US In-Game Ad Revenues Forecast 2024

Mobile Still Dominates as New Ad Formats Attract Brands

Report by Yoram Wurmser  | May 30, 2024
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Executive Summary
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Table of Contents
Executive Summary
The post-ATT game landscape gives brands new opportunities
In-game advertising will grow at a moderate pace as its share of digital ad spend remains small
The increased sophistication of games will attract more brand dollars
EMARKETER Interviews
Sources
Media Gallery
About This Report
In-game advertising will maintain solid growth over the next few years, but its share of digital ad spending will decline, despite heightened brand interest.
Topics
Video Games
US
Table of Contents
Executive Summary
The post-ATT game landscape gives brands new opportunities
In-game advertising will grow at a moderate pace as its share of digital ad spend remains small
The increased sophistication of games will attract more brand dollars
EMARKETER Interviews
Sources
Media Gallery

After a few tumultuous years, in-game advertising will grow solidly through 2028. Game developers still buy most of the ads served in games. But new, more standardized formats have lured brands that are attracted by gaming’s huge and diverse audience.

Key Question: How quickly is in-game advertising growing, and where are the opportunities for brands?

Games Across All Devices Will Earn Roughly $1 in Ads for Every $40 in Digital Ad Spending in the US
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Key Stat: After 2023’s rapid increase in US game ad revenues, growth will hover at a steady rate in the next few years—but not fast enough to sustain gaming’s current share of overall digital ad revenues.

Here’s what’s in the full report

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    Table of Contents

    1. Executive Summary
    2. The post-ATT game landscape gives brands new opportunities
    3. In-game advertising will grow at a moderate pace as its share of digital ad spend remains small
    1. The increased sophistication of games will attract more brand dollars
    2. EMARKETER Interviews
    3. Sources
    1. Media Gallery

    Charts in This Report

    Games Across All Devices Will Earn Roughly $1 in Ads for Every $40 in Digital Ad Spending in the USAd Spending in Digital Games Continues to Underperform Compared to Time Spent
    US Mobile In-Game Ad Spending Growth Will Slow in 2024King Increases Its Lead Over TakeTwo in Mobile Gaming
    Advertising Console, Handheld, and Desktop Games Will Hit $1 Billion in Annual Spending in 2026Advertising in Gaming Videos Is a Multimillion Dollar Market

    Interviewed for This Report

    Sean Holzman
    The Trade Desk
    General Manager, Inventory Development
    Interviewed May 8, 2024
    Kunal Nagpal
    InMobi
    Chief Business Officer
    Interviewed May 13, 2024
    Lashanne Phang
    PubMatic
    Vice President, Mobile
    Interviewed April 19, 2024
    Adam Smart
    AppsFlyer
    Director, Product–Gaming
    Interviewed February 14, 2024
    Daniel Tchernahovsky
    AppLovin
    Vice President, Global Business Development
    Interviewed April 30, 2024
    Michael Tighe
    Lumen Research
    Lead Attention Consultant
    Interviewed May 13, 2024
    Natalia Vasilyeva
    Anzu
    Executive Vice President, Marketing and Strategy
    Interviewed May 2, 2024

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    authors

    Yoram Wurmser

    Contributors

    Ross Benes
    Chris Keating
    Director, Research
    Evelyn Mitchell-Wolf
    Senior Analyst, Digital Advertising & Media
    Andrew Spink
    Forecasting Analyst