游戏内广告市场规模、份额及成长分析（按类型、设备类型及地区划分）－2025-2032年产业预测

全球游戏内广告市场预计到 2024 年将达到 81 亿美元，到 2025 年将达到 90.1 亿美元，到 2033 年将达到 210.6 亿美元，在预测期（2026-2033 年）内复合年增长率为 11.2%。

全球游戏内广告市场正经历显着成长，这主要得益于智慧型手机和网路的普及，以及行动和网路游戏的日益普及。随着游戏玩家数量成长至约30亿，广告商正积极利用这项平台接触到更年轻、更活跃的用户群。玩家游戏时间的增加为精准投放相关广告提供了绝佳机会。程序化广告技术的进步使得即时、个人化的游戏内广告体验成为可能，从而提升了广告效果。然而，用户隐私问题、广告拦截器的普遍使用、某些格式的广告可见度受限、可能对游戏体验造成干扰以及严格的数位广告监管等挑战，都可能阻碍市场未来的扩张。

全球游戏内广告市场驱动因素

全球游戏内广告市场的主要驱动力之一是行动游戏渗透率的不断提高和线上多人游戏的日益普及。随着越来越多的玩家沉浸在各种平台上的互动内容，广告主逐渐意识到在身临其境型环境中触及精准目标受众的巨大潜力。这种广告整合不仅提升了玩家体验，也为品牌提供了与消费者互动的创新方式。随着游戏产业对商业化战略的需求日益增长，游戏内广告作为一种将推广内容与游戏玩法无缝融合的有效解决方案，推动了游戏内广告的普及和市场成长。

全球游戏内广告市场限制因素

全球游戏内广告市场面临的主要限制因素之一是用户隐私和资料保护条例日益受到关注。随着消费者对自身资料权利以及可能侵犯其隐私的广告行为的认识不断提高，游戏开发商和广告商面临越来越大的压力，需要采取更透明和符合道德规范的行销策略。这可能导致数据收集方法受到限制，并降低游戏内定向广告的有效性。因此，这些监管挑战可能会阻碍广告主有效触及目标受众，并抑制游戏内广告产业的成长。

全球游戏内广告市场趋势

全球游戏内广告市场正呈现出显着的扩张趋势，其范围已从行动平台扩展到主机和PC游戏环境，包括PlayStation、Xbox以及各种高阶PC游戏。这项转变的特点是整合了创新且干扰性较小的广告形式，例如载入介面横幅广告和身临其境型即时环境品牌推广，这些广告形式能够在不中断游戏体验的前提下提升使用者体验。随着游戏之间的互联性增强，以及对广告策略的接受度提高，北美和欧洲等地区的游戏内广告市场正经历加速增长，这标誌着游戏内广告作为一种收入来源正被游戏行业广泛接受。

目录

介绍

• 调查目标
• 市场定义和范围

调查方法

• 调查过程
• 二手资料和一手资料方法
• 市场规模估算方法

执行摘要

• 全球市场展望
• 主要市场亮点
• 细分市场概览
• 竞赛概况

市场动态与展望

• 总体经济指标
• 驱动因素和机会
• 限制与挑战
• 供给面趋势
• 需求面趋势
• 波特分析及其影响

关键市场考察

• 关键成功因素
• 影响市场的因素
• 关键投资机会
• 生态系测绘
• 市场吸引力指数（2025）
• PESTEL 分析
• 价值链分析
• 定价分析
• 案例研究
• 监管环境
• 技术评估

全球游戏内广告市场规模（按类型及复合年增长率划分）（2026-2033 年）

• 静态广告
• 动态广告
• 广告游戏

全球游戏内广告市场规模（依装置类型划分）及复合年增长率（2026-2033 年）

• 桌上型电脑/笔记型电脑
• 智慧型手机/平板电脑

全球游戏内广告市场规模及复合年增长率（2026-2033）

• 北美洲
  • 美国
  • 加拿大
• 欧洲
  • 德国
  • 西班牙
  • 法国
  • 英国
  • 义大利
  • 其他欧洲地区
• 亚太地区
  • 中国
  • 印度
  • 日本
  • 韩国
  • 亚太其他地区
• 拉丁美洲
  • 墨西哥
  • 巴西
  • 其他拉丁美洲地区
• 中东和非洲
  • 海湾合作委员会国家
  • 南非
  • 其他中东和非洲地区

竞争资讯

• 前五大公司对比
• 主要企业的市场定位（2025 年）
• 主要市场参与者所采取的策略
• 近期市场趋势
• 公司市占率分析（2025 年）
• 主要企业公司简介
  • 公司详情
  • 产品系列分析
  • 依业务板块进行公司股票分析
  • 2023-2025年营收年比比较

主要企业简介

• Unity Technologies（United States）
• AppLovin（United States）
• ironSource（Israel）
• AdColony（United States）
• Digital Turbine（United States）
• Azerion（Netherlands）
• Anzu（Israel）
• Bidstack（United Kingdom）
• Google（United States）
• Tencent Holdings Ltd.（China）
• InMobi（India）
• Criteo（France）
• VergeSense（United States）
• MediaMath（United States）
• Tapjoy（United States）
• Take-Two Interactive（United States）
• Blizzard Entertainment（United States）
• Electronic Arts（EA）（United States）
• Mintegral（China）
• Fyber（Germany）

结论与建议

Global In-Game Advertising Market size was valued at USD 8.1 billion in 2024 and is poised to grow from USD 9.01 billion in 2025 to USD 21.06 billion by 2033, growing at a CAGR of 11.2% during the forecast period (2026-2033).

The global in-game advertising market is witnessing significant growth driven by the widespread adoption of smartphones and the internet, alongside the rising popularity of mobile and online gaming. As the gamer demographic expands towards nearly 3 billion individuals, advertisers are increasingly leveraging this platform to engage younger and more active audiences. The extended hours gamers spend playing present unique opportunities for relevant ad placements. Technological advancements in programmatic advertising facilitate real-time, personalized ad experiences within games, making them more effective. However, challenges such as user privacy concerns, the prevalence of ad blockers, restrictions on ad visibility in certain formats, potential disruption to gameplay, and stringent regulations on digital advertising may hinder market expansion in the future.

Top-down and bottom-up approaches were used to estimate and validate the size of the Global In-Game Advertising market and to estimate the size of various other dependent submarkets. The research methodology used to estimate the market size includes the following details: The key players in the market were identified through secondary research, and their market shares in the respective regions were determined through primary and secondary research. This entire procedure includes the study of the annual and financial reports of the top market players and extensive interviews for key insights from industry leaders such as CEOs, VPs, directors, and marketing executives. All percentage shares split, and breakdowns were determined using secondary sources and verified through Primary sources. All possible parameters that affect the markets covered in this research study have been accounted for, viewed in extensive detail, verified through primary research, and analyzed to get the final quantitative and qualitative data.

Global In-Game Advertising Market Segments Analysis

Global In-Game Advertising Market is segmented by Type, Device Type and region. Based on Type, the market is segmented into Static Ads, Dynamic Ads and Advergaming. Based on Device Type, the market is segmented into PC/Laptop and Smartphone/Tablet. Based on region, the market is segmented into North America, Europe, Asia Pacific, Latin America and Middle East & Africa.

Driver of the Global In-Game Advertising Market

One key market driver for the Global In-Game Advertising Market is the increasing penetration of mobile gaming and the growing popularity of online multiplayer games. As more players engage with interactive content across various platforms, advertisers recognize the potential to reach a highly targeted audience in immersive environments. This integration of advertising not only enhances player experience but also provides brands with innovative ways to engage consumers. With the rising demand for monetization strategies in the gaming industry, in-game advertising presents an effective solution that seamlessly blends promotional content with gameplay, driving its adoption and market growth.

Restraints in the Global In-Game Advertising Market

One key market restraint for the global in-game advertising market is the growing concern over user privacy and data protection regulations. As consumers become increasingly aware of their data rights and the potential for intrusive advertising practices, there is mounting pressure on game developers and advertisers to adopt more transparent and ethical marketing strategies. This can lead to restrictions on data collection methods and limit the effectiveness of targeted advertising within games. Consequently, these regulatory challenges can hinder the ability of advertisers to reach their desired audience effectively, potentially stalling growth in the in-game advertising sector.

Market Trends of the Global In-Game Advertising Market

The Global In-Game Advertising market is witnessing a notable trend of expansion beyond mobile platforms to include console and PC gaming environments, such as PlayStation, Xbox, and various high-end PC titles. This shift is characterized by the integration of innovative and less intrusive ad formats, such as loading screen banners and immersive live environment branding, which enhance user experience without disrupting gameplay. As gaming becomes increasingly interconnected and receptive to advertising strategies, regions like North America and Europe are experiencing accelerated growth in this sector, signaling a growing acceptance of in-game ads as a viable revenue stream within the gaming industry.

Table of Contents

Introduction

• Objectives of the Study
• Market Definition & Scope

Research Methodology

• Research Process
• Secondary & Primary Data Methods
• Market Size Estimation Methods

Executive Summary

• Global Market Outlook
• Key Market Highlights
• Segmental Overview
• Competition Overview

Market Dynamics & Outlook

• Macro-Economic Indicators
• Drivers & Opportunities
• Restraints & Challenges
• Supply Side Trends
• Demand Side Trends
• Porters Analysis & Impact
  • Competitive Rivalry
  • Threat of Substitute
  • Bargaining Power of Buyers
  • Threat of New Entrants
  • Bargaining Power of Suppliers

Key Market Insights

• Key Success Factors
• Market Impacting Factors
• Top Investment Pockets
• Ecosystem Mapping
• Market Attractiveness Index, 2025
• PESTEL Analysis
• Value Chain Analysis
• Pricing Analysis
• Case Studies
• Regulatory Landscape
• Technology Assessment

Global In-Game Advertising Market Size by Type & CAGR (2026-2033)

• Market Overview
• Static Ads
• Dynamic Ads
• Advergaming

Global In-Game Advertising Market Size by Device Type & CAGR (2026-2033)

• Market Overview
• PC/Laptop
• Smartphone/Tablet

Global In-Game Advertising Market Size & CAGR (2026-2033)

• North America (Type, Device Type)
  • US
  • Canada
• Europe (Type, Device Type)
  • Germany
  • Spain
  • France
  • UK
  • Italy
  • Rest of Europe
• Asia Pacific (Type, Device Type)
  • China
  • India
  • Japan
  • South Korea
  • Rest of Asia-Pacific
• Latin America (Type, Device Type)
  • Mexico
  • Brazil
  • Rest of Latin America
• Middle East & Africa (Type, Device Type)
  • GCC Countries
  • South Africa
  • Rest of Middle East & Africa

Competitive Intelligence

• Top 5 Player Comparison
• Market Positioning of Key Players, 2025
• Strategies Adopted by Key Market Players
• Recent Developments in the Market
• Company Market Share Analysis, 2025
• Company Profiles of All Key Players
  • Company Details
  • Product Portfolio Analysis
  • Company's Segmental Share Analysis
  • Revenue Y-O-Y Comparison (2023-2025)

Key Company Profiles

• Unity Technologies (United States)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• AppLovin (United States)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• ironSource (Israel)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• AdColony (United States)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Digital Turbine (United States)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Azerion (Netherlands)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Anzu (Israel)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Bidstack (United Kingdom)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Google (United States)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Tencent Holdings Ltd. (China)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• InMobi (India)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Criteo (France)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• VergeSense (United States)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• MediaMath (United States)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Tapjoy (United States)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Take-Two Interactive (United States)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Blizzard Entertainment (United States)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Electronic Arts (EA) (United States)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Mintegral (China)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Fyber (Germany)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments

Conclusion & Recommendations