The in-game advertising market in the United States is anticipated to achieve a value of $13.09 billion
A recent report by ResearchAndMarkets, titled "United States In-Game Advertising Market Competition Forecast & Opportunities, 2028," foresees robust growth in the US in-game advertising market, estimating a reach of $13.09 billion by 2028. This surge is anticipated to reflect a compelling compound annual growth rate (CAGR) of 10.2% from 2022 to 2028.
The report underscores several factors propelling the in-game advertising market forward. Notably, the increasing popularity of free-to-play mobile games takes center stage as a primary catalyst. With these games monetizing through in-game advertising, their rising popularity is driven by factors such as the widespread availability of high-speed internet and the growing penetration of smartphones.
In response to evolving consumer preferences, advertisers are shifting away from intrusive formats like pop-up and video ads, which can detract from the gaming experience. Instead, there's a strategic focus on integrating native and non-disruptive ad formats that seamlessly blend into the gaming environment.
The burgeoning realm of esports, characterized by competitive video gaming, emerges as another pivotal driver. Advertisers recognize the potential of reaching their target audience through in-game advertising within this rapidly growing sector.
While the report acknowledges challenges faced by the in-game advertising market, including heightened competition for consumer attention and targeting difficulties, it remains optimistic about the industry's trajectory. Advertisers increasingly acknowledge the efficacy of in-game advertising in reaching target audiences and building brand awareness.
Despite challenges, the report concludes that the in-game advertising market is poised for continued growth. As the market matures, innovative and effective ad formats are expected to emerge, further solidifying in-game advertising's role as a powerful tool for advertisers.
In summary, the US in-game advertising market is on a trajectory of significant expansion, fueled by the allure of free-to-play mobile games, the strategic adoption of non-disruptive ad formats, and the burgeoning popularity of esports. The projected $13.09 billion valuation by 2028 reflects the industry's resilience and adaptability, setting the stage for continued innovation and growth in the dynamic landscape of in-game advertising.
Source: adapted from an article by Baytan Uğur Yem, Author for Mobidictum.