遊戲內廣告市場規模、佔有率及成長分析（按類型、設備類型及地區分類）－2025-2032年產業預測

全球遊戲內廣告市場預計到 2024 年將達到 81 億美元，到 2025 年將達到 90.1 億美元，到 2033 年將達到 210.6 億美元，在預測期（2026-2033 年）內複合年成長率為 11.2%。

全球遊戲內廣告市場正經歷顯著成長，這主要得益於智慧型手機和網路的普及，以及行動和網路遊戲的日益普及。隨著遊戲玩家數量成長至約30億，廣告商正積極利用這項平台接觸到更年輕、更活躍的用戶群。玩家遊戲時間的增加為精準投放相關廣告提供了絕佳機會。程序化廣告技術的進步使得即時、個人化的遊戲內廣告體驗成為可能，從而提升了廣告效果。然而，用戶隱私問題、廣告攔截器的普遍使用、某些格式的廣告可見度受限、可能對遊戲體驗造成干擾以及嚴格的數位廣告監管等挑戰，都可能阻礙市場未來的擴張。

全球遊戲內廣告市場促進因素

全球遊戲內廣告市場的主要驅動力之一是行動遊戲滲透率的不斷提高和線上多人遊戲的日益普及。隨著越來越多的玩家沉浸在各種平台上的互動內容，廣告主逐漸意識到在身臨其境型環境中觸及精準目標受眾的巨大潛力。這種廣告整合不僅提升了玩家體驗，也為品牌提供了與消費者互動的創新方式。隨著遊戲產業對商業化戰略的需求日益成長，遊戲內廣告作為一種將推廣內容與遊戲玩法無縫融合的有效解決方案，推動了遊戲內廣告的普及和市場成長。

全球遊戲內廣告市場限制因素

全球遊戲內廣告市場面臨的主要限制因素之一是用戶隱私和資料保護條例日益受到關注。隨著消費者對自身資料權利以及可能侵犯其隱私的廣告行為的認知不斷提高，遊戲開發商和廣告商面臨越來越大的壓力，需要採取更透明和符合道德規範的行銷策略。這可能導致數據收集方法受到限制，並降低遊戲內定向廣告的有效性。因此，這些監管挑戰可能會阻礙廣告主有效觸及目標受眾，並抑制遊戲內廣告產業的成長。

全球遊戲內廣告市場趨勢

全球遊戲內廣告市場正呈現出顯著的擴張趨勢，其範圍已從行動平台擴展到主機和PC遊戲環境，包括PlayStation、Xbox以及各種高階PC遊戲。這項轉變的特點是整合了創新且干擾性較小的廣告形式，例如載入介面橫幅廣告和身臨其境型即時環境品牌推廣，這些廣告形式能夠在不中斷遊戲體驗的前提下提升使用者體驗。隨著遊戲之間的互聯性增強，以及對廣告策略的接受度提高，北美和歐洲等地區的遊戲內廣告市場正經歷加速成長，這標誌著遊戲內廣告作為一種收入來源正被遊戲行業廣泛接受。

目錄

介紹

• 調查目標
• 市場定義和範圍

調查方法

• 調查過程
• 二手資料和一手資料方法
• 市場規模估算方法

執行摘要

• 全球市場展望
• 主要市場亮點
• 細分市場概覽
• 競賽概況

市場動態與展望

• 總體經濟指標
• 促進因素和機遇
• 限制與挑戰
• 供給面趨勢
• 需求面趨勢
• 波特分析及其影響

關鍵市場考察

• 關鍵成功因素
• 影響市場的因素
• 關鍵投資機會
• 生態系測繪
• 市場吸引力指數（2025）
• PESTEL 分析
• 價值鏈分析
• 定價分析
• 案例研究
• 監管環境
• 技術評估

全球遊戲內廣告市場規模（按類型及複合年成長率分類）（2026-2033 年）

• 靜態廣告
• 動態廣告
• 廣告遊戲

全球遊戲內廣告市場規模（依裝置類型分類）及複合年成長率（2026-2033 年）

• 桌上型電腦/筆記型電腦
• 智慧型手機/平板電腦

全球遊戲內廣告市場規模及複合年成長率（2026-2033）

• 北美洲
  • 美國
  • 加拿大
• 歐洲
  • 德國
  • 西班牙
  • 法國
  • 英國
  • 義大利
  • 其他歐洲地區
• 亞太地區
  • 中國
  • 印度
  • 日本
  • 韓國
  • 亞太其他地區
• 拉丁美洲
  • 墨西哥
  • 巴西
  • 其他拉丁美洲地區
• 中東和非洲
  • 海灣合作理事會國家
  • 南非
  • 其他中東和非洲地區

競爭資訊

• 前五大公司對比
• 主要企業的市場定位（2025 年）
• 主要市場參與者所採取的策略
• 近期市場趨勢
• 公司市佔率分析（2025 年）
• 主要企業公司簡介
  • 公司詳情
  • 產品系列分析
  • 依業務板塊進行公司股票分析
  • 2023-2025年營收年比比較

主要企業簡介

• 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）

結論與建議

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