In-game Advertising - Europe

  • Europe
  • Revenue in the In-game Advertising market is projected to reach US$9.54bn in 2024.
  • Revenue is expected to show an annual growth rate (CAGR 2024-2029) of 9.73%, resulting in a projected market volume of US$15.18bn by 2029.
  • The average revenue per user (ARPU) is expected to amount to US$35.29.
  • In global comparison, most revenue will be generated in China (US$46,610.00m in 2024).

Key regions: France, United Kingdom, United States, South Korea, Europe

Region comparison

Analyst Opinion

The In-game Advertising market in Europe is experiencing significant growth and development, driven by changing customer preferences and the increasing popularity of online gaming.

Customer preferences:
Customers in Europe are increasingly turning to online gaming as a form of entertainment, with the number of gamers steadily rising year on year. This growing customer base provides a lucrative opportunity for advertisers to reach a wide audience through in-game advertising.

Trends in the market:
One of the key trends in the In-game Advertising market in Europe is the integration of native advertising within games. Native advertising seamlessly blends into the gaming experience, making it less intrusive and more engaging for players. This form of advertising allows brands to connect with gamers in a more organic way, increasing the effectiveness of their campaigns. Another trend in the market is the rise of programmatic in-game advertising. Programmatic advertising uses algorithms and automated processes to deliver targeted ads to specific audiences. This technology allows advertisers to reach the right gamers at the right time, maximizing the impact of their campaigns.

Local special circumstances:
Europe is a diverse region with varying gaming preferences and cultural nuances. This presents both opportunities and challenges for advertisers. Advertisers need to consider the local gaming culture and tailor their in-game advertising strategies accordingly. For example, in countries where mobile gaming is more popular, advertisers may need to focus on mobile in-game advertising formats. Furthermore, European countries have different regulations and privacy laws that affect the use of in-game advertising. Advertisers need to navigate these regulations to ensure compliance and build trust with their target audience.

Underlying macroeconomic factors:
The growth of the In-game Advertising market in Europe can also be attributed to favorable macroeconomic factors. Europe has a strong and stable economy, which provides a solid foundation for the gaming industry to thrive. Additionally, the increasing penetration of smartphones and high-speed internet connectivity across the region has made gaming more accessible to a larger audience. This has contributed to the growth of the In-game Advertising market as more people engage with online gaming platforms. In conclusion, the In-game Advertising market in Europe is experiencing significant growth and development due to changing customer preferences, the integration of native advertising, the rise of programmatic advertising, and favorable macroeconomic factors. Advertisers need to understand and adapt to the local gaming culture and navigate regulations to effectively reach their target audience in this dynamic market.


Data coverage:

The data encompasses B2C revenues. Figures are based on in-app advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers ad spending on advertisements displayed within a mobile application.

Modeling approach / Market size:

The market size is determined through a combined top-down and bottom-up approach. We use market data from independent databases, the number of application downloads from data partners, survey results taken from our primary research (e.g., Consumer Insights), and third-party reports to analyze and estimate global in-app advertising spending. To analyze the markets, we start by researching digital advertising in mobile applications for each advertising format, incidents of in-app and mobile browser usage, as well as the time spent in mobile apps by categories. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, mobile users, and digital consumer spending. Lastly, we benchmark key countries and/or regions (e.g., global, the United States, China) with external sources.


We apply a variety of forecasting techniques, depending on the behavior of the relevant market. For instance, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption.

Additional Notes:

The market is updated twice per year in case market dynamics change. Consumer Insights data is unbiased for representativeness.


  • Revenue
  • Analyst Opinion
  • Users
  • Key Players
  • Global Comparison
  • Methodology
  • Key Market Indicators
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