In-Game Advertising Industry: Unlocking Value through Sustainability and Efficiency by 2029 | TechSc
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.
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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.
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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