Market Insights Advertising & Media Media Games

In-game Advertising - United States

United States

In the United States, revenue in the In-game Advertising market market is projected to reach €39.48bn in 2024.
This revenue is expected to demonstrate an annual growth rate (CAGR 2024-2029) of 9.92%, which will result in a projected market volume of €63.34bn by 2029.
Furthermore, the average revenue per user (ARPU) in the United States is anticipated to amount to €195.70.
In a global context, the most substantial revenue will be generated China, with an expected figure of €43,220.00m in 2024.
In the United States, the in-game advertising market is increasingly integrating immersive experiences, reflecting a shift towards more engaging and interactive brand placements.

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

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Analyst Opinion

The In-game Advertising market in United States is experiencing significant growth and development.

Customer preferences: In recent years, there has been a shift in customer preferences towards digital entertainment and gaming. With the increasing popularity of video games, consumers are spending more time playing games on various platforms, including consoles, PCs, and mobile devices. This has created a lucrative opportunity for advertisers to reach a large and engaged audience through in-game advertising.

Trends in the market: One of the key trends in the In-game Advertising market in United States is the integration of native advertising within games. Native advertising seamlessly blends with the game environment, providing a non-intrusive and immersive experience for players. This type of advertising allows brands to connect with gamers in a more organic and authentic way, enhancing the overall gaming experience. Another trend in the market is the use of programmatic advertising technology. Programmatic advertising enables advertisers to automate the buying and selling of ad space in real-time, optimizing the targeting and delivery of ads to the right audience at the right time. This technology has revolutionized the In-game Advertising market by making it more efficient and cost-effective for advertisers to reach their target audience.

Local special circumstances: The United States has a strong gaming culture and a large number of gamers, making it an attractive market for in-game advertising. The country is home to many popular gaming companies and has a thriving esports industry. This creates a unique opportunity for advertisers to reach a highly engaged and passionate audience through in-game advertising. Furthermore, the United States has a robust digital advertising ecosystem with advanced targeting capabilities. Advertisers can leverage sophisticated data analytics and targeting tools to deliver personalized and relevant ads to gamers. This level of customization and targeting helps to maximize the effectiveness and impact of in-game advertising campaigns.

Underlying macroeconomic factors: The growth of the In-game Advertising market in United States can be attributed to several macroeconomic factors. Firstly, the increasing penetration of smartphones and high-speed internet has made gaming more accessible to a wider audience. This has led to a surge in the number of gamers and the amount of time spent playing games, creating a larger market for in-game advertising. Secondly, the rise of social media and streaming platforms has fueled the demand for interactive and engaging content. In-game advertising provides a unique opportunity for brands to connect with consumers in a meaningful way, leveraging the popularity of gaming and the social nature of online gaming communities. Lastly, the COVID-19 pandemic has further accelerated the growth of the In-game Advertising market in United States. With people spending more time at home and seeking entertainment options, the demand for video games has soared. Advertisers are capitalizing on this trend by increasing their investment in in-game advertising to reach the growing number of gamers. In conclusion, the In-game Advertising market in United States is experiencing significant growth and development due to the increasing popularity of gaming, the integration of native advertising, the use of programmatic advertising technology, the strong gaming culture, the advanced digital advertising ecosystem, and the underlying macroeconomic factors such as the accessibility of gaming, the demand for interactive content, and the impact of the COVID-19 pandemic.

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.