 million. It is estimated that occasional viewers will reach 322.7 million, while dedicated fans will amount to approximately 318.1 million. Esports events, both live and streamed online, attract large-scale viewership, offering brands an opportunity to integrate ads into highly visible settings. The competitive nature of e-sports and its growing fan base make it an ideal space for targeted, dynamic, and innovative advertising solutions. Also, the rapid professionalization and monetization of e-sports have led to increased sponsorship and partnerships between game developers, professional teams, and advertisers. This ecosystem supports both in-game and event-based advertising, such as branded virtual items, team sponsorships, and branded content during live events. As esports continue to penetrate mainstream media and attract larger audiences through platforms like Twitch, YouTube, and social media, the demand for in-game advertising rises. With esports, advertisers can engage players in a more authentic and integrated manner, increasing brand recall and consumer engagement. The growing number of tournaments, streaming events, and esports leagues further drives the in-game advertising market's expansion in this space.

Increased Free-to-Play Games

The increased prevalence of free-to-play (F2P) games is a major driver for the growth of the global in-game advertising market. Many popular mobile, console, and PC games adopt the free-to-play model, offering players access to content without requiring an upfront purchase. This shift has made gaming accessible to a wider audience, leading to a surge in player numbers. With a large and engaged user base, these games provide a valuable opportunity for advertisers to reach diverse demographics. In F2P games, in-game advertising serves as a key revenue model for developers. Since these games don’t generate income through direct sales, advertising, such as display ads, rewarded video ads, and branded content, becomes a primary monetization strategy. Players are often incentivized to engage with ads by earning in-game rewards, such as virtual currency, special items, or additional lives, which increases ad viewership and player participation. Also, the F2P model ensures a continuous influx of new players, maintaining a steady and dynamic audience for advertisers to target. As this model continues to dominate the gaming industry, the integration of in-game ads becomes essential for developers' revenue generation. This expansion of F2P games significantly contributes to the rapid growth of the global in-game advertising market.

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Key Market Challenges

Strict Government Norms

Strict government regulations and norms pose a significant challenge to the global in-game advertising market. As of July 2024, there are major changes in the Google gaming regulations. The Google Ads policy for daily fantasy sports (“DFS”) operators now allows them to run ads in various markets across the United States, provided they meet specific requirements. Since the inception of FanDuel, individual states have established regulations that significantly affect DFS operators and advertisers in their jurisdictions. It was inevitable that Google would revise its gaming advertising policies to respond to this ongoing trend. As in-game advertising continues to grow, governments worldwide are implementing stricter policies to ensure consumer protection, privacy, and ethical advertising practices. These regulations can vary by region, which creates complexities for advertisers and game developers seeking to maintain compliance across multiple markets. For instance, countries in the European Union have enacted stringent data privacy laws, such as the General Data Protection Regulation (GDPR), which impose strict rules on data collection and user consent. This limits the ability of advertisers to target players based on personal data, reducing the effectiveness of targeted advertising. Similarly, in regions like the United States, there are ongoing discussions about how to regulate advertising aimed at children, which can impact in-game ads in games targeting younger audiences. Also, some countries have specific restrictions on the types of products that can be advertised within games, such as alcohol, gambling, or political content. This can limit the variety of potential advertisers and may require game developers to adjust or remove certain types of ads. These varying regulatory landscapes increase operational complexity, making it more difficult for companies to execute global advertising strategies effectively. Therefore, staying ahead of these legal challenges is crucial for the in-game advertising market's continued growth.

Ad-Blocking Technology

Ad-blocking technology presents a significant challenge to the global in-game advertising market. With the rise of ad blockers, particularly among mobile and PC users, many players are actively preventing ads from being displayed while they play. This directly impacts the effectiveness of in-game ads, reducing the potential reach and revenue for developers and advertisers alike. Players often install ad-blocking software to avoid intrusive or repetitive ads that disrupt their gaming experience, which can result in a loss of monetization opportunities for game creators who rely on advertising revenue. The challenge lies in finding a balance between offering engaging and relevant ads without negatively impacting the player experience. While some game developers have introduced mechanisms to bypass ad blockers, such as offering rewards or incentives for watching ads, these solutions are not always foolproof. Also, players who opt for premium versions of games, often ad-free, also contribute to a reduction in available ad impressions. To overcome this challenge, game developers and advertisers need to create non-intrusive, well-integrated ad formats that enhance, rather than disrupt, the gaming experience. Also, innovative solutions like native ads or reward-based advertising may help to regain player trust and incentivize engagement, reducing the negative impact of ad-blocking technology.

Key Market Trends

Cross Platform Advertising

Cross-platform advertising is an emerging and powerful trend in the global in-game advertising market. As players engage with games across multiple platforms—such as mobile, console, and PC—advertisers are increasingly looking for ways to deliver consistent and integrated ad experiences across these platforms. The shift towards cross-platform advertising allows brands to reach a broader, more diverse audience while maintaining continuity and relevance in their messaging. This trend is driven by the growing number of gamers who play on multiple devices, making it essential for advertisers to create cohesive campaigns that work seamlessly across various platforms. With players switching between devices, brands must ensure that their advertisements are optimized for different screen sizes, formats, and device capabilities. By utilizing cross-platform strategies, advertisers can target users based on their behavior across different platforms, allowing for more personalized and engaging ad experiences. Also, cross-platform advertising enhances the effectiveness of retargeting strategies. Advertisers can track user interactions with ads on one platform and then deliver relevant ads on another, improving the overall impact of campaigns. This trend is especially important in the context of mobile gaming's growth, as it allows advertisers to extend their reach beyond traditional mobile games and tap into the expanding console and PC gaming markets.

Increased Use of Reward Ads

The increased use of rewarded ads is a prominent trend in the global in-game advertising market. Rewarded ads allow players to earn in-game benefits such as virtual currency, extra lives, or special items—by engaging with advertisements, creating a win-win situation for both advertisers and players. This model has gained popularity because it enhances the player experience by offering value in exchange for their time, making them more likely to engage with the ads. For advertisers, rewarded ads provide an opportunity to deliver highly engaged, motivated viewers, as players actively choose to watch the ads to unlock rewards. This results in higher engagement rates and better retention compared to traditional, passive ad formats. Also, rewarded ads foster positive sentiment, as players feel they are being compensated for their time, which can lead to greater brand recall and customer loyalty. This trend is particularly effective in free-to-play games, where in-game ads become a crucial revenue stream. The model also promotes voluntary ad consumption, addressing player concerns about intrusive or disruptive ads. As mobile gaming continues to dominate, the use of rewarded ads is expected to grow, offering advertisers a powerful tool for reaching audiences in a more interactive and rewarding manner.

Rise of Augmented and Virtual Reality Games

The rise of augmented reality (AR) and virtual reality (VR) games is a significant trend shaping the global in-game advertising market. As both technologies continue to evolve, they are transforming how advertisers can engage with players in highly immersive environments. AR and VR offer unique opportunities for more interactive and visually captivating ad placements, allowing brands to integrate advertisements directly into the game world in innovative ways. In AR games, advertisers can place virtual ads in real-world environments, creating a blend of physical and digital worlds. For example, branded virtual billboards or interactive product placements could appear as players engage with the game in real-world locations. This type of immersive advertising is highly engaging and offers the potential for greater consumer interaction and recall. Similarly, VR gaming, with its fully immersive nature, allows advertisers to create brand experiences that are part of the game world itself. Ads can be integrated as virtual products, billboards, or even in-game experiences that feel like natural elements of the environment. Players, while exploring virtual worlds, might encounter branded content or interactive ads that enhance their experience rather than disrupt it. As AR and VR gaming continue to expand, these technologies will become key platforms for advertisers seeking to reach highly engaged, tech-savvy audiences with creative, non-intrusive ad formats. This trend is expected to redefine the future of in-game advertising, blending entertainment with immersive brand experiences.

Segmental Insights

Platform Insights

PC/Laptop dominated the global In-Game Advertising market due to the large and dedicated player base. Gamers on these platforms often engage in longer sessions, allowing for more opportunities to display advertisements. The high-performance capabilities of PCs and laptops also enable the integration of richer, more immersive ad formats, such as interactive ads and high-quality video ads. Also, PC gaming has a wide variety of genres, from esports to role-playing games, which create diverse ad placements tailored to specific audiences. This broad market reach and the ability to deliver targeted ads have made PC and laptop platforms a primary focus for in-game advertisers. Despite the rise of mobile gaming, PC and laptop gaming continue to be key drivers of in-game ad revenue. As a part of this, according to a recent study, the global revenue from Gaming PCs and Laptops is expected to hit USD 62.36 billion by 2025.

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Regional Insights

North America dominated the global In-Game Advertising market, due to several factors, including a large gaming population, high disposable income, and a mature digital advertising ecosystem. The region is home to major gaming companies and esports organizations, driving demand for innovative in-game ad formats. Also, North American players are highly engaged, with a significant number spending extensive time on gaming platforms across various devices, including PC, consoles, and mobile. The region also benefits from advanced technological infrastructure, allowing for seamless integration of complex ad formats like AR, VR, and programmatic ads. Also, advertisers in North America are quick to embrace data-driven and personalized advertising strategies, making it a hotbed for the development and execution of in-game advertising. As a result, North America remains a dominant force in shaping global trends and innovations within the in-game advertising market.

Recent Developments

• In September 2024, Intersport collaborated with EA Sports FC 25, the second installments in the video game studio’s football club (FC) series. Digital advertisements for Intersport will be displayed in-game at stadiums because of the partnership. The true examination, naturally, will be whether virtual ads lead to direct sales and increased foot traffic in the brand’s stores, of which there are over 5,300 across span>43 countries.
• In October 2024, Frameplay, a company specializing in in-game advertising, launched its own ad exchange designed to streamline the gaming advertising landscape for brands and marketers. The platform is designed to serve as a key exchange point for media buyers in the U.S. and other major markets seeking access to intrinsic in-game advertising inventory. At present, Frameplay refers to its ad exchange as the Frameplay Exchange, but Troughton clarified that this name may change as the product develops. The exchange serves for both programmatic purchases of in-game inventory and direct acquisitions from brands and agencies.
• In October 2024, Adverty, Frameplay, and AdInMo have chosen to join forces to establish an innovative preferred partnership in the US and work together across essential global markets to promote standardization. In a major advancement for the in-game advertising industry, this preferred partnership will provide advertisers with unparalleled access to their combined inventory via Frameplay’s newly introduced exchange, creating improved opportunities for brands to connect with gaming audiences worldwide.
• In November 2023, GumGum, a global digital advertising platform prioritizing contextual strategies, revealed the outcomes of a recent intrinsic in-game advertising campaign conducted with Samsung Netherlands. The campaign results demonstrated a notable increase in several areas, including favorable brand attribution and perception, interest in the ad presented, and purchase considerations. With more than three billion gamers worldwide, Samsung sought to raise awareness and improve brand perception among this largely untapped demographic.

Key Market Players

• Activision Blizzard Media
• AppsFlyer Ltd
• Frameplay Corporation
• Pubfinity LLC
• Super League Enterprise, Inc
• Motive Interactive, Inc
• MediaSpike, Inc.
• Electronic Arts Inc.
• Playwire LLC
• Bidstack Limited

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:

o   Static Ads

o   Dynamic Ads

o   Advergaming

• In-Game Advertising Market, By Platform:

o   Smartphone/Tablet

o   PC/Laptop

• In-Game Advertising Market, By Region:

o   North America

§  United States

§  Canada

§  Mexico

o   Asia-Pacific

§  China

§  Japan

§  India

§  Australia

§  South Korea

§  Indonesia

o   Europe

§  France

§  United Kingdom

§  Italy

§  Germany

§  Spain

o   South America

§  Argentina

§  Colombia

§  Brazil

o   Middle East & Africa

§  South Africa

§  Saudi Arabia

§  UAE

§  Turkey

Competitive Landscape

Company Profiles: Detailed analysis of the major companies presents in the Global In-Game Advertising Market.

Available Customizations:

Global In-Game Advertising Market report 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).

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