In-Game Advertising Market Report by Type (Static Ads, Dynamic Ads, Advergaming), Device Type (PC/Laptop, Smartphone/Tablet), and Region 2024-2032

In-Game Advertising Market Report by Type (Static Ads, Dynamic Ads, Advergaming), Device Type (PC/Laptop, Smartphone/Tablet), and Region 2024-2032

Report Format: PDF+Excel | Report ID: SR112024A10024
Buy Now

In-Game Advertising Market Size:

The global in-game advertising market size reached US$ 7.9 Billion in 2023. Looking forward, IMARC Group expects the market to reach US$ 17.9 Billion by 2032, exhibiting a growth rate (CAGR) of 9.54% during 2024-2032. The expanding use of video games as a form of entertainment, the growing penetration of the internet, the growing trend of digitalization and connectivity, and the quick development of ad technology are some of the major factors propelling the market.

Report Attribute
Key Statistics
Base Year
Forecast Years
Historical Years
Market Size in 2023 US$ 7.9 Billion
Market Forecast in 2032 US$ 17.9 Billion
Market Growth Rate (2024-2032)

In-Game Advertising Market Analysis:

  • Major Market Drivers: One of the main factors driving the market is the rise in mobile gaming, which gives marketers access to a wide range of consumers. Furthermore, the expanding trend of free-to-play games, which rely on advertisements for income is also creating a favorable in-game advertising market outlook.
  • Key Market Trends: In-game advertising is currently commonly employed on a variety of gaming platforms, including consoles, PCs, and mobile devices. It provides services to a range of businesses, including FMCG and automotive, which use in-game advertisements to test new marketing tactics and target particular demographics.
  • Geographical Trends: The industry for in-game advertising is dominated by North America and Asia-Pacific due to their substantial gaming populations and strong digital ad spending. Moreover, as more people are playing mobile games, emerging economies like Brazil and India are also seeing growth in the in-game advertising market share.
  • Competitive Landscape: Some of the major market players in the in-game advertising industry include Activision Blizzard Media Ltd., AdInMo Ltd., Adverty AB (publ), Anzu Virtual Reality Ltd., Bidstack Limited, Electronic Arts Inc., HotPlay, IronSource Ltd. (Unity Technologies), Playwire, RapidFire, Inc, among many others.
  • Challenges and Opportunities: Ad blocking technology pose a challenge for the market along with increasing consumer concerns about data privacy. However, the in-game advertising market report identifies prospects such as virtual reality (VR) and augmented reality (AR) technologies, which can generate immersive and engaging advertisments that mix in with the gaming environment. These technologies enable advertisers to engage with consumers in more meaningful ways, integrating adverts into the game without interfering with the user experience.

In-Game Advertising Market

In-Game Advertising Market Trends:

Increasing popularity of gaming

The in-game advertising market growth is significantly driven by the dramatic rise in the number of gamers globally due to accessibility to mobile gaming and the proliferation of gaming consoles and PCs. According to a study by Streamlabs and Stream Hatchet, Twitch , the world's leading livestreaming platform for gamers saw an 83% year-on-year uprise in viewership when the pandemic hit, with over 5 billion hours of content viewed in the second quarter of 2020 alone. This diverse, engaged audience is especially attractive for brands looking to target specific demographics such as young adults and teenagers, who are often difficult to reach through traditional advertising channels.

Rising popularity of e-sports

There are more opportunities for in-game sponsorships and advertising due to the growing popularity of e-sports competitions and game streaming on websites like Twitch and YouTube. Large audiences attend these events, providing advertisers with excellent exposure and interaction opportunities. According to research by BBC, 439 Million people worldwide watched esports events in 2020, a 10% increase from 2019. These platforms collect a ton of information about their users, including their interactions, viewing habits, and preferences. With the help of this data, advertising campaigns can be more relevant and successful by being highly targeted and catered to the audience's unique interests and demographics, thus escalating the in-game advertising demand.

Technological advancements

Over the years, more interactive and interesting ad formats have been made possible by advancements in gaming technology, including AR, VR, and AI. With the use of these technologies, advertisements are incorporated into the story or interactive aspects of the game in a way that adds to rather than takes away from the gameplay experience. Therefore, the growing market for augmented reality (AR), which is predicted to reach US$ 102.7 billion by 2032 and exhibit a growth rate (CAGR) of 27.2% during 2024–2032, and the growing market for virtual reality gaming, which, according to IMARC GROUP, is expected to reach US$ 313.5 billion by 2032 and exhibit a growth rate (CAGR) of 25.8% during 2024–2032, are creating a favorable in-game advertising market forecast.

In-Game Advertising Market Segmentation:

IMARC Group provides an analysis of the key trends in each segment of the market, along with forecasts at the global, regional, and country levels for 2024-2032. Our report has categorized the market based on type and device type.

Breakup by Type:

In-Game Advertising Market

  • Static Ads
  • Dynamic Ads
  • Advergaming

Static ads accounts for the majority of the market share

The report has provided a detailed breakup and analysis of the market based on the type. This includes static ads, dynamic ads, and advergaming. According to the report, static ads represented the largest segment.

Static advertisements are stationary commercials that fit in well with the gaming environment and give advertisers a discrete means of promoting their goods and services. This type of advertising can be simply incorporated into a wide range of gaming platforms, including PC, console, and mobile games, without requiring major modifications to the game's code or functionality. Apart from this, it also enables advertisers to reach a wide audience without being limited by technical limitations. Consequently, the need for static advertisements is increasing due to the increased popularity of gaming consoles. The global gaming console industry is anticipated to reach $40.3 billion by 2023, according to a report published by IMARC GROUP.

Breakup by Device Type:

  • PC/Laptop
  • Smartphone/Tablet

PC/Laptop holds the largest share of the industry

A detailed breakup and analysis of the market based on the device type has also been provided in the report. This includes PC/laptop and smartphone/tablet. According to the report, PC/Laptop accounted for the largest market share.

In the gaming industry, PC/laptop gaming leads the market as it enables advertisers to access to a wide range of players. 92% of all households in 2018 had at least one type of computer, and 85% had a broadband internet subscription, according to the UNITED STATES CENSUS BUREAU. Due to their strong hardware and larger screens, PCs and laptops provide plenty of space for advertisements, making in-game ad placements more effective and engaging. Furthermore, as PC and laptop users frequently play games for extended periods of time, advertisers get an excellent opportunity to interact with players.

Breakup by Region:

In-Game Advertising Market

  • North America
    • United States
    • Canada
  • Europe
    • Germany
    • France
    • United Kingdom
    • Italy
    • Spain
    • Others
  • Asia Pacific
    • China
    • Japan
    • India
    • South Korea
    • Australia
    • Indonesia
    • Others
  • Latin America
    • Brazil
    • Mexico
    • Others
  • Middle East and Africa

North America leads the market, accounting for the largest in-game advertising market share

The report has also provided a comprehensive analysis of all the major regional markets, which include North America (the United States and Canada); Europe (Germany, France, the United Kingdom, Italy, Spain, and others); Asia Pacific (China, Japan, India, South Korea, Australia, Indonesia, and others); Latin America (Brazil, Mexico, and others); and the Middle East and Africa. According to the report, North America represents the largest regional market for in-game advertising.

North America, particularly the United States and Canada, has the largest in-game advertising market revenue due to high penetration rate of digital devices and internet connectivity, which supports an extensive base of gamers across various platforms including mobile, PC, and consoles. According to Entertainment Software Association, nearly 227 million Americans play video games. Two thirds of adults and three quarters of kids under 18 play video games weekly. Across all ages, 80% of players are over 18, and the average age of a video game player is 31. In total, players are about half female (45%) and half male (55%). This wide and active gaming population provides a substantial audience for in-game advertising. Besides, North America hosts major gaming publishers and e-sports leagues, which facilitate collaborations and partnerships with advertisers. The strong e-sports ecosystem in the region, including major tournaments and events, offers additional high-visibility platforms for in-game advertising.

Competitive Landscape:

  • The market research report has also provided a comprehensive analysis of the competitive landscape in the market. Detailed profiles of all major companies have also been provided. Some of the major market players in the in-game advertising industry include Activision Blizzard Media Ltd., AdInMo Ltd., Adverty AB (publ), Anzu Virtual Reality Ltd, Bidstack Limited, Electronic Arts Inc., HotPlay, IronSource Ltd. (Unity Technologies), Playwire, RapidFire, Inc. 

    (Kindly note that this only represents a partial list of companies, and the complete list has been provided in the report.)
  • The in-game advertising market research report shows that game developers and advertisers are exploring new ways to blend real-world brands seamlessly into the virtual gaming environment using AR and VR elements. This integration enhances the player's immersion and delivers a more engaging and interactive advertising experience. Additionally, the rise of cloud gaming and streaming platforms has opened new opportunities for targeted and dynamic in-game advertising. Furthermore, advancements in data analytics and artificial intelligence (AI) by key players that enable precise targeting, optimizing ad placements, and measuring ad performance, makes in-game advertising more effective and appealing to brands seeking to connect with the vast and diverse gaming audience.

In-game advertising Market News:

  • In February 2023, Anzu and Livewire, the global game tech and gaming marketing company, have announced a partnership in Germany. The collaboration will support Anzu and Livewire's footprint in Germany, permitting even more brands to reach gamers via non-intrusive in-game ad placements inside titles they love, where their attention is greatest.
  • In August 2022, in-game advertising provider Adverty announced an exclusive partnership with digital marketing specialist Yazle, allowing the agency to exclusively represent and sell Adverty's full inventory in the Middle East and North Africa (MENA).

In-Game Advertising Market Report Scope:

Report Features Details
Base Year of the Analysis 2023
Historical Period 2018-2023
Forecast Period 2024-2032
Units US$ Billion
Scope of the Report Exploration of Historical Trends and Market Outlook, Industry Catalysts and Challenges, Segment-Wise Historical and Future Market Assessment:
  • Type
  • Device Type
  • Region 
Types Covered Static Ads, Dynamic Ads, Advergaming
Device Types Covered PC/Laptop, Smartphone/Tablet
Regions Covered Asia Pacific, Europe, North America, Latin America, Middle East and Africa
Countries Covered United States, Canada, Germany, France, United Kingdom, Italy, Spain, China, Japan, India, South Korea, Australia, Indonesia, Brazil, Mexico
Companies Covered Activision Blizzard Media Ltd., AdInMo Ltd., Adverty AB (publ), Anzu Virtual Reality Ltd, Bidstack Limited, Electronic Arts Inc., HotPlay, IronSource Ltd. (Unity Technologies), Playwire, RapidFire, Inc., etc.
Customization Scope 10% Free Customization
Report Price and Purchase Option Single User License: US$ 3899
Five User License: US$ 4899
Corporate License: US$ 5899
Post-Sale Analyst Support 10-12 Weeks
Delivery Format PDF and Excel through Email (We can also provide the editable version of the report in PPT/Word format on special request)

Key Questions Answered in This Report:

  • How has the global in-game advertising market performed so far, and how will it perform in the coming years?
  • What are the drivers, restraints, and opportunities in the global in-game advertising market?
  • What is the impact of each driver, restraint, and opportunity on the global in-game advertising market?
  • What are the key regional markets?
  • Which countries represent the most attractive in-game advertising market?
  • What is the breakup of the market based on the type?
  • Which is the most attractive type in the in-game advertising market?
  • What is the breakup of the market based on the device type?
  • Which is the most attractive device type in the in-game advertising market?
  • What is the competitive structure of the global in-game advertising market?
  • Who are the key players/companies in the global in-game advertising market?

Key Benefits for Stakeholders:

  • IMARC’s report offers a comprehensive quantitative analysis of various market segments, historical and current market trends, market forecasts, and dynamics of the in-game advertising market from 2018-2032.
  • The research study provides the latest information on the market drivers, challenges, and opportunities in the global in-game advertising market.
  • The study maps the leading, as well as the fastest-growing, regional markets. It further enables stakeholders to identify the key country-level markets within each region.
  • Porter's five forces analysis assist stakeholders in assessing the impact of new entrants, competitive rivalry, supplier power, buyer power, and the threat of substitution. It helps stakeholders to analyze the level of competition within the in-game advertising industry and its attractiveness.
  • Competitive landscape allows stakeholders to understand their competitive environment and provides an insight into the current positions of key players in the market.

Need more help?

  • Speak to our experienced analysts for insights on the current market scenarios.
  • Include additional segments and countries to customize the report as per your requirement.
  • Gain an unparalleled competitive advantage in your domain by understanding how to utilize the report and positively impacting your operations and revenue.
  • For further assistance, please connect with our analysts.
In-Game Advertising Market Report by Type (Static Ads, Dynamic Ads, Advergaming), Device Type (PC/Laptop, Smartphone/Tablet), and Region 2024-2032
Purchase options

Benefits of Customization

Personalize this research

Triangulate with your data

Get data as per your format and definition

Gain a deeper dive into a specific application, geography, customer, or competitor

Any level of personalization

Get in Touch With Us

Phone: +1-631-791-1145


Phone: +91-120-433-0800


Phone: +44-753-714-6104


Client Testimonials

Aktive Services

IMARC made the whole process easy. Everyone I spoke with via email was polite, easy to deal with, kept their promises regarding delivery timelines and were solutions focused. From my first contact, I was grateful for the professionalism shown by the whole IMARC team. I recommend IMARC to all that need timely, affordable information and advice. My experience with IMARC was excellent and I can not fault it.

Read More
Greenfish S.A.

The IMARC team was very reactive and flexible with regard to our requests. A very good overall experience. We are happy with the work that IMARC has provided, very complete and detailed. It has contributed to our business needs and provided the market visibility that we required

Read More
Colruyt Group

We were very happy with the collaboration between IMARC and Colruyt. Not only were your prices competitive, IMARC was also pretty fast in understanding the scope and our needs for this project. Even though it was not an easy task, performing a market research during the COVID-19 pandemic, you were able to get us the necessary information we needed. The IMARC team was very easy to work with and they showed us that it would go the extra mile if we needed anything extra

Read More

Last project executed by your team was as per our expectations. We also would like to associate for more assignments this year. Kudos to your team.

Read More
Zee Media Corp. Ltd.

We would be happy to reach out to IMARC again, if we need Market Research/Consulting/Consumer Research or any associated service. Overall experience was good, and the data points were quite helpful.

Read More
Arabian Plastic Manufacturing Company Ltd.

The figures of market study were very close to our assumed figures. The presentation of the study was neat and easy to analyse. The requested details of the study were fulfilled. My overall experience with the IMARC Team was satisfactory.

Read More
Sumitomo Corporation

The overall cost of the services were within our expectations. I was happy to have good communications in a timely manner. It was a great and quick way to have the information I needed.

Read More
Hameln Rds

My questions and concerns were answered in a satisfied way. The costs of the services were within our expectations. My overall experience with the IMARC Team was very good.

Read More
Quality Consultants BV

I agree the report was timely delivered, meeting the key objectives of the engagement. We had some discussion on the contents, adjustments were made fast and accurate. The response time was minimum in each case. Very good. You have a satisfied customer.

Read More
TATA Advanced Systems Limited

We would be happy to reach out to IMARC for more market reports in the future. The response from the account sales manager was very good. I appreciate the timely follow ups and post purchase support from the team. My overall experience with IMARC was good.

Read More

IMARC was a good solution for the data points that we really needed and couldn't find elsewhere. The team was easy to work, quick to respond, and flexible to our customization requests.

Read More