游戏内广告市场规模、份额和成长分析（按类型、设备和地区划分）—产业预测（2026-2033 年）

全球游戏内广告市场预计到 2024 年将达到 90.1 亿美元，到 2025 年将成长至 100.2 亿美元，到 2033 年将成长至 234.2 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普及率的提高、网路存取的扩展以及人们对行动和线上游戏日益增长的偏好。全球游戏玩家数已接近30亿，为广告主提供了一个极具吸引力的机会，让他们能够触及更年轻、更活跃的受众群体。先进的程式化广告技术能够实现即时个人化广告投放，并将推广内容无缝融入游戏玩法。然而，挑战依然存在，包括用户对隐私日益增长的担忧、广告拦截器的使用率不断攀升，以及由于可能干扰玩家体验而导致的广告可见度降低。此外，严格的数位广告监管也是阻碍因素，这不仅凸显了市场蕴藏的巨大机会，也暴露了为维持成长动能所必须克服的重重障碍。

全球游戏内广告市场驱动因素

智慧型手机和资料通讯连接的普及极大地扩展了行动游戏用户群体，为广告商整合游戏内广告开闢了宝贵的途径。以行动装置为中心的国家正经历着游戏玩家数量的激增，每年都有数百万新玩家涌入市场。这种玩家数量的成长，加上游戏下载量的上升，为广告主提供了一个独特的机会，让他们能够透过与玩家情境相关的广告来吸引他们。因此，我们看到，随着各公司寻求利用这一不断变化的市场格局并以创新方式触及受众，游戏内广告形式的投资显着增加。

限制全球游戏内广告市场的因素

许多玩家对收集和使用其数据进行定向广告投放表示担忧。诸如GDPR和CCPA等严格的资料隐私法规限制了广告科技的功能。游戏开发人员必须获得用户同意，这阻碍了他们获取数据。这些法律和伦理方面的挑战给希望拓展游戏内广告宣传的广告商带来了障碍。因此，围绕资料隐私和合规性的复杂问题不仅影响使用者信任，也给希望在游戏环境中有效触及目标受众的广告商构成了重大障碍。

全球游戏内广告市场趋势

全球游戏内广告市场正经历一场重大变革，广告商正将目光从传统的行动游戏环境转向主机和PC平台。这一趋势强调在高阶游戏中整合更多非侵入式广告形式，例如载入介面横幅广告和动态环境品牌标识，从而实现广告与游戏体验的无缝融合。随着游戏连结性的增强，尤其是在北美和欧洲，品牌正利用这种日益增长的用户参与度，部署创新的广告策略，以有效触达目标受众，同时提升用户体验。这一演变反映出游戏内广告作为游戏体验不可或缺的一部分，正被玩家们逐渐接受。

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
• 市场主要亮点
• 细分市场概览
• 竞争格局概述

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
• 波特的分析和影响

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 9.01 Billion in 2024 and is poised to grow from USD 10.02 Billion in 2025 to USD 23.42 Billion by 2033, growing at a CAGR of 11.2% during the forecast period (2026-2033).

The global in-game advertising market is experiencing notable growth driven by the widespread adoption of smartphones and internet access, along with a growing preference for mobile and online gaming. The expanding gamer demographic, now approaching 3 billion worldwide, presents a lucrative opportunity for advertisers targeting a more engaged and younger audience. Enhanced programmatic advertising technologies facilitate real-time, personalized ads, seamlessly integrating promotional content into gameplay. However, challenges persist, including heightened user privacy concerns, increased use of ad blockers, and potential disruptions to player experience that could limit ad visibility. Strict regulations on digital advertising also pose constraints, indicating that while the market offers substantial opportunities, it must navigate significant barriers to maintain its expansion trajectory.

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

The rise of affordable smartphones and data has significantly expanded the mobile gaming community, creating a valuable avenue for advertisers to integrate in-game advertisements. As mobile-centric nations experience a surge in gamers, millions of new participants are entering the market annually. This influx, coupled with an increase in game downloads, provides advertisers with a prime opportunity to engage players through contextually relevant ads. As a result, there is a notable increase in investments in in-game advertising formats, as companies seek to capitalize on this evolving landscape and reach audiences in innovative ways.

Restraints in the Global In-Game Advertising Market

Many players express concerns regarding the collection and utilization of their data for targeted advertising. Strict data privacy regulations, like GDPR and CCPA, impose limitations on the functionality of advertising technology. Game developers are required to secure user consent, which hinders data accessibility. These legal and ethical challenges create obstacles for advertisers trying to expand their in-game advertising campaigns. As a result, the complexities surrounding data privacy and compliance not only affect user trust but also present significant barriers for advertisers seeking to effectively reach their target audiences within gaming environments.

Market Trends of the Global In-Game Advertising Market

The Global In-Game Advertising market is experiencing a significant shift as advertisers increasingly target console and PC platforms, transitioning from the traditional mobile gaming landscape. This trend emphasizes the integration of less intrusive ad formats, such as loading screen banners and dynamic environmental branding within high-end games, fostering a seamless blend of advertising and gameplay. With gaming's connectivity on the rise, particularly in North America and Europe, brands are capitalizing on this growing engagement, leading to innovative advertising strategies that enhance user experience while effectively reaching target audiences. This evolution reflects a broader acceptance of in-game ads as an integral aspect of the gaming experience.

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