The Global In-Game Advertising market is valued at USD 7.85 billion in the current year and is expected to register a CAGR of 11.35% during the forecast period to reach a value of USD 13.43 billion by the next five years. In-game advertising market growth is anticipated to benefit from rising social and mobile gaming interest. Commercials, billboards, and backdrop graphics may be used in desktop and mobile games, including advertising. Additionally, because these ads aren't disruptive, gamers may experience the game more seamlessly. In-game commercials are anticipated to have a more substantial audio-visual impact and leave viewers with positive and enduring product impressions.
The Global In-Game Advertising market is moderately consolidated with the presence of several players like Google LLC, Anzu Virtual Reality Ltd., Blizzard Entertainment Inc., Electronic Arts Inc., IronSource Ltd., etc. The companies continuously invest in strategic partnerships and product developments to gain substantial market share. Some of the recent developments in the market are:
In August 2023, Adlook partnered with Anzu, one of the most advanced in-game advertising platforms. Together, they aim to assist brands and agencies in harnessing the enormous potential of intrinsic in-game advertising through Adlook's next-generation brand growth platform. Due to the new partnership, Adlook's clients can programmatically serve IAB-compliant ingrained in-game video and banner ads at scale across platforms to reach the global gaming audience. Anzu's innovative SDK technology is integrated into games to deliver high-quality direct traffic with complete control over ad placements and first-party data.
In April 2023, TransUnion entered a collaboration with Frameplay, the global player in enabling inherent in-gaming advertising, to offer enhanced audience targeting abilities for brands and marketers to reach relevant gaming audiences at scale effectively. Through TransUnion's TruAudience Platform and Data Marketplace solutions, firms can effectively enhance their data-driven in-game advertising techniques to connect with gamers. The engine at the base of the TruAudience Data Marketplace is a deterministically leveled view of audiences across 80 million-plus United States attached homes, nearly all adults and residencies in the country.
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