In-Game Advertising 2023

Brands Eye Opportunities as Mobile Rebounds and New Platforms Open Up

Report Snapshot

The 184.6 million gamers in the US represent a sizable and largely untapped audience for brands. Most in-game ads promote installs of other mobile games, but new formats could entice more brands and create programmatic solutions in PCs, consoles, and eventually other platforms.

Key Question: What are in-game advertising’s big trends right now, and how can brands take advantage?

KEY STAT: Mobile games attract only 3.9% of mobile ad revenues compared with 10.6% of time spent.

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    Table of Contents

    1. Report Snapshot
    2. Mobile still dominates the in-game ad landscape, but big changes are afoot.
    3. Mobile game advertising continues to grow despite headwinds.
    4. Privacy rules have permanently changed the in-game ad ecosystem.
    1. King expands its lead in advertising revenues.
    2. Advertising in console games—and elsewhere—is set to rise.
    3. Gamers prefer relevant and realistic ads.
    4. How should brands, agencies, and ecommerce players take advantage of new ad formats?
    1. Insider Intelligence Interviews
    2. Sources
    3. Media Gallery

    Interviewed for This Report

    Simon Dussart
    Interviewed May 1, 2023
    Lewis Hadley
    Vice President, Marketing
    Interviewed May 5, 2023
    Adam Smart
    Director of Product, Gaming
    Interviewed May 2, 2023
    Natalia Vasilyeva
    Executive Vice President, Marketing and Strategy
    Interviewed April 28, 2023

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    Yoram Wurmser


    Ross Benes
    Senior Analyst
    Jennifer Jhun
    Research Director, International and Special Projects
    Chris Keating
    Director, Research
    Jessica Lis
    Analyst, Technology
    Andrew Spink
    Forecasting Analyst

    "Behind the Numbers" Podcast