In-Game Advertising 2023

Brands Eye Opportunities as Mobile Rebounds and New Platforms Open Up

Report by Yoram Wurmser  | May 31, 2023
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Table of Contents
Report Snapshot
Mobile still dominates the in-game ad landscape, but big changes are afoot.
Mobile game advertising continues to grow despite headwinds.
Privacy rules have permanently changed the in-game ad ecosystem.
King expands its lead in advertising revenues.
Advertising in console games—and elsewhere—is set to rise.
Gamers prefer relevant and realistic ads.
How should brands, agencies, and ecommerce players take advantage of new ad formats?
Insider Intelligence Interviews
Sources
Media Gallery
About This Report
As mobile games adjust to privacy rules and consoles pursue new native ad formats, brands finally have more chances to advertise in games.
Topics
Video Games
Mobile Games
US
Table of Contents
Report Snapshot
Mobile still dominates the in-game ad landscape, but big changes are afoot.
Mobile game advertising continues to grow despite headwinds.
Privacy rules have permanently changed the in-game ad ecosystem.
King expands its lead in advertising revenues.
Advertising in console games—and elsewhere—is set to rise.
Gamers prefer relevant and realistic ads.
How should brands, agencies, and ecommerce players take advantage of new ad formats?
Insider Intelligence Interviews
Sources
Media Gallery

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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4expert perspectives

Insights from industry and company leaders.

    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

    Charts in This Report

    US Mobile Gaming Ad Revenues, 2020-2027 (billions, % change, and % of digital ad spending)Mobile Gaming App User Acquisition Metrics Worldwide: Cost per Install (CPI), by OS, Q1 2021-Q4 2022
    Attitudes Toward Video Game Advertising According to US Gamers, Oct 2022 (% of respondents)

    Interviewed for This Report

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

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    authors

    Yoram Wurmser

    Contributors

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