In-game Advertising - Asia
- Asia
- Revenue in the In-game Advertising market in Asia is projected to reach €53.78bn in 2025.
- Revenue is expected to show an annual growth rate (CAGR 2025-2029) of 7.64%, resulting in a projected market volume of €72.20bn by 2029.
- The average revenue per user (ARPU) in Asia is expected to amount to €34.60.
- In global comparison, most revenue will be generated China, which is anticipated to reach €47,730.00m in 2025.
- In Asia, the surge in mobile gaming popularity is driving innovative in-game advertising strategies, particularly in countries like South Korea and China.
Key regions: China, India, United States, Germany, Europe
Analyst Opinion
The In-game Advertising Market within the Games Market in Asia is experiencing substantial growth, fueled by factors like heightened smartphone penetration, increasing engagement in gaming, and the rising demand for immersive advertising experiences among players.
Customer preferences: Consumers in Asia are increasingly favoring interactive and personalized in-game advertising experiences, reflecting a desire for deeper engagement within gaming environments. This trend is driven by the rise of mobile gaming, where players expect advertisements to seamlessly integrate with gameplay. Additionally, younger demographics are gravitating towards brands that embrace cultural relevance and local themes in their ads. The growing importance of social media sharing also influences advertisers to craft visually appealing content that resonates with community values and lifestyle aspirations.
Trends in the market: In Asia, the In-game Advertising Market within the Games Market is experiencing a notable shift towards immersive and adaptive advertising strategies, as developers seek to enhance user experience while maximizing brand visibility. In countries like South Korea and Japan, there is a surge in the use of augmented reality (AR) and virtual reality (VR) ads that blend seamlessly with gameplay, attracting tech-savvy audiences. Furthermore, localization is becoming crucial, as brands focus on culturally relevant messaging to connect with younger gamers. This trend signifies a potential shift in advertising budgets, emphasizing interactive content that fosters community engagement and brand loyalty, shaping future marketing strategies across the region.
Local special circumstances: In China, the In-game Advertising Market is heavily influenced by the rapid growth of mobile gaming and the government's regulations on content, leading to a focus on compliant, culturally sensitive advertising. Meanwhile, Japan's unique pop culture elements, such as anime and manga, create opportunities for branded content that resonates with local gamers. In South Korea, the competitive esports environment drives brands to invest in sponsorships and in-game promotions that enhance viewer engagement. India’s diverse demographics are prompting advertisers to create region-specific campaigns that cater to various languages and cultural backgrounds, fostering deeper connections with the gaming community.
Underlying macroeconomic factors: The In-game Advertising Market within the Games Market in Asia is significantly shaped by macroeconomic factors such as economic growth rates, consumer spending, and government policies. In China, a robust GDP growth and rising disposable incomes are fueling mobile gaming adoption, while regulatory frameworks ensure advertisements align with cultural norms. Japan’s strong economy and high consumer engagement with gaming facilitate innovative brand partnerships. South Korea’s thriving esports scene, supported by government investment, attracts substantial sponsorships, enhancing brand visibility. In India, economic diversity drives localized campaigns, allowing advertisers to connect with a wide range of audiences, ultimately boosting market performance.
Methodology
Data coverage:
The data encompasses B2C revenues. Figures are based on in-app advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers ad spending on advertisements displayed within a mobile application.Modeling approach / Market size:
The market size is determined through a combined top-down and bottom-up approach. We use market data from independent databases, the number of application downloads from data partners, survey results taken from our primary research (e.g., Consumer Insights), and third-party reports to analyze and estimate global in-app advertising spending. To analyze the markets, we start by researching digital advertising in mobile applications for each advertising format, incidents of in-app and mobile browser usage, as well as the time spent in mobile apps by categories. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, mobile users, and digital consumer spending. Lastly, we benchmark key countries and/or regions (e.g., global, the United States, China) with external sources.Forecasts:
We apply a variety of forecasting techniques, depending on the behavior of the relevant market. For instance, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption.Additional Notes:
The market is updated twice per year in case market dynamics change. Consumer Insights data is unbiased for representativeness.Vue d’ensemble
- Revenue
- Analyst Opinion
- Users
- Global Comparison
- Methodology
- Key Market Indicators