遊戲內廣告市場規模、佔有率和成長分析（按類型、設備和地區分類）—產業預測（2026-2033 年）

全球遊戲內廣告市場預計到 2024 年將達到 90.1 億美元，到 2025 年將成長至 100.2 億美元，到 2033 年將成長至 234.2 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普及率的提高、網路存取的擴展以及人們對行動和線上遊戲日益成長的偏好。全球遊戲玩家數已接近30億，為廣告主提供了一個極具吸引力的機會，讓他們能夠觸及更年輕、更活躍的受眾群體。先進的程式化廣告技術能夠實現即時個人化廣告投放，並將推廣內容無縫融入遊戲玩法。然而，挑戰依然存在，包括用戶對隱私日益成長的擔憂、廣告攔截器的使用率不斷攀升，以及由於可能干擾玩家體驗而導致的廣告可見度降低。此外，嚴格的數位廣告監管也是阻礙因素，這不僅凸顯了市場蘊藏的巨大機遇，也暴露了為維持成長動能所必須克服的重重障礙。

全球遊戲內廣告市場促進因素

智慧型手機和資料通訊連接的普及極大地擴展了行動遊戲用戶群體，為廣告商整合遊戲內廣告開闢了寶貴的途徑。以行動裝置為中心的國家正經歷著遊戲玩家數量的激增，每年都有數百萬新玩家湧入市場。這種玩家數量的成長，加上遊戲下載量的上升，為廣告主提供了一個獨特的機會，讓他們能夠透過與玩家情境相關的廣告來吸引他們。因此，我們看到，隨著各公司尋求利用這一不斷變化的市場格局並以創新方式觸及受眾，遊戲內廣告形式的投資顯著增加。

限制全球遊戲內廣告市場的因素

許多玩家對收集和使用其數據進行定向廣告投放表示擔憂。諸如GDPR和CCPA等嚴格的資料隱私法規限制了廣告科技的功能。遊戲開發人員必須獲得用戶同意，這阻礙了他們獲取數據。這些法律和倫理方面的挑戰給希望拓展遊戲內廣告宣傳的廣告商帶來了障礙。因此，圍繞資料隱私和合規性的複雜問題不僅影響使用者信任，也給希望在遊戲環境中有效觸及目標受眾的廣告商構成了重大障礙。

全球遊戲內廣告市場趨勢

全球遊戲內廣告市場正經歷一場重大變革，廣告商正將目光從傳統的行動遊戲環境轉向主機和PC平台。這一趨勢強調在高階遊戲中整合更多非侵入式廣告形式，例如載入介面橫幅廣告和動態環境品牌標識，從而實現廣告與遊戲體驗的無縫融合。隨著遊戲連結性的增強，尤其是在北美和歐洲，品牌正利用這種日益成長的用戶參與度，部署創新的廣告策略，以有效觸達目標受眾，同時提升用戶體驗。這一演變反映出遊戲內廣告作為遊戲體驗不可或缺的一部分，正被玩家們逐漸接受。

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
• 市場主要亮點
• 細分市場概覽
• 競爭格局概述

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
• 波特的分析和影響

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 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