In-Game Advertising 2023

Brands Eye Opportunities as Mobile Rebounds and New Platforms Open Up

Report by Yoram Wurmser  | May 31, 2023
Download
Report
Share
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.

Here’s what’s in the full report

1file

Exportable files for easy reading, analysis and sharing.

3charts

Reliable data in simple displays for presentations and quick decision making.

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

    Access All Charts and Data

    Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry, included at no extra cost.
    Gain Access to EMARKETER →
    Log in to EMARKETER

    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

    Latest Reports

    UK Digital Ad Spending by Industry 2024
    Report
    UK Digital Ad Spending by Industry 2024
    Canada Digital Ad Spending by Industry 2024
    Report
    Canada Digital Ad Spending by Industry 2024
    Affiliate Marketing 2024
    Report
    Affiliate Marketing 2024
    How CMOs Are Maximizing ROI
    Report
    How CMOs Are Maximizing ROI
    7 Charts That Define Digital Markets in 2024 and Beyond
    Report
    7 Charts That Define Digital Markets in 2024 and Beyond
    US Retail Technology 2024
    Report
    US Retail Technology 2024
    Gen Z Path to Purchase 2024
    Report
    Gen Z Path to Purchase 2024
    Worldwide Retail Ecommerce Forecast 2024 Midyear Update
    Report
    Worldwide Retail Ecommerce Forecast 2024 Midyear Update
    Western Europe Ecommerce Forecast 2024
    Report
    Western Europe Ecommerce Forecast 2024
    The Retail Media Opportunity
    Report
    The Retail Media Opportunity
    Generational Differences in Patients’ Health Journeys
    Report
    Generational Differences in Patients’ Health Journeys
    In-Store Digital Payment and Checkout Trends
    Report
    In-Store Digital Payment and Checkout Trends
    Infopack: Apparel 2024​
    Report
    Infopack: Apparel 2024​
    Mass Affluent Consumer Banking
    Report
    Mass Affluent Consumer Banking
    Earnings Report: How Is the Retail & Ecommerce Industry Faring Halfway Through 2024?
    Report
    Earnings Report: How Is the Retail & Ecommerce Industry Faring Halfway Through 2024?

    Popular on EMARKETER

    TikTok begins existential court battle for its US business
    Article
    TikTok begins existential court battle for its US business
    5 charts on Netflix’s ad progress: Growth, viewership, Gen Z penetration
    Article
    5 charts on Netflix’s ad progress: Growth, viewership, Gen Z penetration
    How consumers plan to save money during the holidays
    Article
    How consumers plan to save money during the holidays
    Consumers feel CTV ads are more relevant than traditional TV
    Article
    Consumers feel CTV ads are more relevant than traditional TV
    Commerce video drives retail growth
    Article
    Commerce video drives retail growth
    YouTube holds the largest share time spent with TV
    Article
    YouTube holds the largest share time spent with TV
    3 ways Gen Z is leading social media usage
    Article
    3 ways Gen Z is leading social media usage
    Canada Digital Ad Spending by Industry 2024
    Report
    Canada Digital Ad Spending by Industry 2024
    Amazon (and other retailers) push the holiday season into October
    Article
    Amazon (and other retailers) push the holiday season into October
    YouTube expands pause ads to smart TVs
    Article
    YouTube expands pause ads to smart TVs
    Search saw consistently higher clickthrough rates than social and retail media worldwide in the last year
    Article
    Search saw consistently higher clickthrough rates than social and retail media worldwide in the last ...
    Marketing strategies for a shortened 2024 holiday shopping season
    Article
    Marketing strategies for a shortened 2024 holiday shopping season
    Most advertisers measure retail media success through performance metrics
    Article
    Most advertisers measure retail media success through performance metrics
    Why more niche streaming services are popping up
    Article
    Why more niche streaming services are popping up
    Google will enable advertisers to protect their first-party data—even from Google itself
    Article
    Google will enable advertisers to protect their first-party data—even from Google itself

    Latest Forecasts

    Travel Media Network
    Forecasts
    Travel Media Network
    Uber, US
    Forecasts
    Uber, US
    Digital Audio Revenue, US
    Forecasts
    Digital Audio Revenue, US
    Spotify, Canada
    Forecasts
    Spotify, Canada
    B2B Ad Spending, US
    Forecasts
    B2B Ad Spending, US
    B2B Ad Spending, Australia
    Forecasts
    B2B Ad Spending, Australia
    B2B Digital Ad Spending, Brazil
    Forecasts
    B2B Digital Ad Spending, Brazil
    B2B Ad Spending, Canada
    Forecasts
    B2B Ad Spending, Canada
    B2B Ad Spending, China
    Forecasts
    B2B Ad Spending, China
    B2B Ad Spending, France
    Forecasts
    B2B Ad Spending, France
    B2B Ad Spending, Germany
    Forecasts
    B2B Ad Spending, Germany
    B2B Ad Spending, India
    Forecasts
    B2B Ad Spending, India
    B2B Ad Spending, Japan
    Forecasts
    B2B Ad Spending, Japan
    B2B Ad Spending, Mexico
    Forecasts
    B2B Ad Spending, Mexico
    B2B Ad Spending, South Korea
    Forecasts
    B2B Ad Spending, South Korea

    "Behind the Numbers" Podcast

    The Weekly Listen: What happens if TikTok is (or isn’t) banned in the US, what marketers get most wrong about consumers, and more
    Audio
    The Weekly Listen: What happens if TikTok is (or isn’t) banned in the US, what marketers get most ...
    The Daily: Google’s digital ad tech antitrust trial—The DoJ’s case against them and the search giants defense
    Audio
    The Daily: Google’s digital ad tech antitrust trial—The DoJ’s case against them and the search ...
    Reimagining Retail: Gen Z’s path-to-purchase—What most folks get wrong about them and how social media influences in-store behavior
    Audio
    Reimagining Retail: Gen Z’s path-to-purchase—What most folks get wrong about them and how social ...
    The Daily: How generations use social media—Gen Z’s actual favorite platform, the one Boomers are adopting the fastest, and more
    Audio
    The Daily: How generations use social media—Gen Z’s actual favorite platform, the one Boomers are ...
    The Daily: What to make of democratic countries (like Brazil) banning social media apps (like X)
    Audio
    The Daily: What to make of democratic countries (like Brazil) banning social media apps (like X)
    The Weekly Listen: Does Facebook actually have a young person problem, the interactive ads of the future, and more
    Audio
    The Weekly Listen: Does Facebook actually have a young person problem, the interactive ads of the ...
    The Daily: How travel Is changing—Has it actually fully recovered, how budget airlines are pivoting, and more
    Audio
    The Daily: How travel Is changing—Has it actually fully recovered, how budget airlines are pivoting, ...
    Reimagining Retail: Why are so many new peer-to-peer resale marketplaces are being launched and how they can succeed
    Audio
    Reimagining Retail: Why are so many new peer-to-peer resale marketplaces are being launched and how ...
    The Banking & Payments Show: Financial Media Networks
    Audio
    The Banking & Payments Show: Financial Media Networks
    The Daily: Why the California AI bill matters so much, what AI rules are missing, and more
    Audio
    The Daily: Why the California AI bill matters so much, what AI rules are missing, and more
    The Weekly Listen: Why Pavel Durov’s arrest spooked social media giants, swapping barcodes for QR ones, and more
    Audio
    The Weekly Listen: Why Pavel Durov’s arrest spooked social media giants, swapping barcodes for QR ...
    The Daily: What AI should (and shouldn’t) be allowed to do in healthcare
    Audio
    The Daily: What AI should (and shouldn’t) be allowed to do in healthcare
    Reimagining Retail: What will impact this year’s 2024 holiday sales and why in-store shopping will be a priority
    Audio
    Reimagining Retail: What will impact this year’s 2024 holiday sales and why in-store shopping will ...
    The Daily: Why OOH advertising is making a comeback, the potential of OOH CTV ads, and more
    Audio
    The Daily: Why OOH advertising is making a comeback, the potential of OOH CTV ads, and more
    The Weekly Listen: How the new NBA rights deal affects networks, viewers and advertisers, tapping into consumer ‘modes’, and more
    Audio
    The Weekly Listen: How the new NBA rights deal affects networks, viewers and advertisers, tapping ...