US In-Game Advertising Market Research Report: By Type (Static Ads, Dynamic Ads, Advergaming) and By Device Type (PC/Laptop, Smartphone/Tablet) - Forecast to 2035

US In-Game Advertising Market Overview:

As per MRFR analysis, the US In-Game Advertising Market Size was estimated at 1.97 (USD Billion) in 2023. The US In-Game Advertising Market Industry is expected to grow from 2.4(USD Billion) in 2024 to 9 (USD Billion) by 2035. The US In-Game Advertising Market CAGR (growth rate) is expected to be around 12.768% during the forecast period (2025 - 2035).

Key US In-Game Advertising Market Trends Highlighted

The US In-Game Advertising Market is experiencing several significant trends driven by the increasing popularity of gaming among diverse demographics. One key market driver is the rapid growth of mobile gaming in the US, which has expanded the player base and opened new avenues for advertisers to engage consumers in interactive environments. As advertisers seek to create more immersive experiences, in-game advertising has become an essential component of digital marketing strategies. Another notable trend is the rise of esports, which has garnered substantial attention and viewership in the US. This has led brands to explore opportunities to integrate their advertising within competitive gaming events, reaching a highly engaged audience.In terms of opportunities to be explored, developers and publishers in the US have a chance to innovate and offer unique advertising solutions that resonate with gamers. This includes native ads that align with the gameplay experience and contribute to storytelling rather than disrupt it. Additionally, the increasing use of augmented reality (AR) and virtual reality (VR) technologies presents new ways for brands to connect with players in an immersive manner. Recent trends indicate a growing preference for non-intrusive ads, where products or brands naturally blend into the gaming environment, enhancing brand recall and consumer commitment. Moreover, data privacy regulations are shaping how advertising is approached.As states enact stricter privacy laws, companies in the US must adapt their strategies to align with these regulations while still delivering effective advertising. This necessitates a focus on transparency and trust, which can ultimately strengthen brand loyalty. As the gaming landscape continues to evolve, the US In-Game Advertising Market stands poised to grow, driven by these trends and the creativity of advertisers.

Source: Primary Research, Secondary Research, MRFR Database and Analyst Review

US In-Game Advertising Market Drivers

Increase in Mobile Gaming Popularity

The US In-Game Advertising Market Industry is experiencing significant growth driven by the rapid increase in mobile gaming popularity. According to the Entertainment Software Association, as of 2022, over 50% of adults in the United States play games on mobile devices. This trend is supported by the increasing penetration of smartphones and internet accessibility, with mobile gaming revenue accounting for approximately 50% of total gaming revenue in the US as reported by Statista.Major companies like Electronic Arts and Activision Blizzard have recognized this shift, enhancing their in-game advertising strategies to cater to mobile gamers. As more individuals engage in mobile gaming, the demand for in-game advertisements is expected to rise, with projections indicating a robust compound annual growth rate (CAGR) of about 12.78% from 2025 to 2035 for the US In-Game Advertising Market.

Evolving Advertising Technologies

The advancements in advertising technologies, such as augmented reality (AR) and virtual reality (VR), are significantly contributing to the growth of the US In-Game Advertising Market Industry. A 2023 report from the Interactive Advertising Bureau indicates that 34% of advertisers are adopting AR and VR technologies to enhance user engagement. Companies like Niantic, known for their popular AR games, are effectively integrating brand partnerships within their gaming environments.As these technologies continue to evolve, more immersive advertising experiences are anticipated, driving higher engagement rates and attracting more advertisers to the in-game advertising space.

Increasing Advertiser Investments

There is a notable trend of increasing investments from advertisers in the US In-Game Advertising Market Industry. In 2022, digital advertising spending in the gaming sector reached approximately USD 11.25 billion, according to the IAB. This substantial investment indicates a growing recognition of the effectiveness of in-game advertising as a strategy to reach younger demographics, particularly millennials and Generation Z. Companies such as King and Ubisoft have successfully leveraged in-game advertising campaigns, further motivating other brands to allocate more resources towards this channel.As advertisers shift their budgets from traditional media to digital platforms, the growth potential for in-game advertising remains robust.

Rise of Esports Viewership

The rise in esports viewership is another key driver propelling the US In-Game Advertising Market Industry. With over 85 million viewers in the United States alone, as reported by the Esports Industry Association in 2023, esports has become a mainstream avenue for advertisers. Major brands are investing in sponsorship and advertising opportunities within esports tournaments and streams. Companies like Riot Games and Valve have effectively integrated brands into their esports platforms, enhancing visibility for advertisers.As the esports audience continues to grow, the opportunities for in-game advertising within this segment will expand, making it an attractive option for brands looking to engage with younger consumers.

US In-Game Advertising Market Segment Insights:

In-Game Advertising Market Type Insights

 

The US In-Game Advertising Market is experiencing significant growth, driven by the increasing integration of advertising within gaming experiences. This growth is largely fueled by the diverse types of in-game advertisements utilized, which can be broadly categorized into Static Ads, Dynamic Ads, and Advergaming. Static Ads involve the placement of fixed advertisements within the game's environment, providing a seamless experience for players. This type is essential because it allows brand visibility without disrupting the gameplay, making it particularly appealing to advertisers seeking more organic ways to integrate their messaging.On the other hand, Dynamic Ads are designed to be more flexible, enabling real-time updates and targeted messaging based on user data. This adaptability is crucial as it allows brands to respond to market trends and player behavior instantly, thus enhancing engagement become a significant advantage in capturing the attention of the gaming audience. Meanwhile, Advergaming takes a more immersive approach by creating games that promote branded content, engaging players in a way that traditional advertising methods cannot. This type not only captivates players' attention but also fortifies brand loyalty by associating enjoyment with brand interaction.Each of these types plays a vital role in the broader landscape of the US In-Game Advertising Market. The segmentation reflects a dynamic interplay of technological advancements and consumer preferences, highlighting a shift towards more engaging and integrated advertising experiences. As gamers increasingly embrace interactive entertainment, the strategies and methodologies employed in the US In-Game Advertising Market evolve, offering brands unique opportunities to reach their target audiences in impactful ways. The continuous innovations in this sector indicate a robust trajectory for market growth, further attracted by the rising popularity of gaming as a mainstream entertainment avenue in the US, supported by extensive research and government initiatives aimed at fostering digital engagement.As the market evolves, the importance of effective segmentation based on type becomes increasingly critical for audiences and brands alike, underscoring the need for targeted approaches that resonate with the next generation of gamers and consumers.

 

Source: Primary Research, Secondary Research, MRFR Database and Analyst Review

In-Game Advertising Market Device Type Insights

 

The US In-Game Advertising Market, particularly within the Device Type segment, reflects a dynamic landscape characterized by the widespread use of both PC/Laptop and Smartphone/Tablet devices. The significance of PCs and laptops cannot be overstated, as these platforms provide a robust environment for immersive gaming experiences, engaging players with high-definition graphics and interactive capabilities. Meanwhile, smartphones and tablets dominate the on-the-go gaming demographic, catering to a growing segment of casual gamers who prefer convenience and accessibility.This steady increase in mobile gaming adoption has propelled substantial investment in In-Game Advertising, capitalizing on the trend of integrating advertisements seamlessly into gameplay. The US market trends indicate that advertisers are increasingly targeting specific device types based on user engagement and behavioral patterns, leading to innovative ad formats and campaigns tailored for each platform. As the gaming landscape continues to evolve, understanding the device preferences of players will be crucial for advertisers aiming to reach their audiences effectively.Overall, the Device Type segmentation within the US In-Game Advertising Market represents a critical area for growth and strategy development in the coming years, offering both opportunities and challenges for stakeholders in the industry.

US In-Game Advertising Market Key Players and Competitive Insights:

The US In-Game Advertising Market has rapidly evolved as a critical area for brands seeking to engage consumers through immersive experiences. As gaming continues to grow in popularity, advertisers are increasingly looking to integrate their messages within games rather than through traditional ad placements. This market is characterized by competition between various companies that specialize in delivering advertisements in innovative and engaging ways. A wide range of strategies, including programmatic advertising and influencer collaborations, have emerged to meet the demands of gamers and brands alike. The dynamic landscape is shaped by shifting consumer preferences and technological advancements that have enabled more interactive and personalized advertising experiences.Blaize has established itself as a prominent player in the US In-Game Advertising Market by leveraging its advanced visual computing technology to deliver targeted ad solutions. Known for its robust platform, Blaize focuses on optimizing in-game ad placements, thereby enhancing user engagement while maximizing brand visibility. The company's strength lies in its ability to seamlessly integrate advertisements into gameplay, ensuring that campaigns resonate with players without disrupting their experience. Additionally, Blaize's commitment to data analytics allows advertisers to track performance metrics closely, enabling continuous improvements in campaign effectiveness. This adaptability and focus on user experience make Blaize a strong competitor in the ever-evolving landscape of in-game advertising.Facebook is a significant influencer in the US In-Game Advertising Market, offering a vast ecosystem for brand engagement through its gaming platforms and social media integration. The company's key products and services include Facebook Gaming and the Meta platform, which support diverse gaming experiences, providing advertisers far-reaching opportunities to connect with audiences. Facebook's extensive data capabilities enable brands to deliver highly targeted ads based on user preferences and behaviors, ensuring precision in their marketing efforts. The company has also pursued strategic mergers and acquisitions to strengthen its position in the gaming sector, allowing it to enhance its advertising capabilities further. By focusing on community building and user engagement, Facebook effectively leverages its vast user base to provide advertisers with significant reach and impact within the in-game advertising space.

Key Companies in the US In-Game Advertising Market Include:

Blaize

Facebook

Epic Games

TakeTwo Interactive

Activision Blizzard

Microsoft

AdColony

Matchmove

Unity Technologies

Anzu

Google

Amazon

FUSE

SayGames

Admix

US In-Game Advertising Market Industry Developments

The US In-Game Advertising Market has seen significant developments recently, with substantial growth fueled by technological advancements and increasing consumer engagement. Numerous companies such as Facebook, Epic Games, Microsoft, and Unity Technologies are investing heavily in innovative in-game advertising solutions to enhance user experiences. In July 2023, Activision Blizzard announced a strategic partnership with Unity Technologies to integrate advanced advertising tools into their games, amplifying ad effectiveness. Furthermore, TakeTwo Interactive has been expanding its advertising capabilities by acquiring popular mobile ad platform AdColony in August 2023, aiming to leverage increased mobile gaming traffic for targeted campaigns. The market's landscape is further shifting as Google and Amazon bolster their advertising interests in gaming, with recent initiatives focusing on integrating ads into popular titles. In terms of growth, analysts report a remarkable increase in market valuation by approximately 25% year-on-year, driven by rising demand for immersive advertising experiences. Over the past few years, the rise of virtual reality and augmented reality gaming has also invigorated the sector, leading to unique advertising opportunities as seen in developments from companies like Anzu and FUSE.

US In-Game Advertising Market Segmentation Insights

In-Game Advertising Market Type Outlook

Static Ads

Dynamic Ads

Advergaming

In-Game Advertising Market Device Type Outlook

PC/Laptop

Smartphone/Tablet

 

Report Scope:

Report Attribute/Metric Source:	Details
MARKET SIZE 2018	1.97(USD Billion)
MARKET SIZE 2024	2.4(USD Billion)
MARKET SIZE 2035	9.0(USD Billion)
COMPOUND ANNUAL GROWTH RATE (CAGR)	12.768% (2025 - 2035)
REPORT COVERAGE	Revenue Forecast, Competitive Landscape, Growth Factors, and Trends
BASE YEAR	2024
MARKET FORECAST PERIOD	2025 - 2035
HISTORICAL DATA	2019 - 2024
MARKET FORECAST UNITS	USD Billion
KEY COMPANIES PROFILED	Blaize, Facebook, Epic Games, TakeTwo Interactive, Activision Blizzard, Microsoft, AdColony, Matchmove, Unity Technologies, Anzu, Google, Amazon, FUSE, SayGames, Admix
SEGMENTS COVERED	Type, Device Type
KEY MARKET OPPORTUNITIES	Immersive ad experiences, Increased mobile gaming engagement, Cross-platform advertising strategies, Targeted audience segmentation, Real-time analytics integration
KEY MARKET DYNAMICS	growing mobile gaming audience, increasing ad spending, advanced targeting capabilities, demand for immersive experiences, regulatory challenges and compliance
COUNTRIES COVERED	US