Market Insights Advertising & Media Media Games

In-game Advertising - Australia

Australia

In Australia, revenue in the In-game Advertising market market is projected to reach €1.14bn in 2024.
Revenue is expected to demonstrate an annual growth rate (CAGR 2024-2029) of 8.57%, resulting in a projected market volume of €1.72bn by 2029.
The average revenue per user (ARPU) in Australia is anticipated to amount to €95.74.
In a global context, the majority of revenue will be generated China, which is expected to reach €43,220.00m in 2024.
In Australia, the rise of mobile gaming has significantly enhanced the integration of in-game advertising, creating new opportunities for brands to engage younger audiences.

Key regions: China, India, United States, Germany, Europe

Marché

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Analyst Opinion

The In-game Advertising market in Australia has been experiencing significant growth in recent years, driven by changing customer preferences and the increasing popularity of online gaming.

Customer preferences: With the rise of online gaming, more and more Australians are spending their leisure time playing video games. This has created a large and engaged audience for advertisers to target. In addition, younger generations, who are more likely to be avid gamers, are becoming an increasingly important consumer group. These customers are often tech-savvy and open to new forms of advertising, making in-game advertising an effective way to reach them.

Trends in the market: One of the key trends in the Australian In-game Advertising market is the integration of advertisements directly into the gameplay experience. Rather than simply displaying ads on loading screens or in-between levels, advertisers are finding innovative ways to incorporate their messages into the game itself. This could include branded in-game items, sponsored events or challenges, or even product placements within the virtual world. By seamlessly integrating ads into the gameplay, advertisers can create a more immersive and engaging experience for players. Another trend in the market is the use of data and analytics to target ads more effectively. Advertisers are increasingly leveraging player data to understand their preferences and behaviors, allowing them to deliver more relevant and personalized ads. This not only improves the effectiveness of the advertising campaigns but also enhances the overall gaming experience for players, as they are more likely to see ads that are relevant to their interests.

Local special circumstances: Australia has a strong gaming culture, with a large and active community of gamers. The country is home to several successful game development studios and hosts numerous gaming events and conventions throughout the year. This vibrant gaming ecosystem provides a fertile ground for in-game advertising to thrive. Additionally, Australia has a high smartphone penetration rate, with a significant portion of the population playing mobile games. This presents a valuable opportunity for advertisers to reach a large and diverse audience.

Underlying macroeconomic factors: The growing In-game Advertising market in Australia can also be attributed to several macroeconomic factors. The country has a stable and prosperous economy, which has led to increased consumer spending on entertainment and leisure activities. As a result, more Australians are investing in gaming consoles, PCs, and mobile devices, creating a larger market for in-game advertising. Furthermore, the widespread availability of high-speed internet and the increasing affordability of data plans have made online gaming more accessible to a broader audience, further driving the growth of the market. In conclusion, the In-game Advertising market in Australia is experiencing significant growth due to changing customer preferences, the rising popularity of online gaming, and the country's strong gaming culture. The integration of advertisements into gameplay and the use of data analytics to target ads more effectively are key trends in the market. With a stable economy and a large and engaged gaming community, Australia provides a favorable environment for in-game advertising to thrive.

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.