A new report from ResearchAndMarkets named “United States In-Game Advertising Market Competition Forecast & Opportunities, 2028” projects that the United States in-game advertising market will reach $13.09 billion by 2028, growing at a CAGR of 10.2% from 2022 to 2028. The market is expected to be driven by the increasing popularity of free-to-play mobile games, the integration of native and non-disruptive ad formats, and the rise of esports.
The report identifies the increasing popularity of free-to-play mobile games, the integration of native and non-disruptive ad formats, and the rise of esports as the critical drivers of the in-game advertising market.
Free-to-play mobile games are the primary drivers of the in-game advertising market, as they monetize through in-game advertising. The popularity of these games is expected to grow in the coming years, driven by factors such as the increasing availability of high-speed internet connections and the rising penetration of smartphones.
Advertisers are increasingly moving away from intrusive and disruptive ad formats, such as pop-up and video ads, which can negatively impact the gaming experience. Instead, they focus on integrating native and non-disruptive ad formats that blend seamlessly with the game environment.
Esports, or electronic sports, is a form of competitive video gaming that has recently become popular. Advertisers are increasingly looking to esports to reach their target audience, and in-game advertising is one of the most effective ways.
The report also identifies several key challenges faced by the in-game advertising market, including increased competition among companies for the consumer’s attention, the difficulty of targeting the right audience, and the issue of advertisement intrusiveness.
Despite these challenges, the report concludes that the in-game advertising market is expected to continue to grow in the coming years. Advertisers increasingly recognize the power of in-game advertising to reach their target audience and build brand awareness. As the market continues to mature, we can expect to see even more innovative and effective ad formats emerge.
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