In-game Advertising - United Kingdom

  • United Kingdom
  • The United Kingdom's In-game Advertising market market is forecasted to achieve a revenue of US$3.47bn in 2024.
  • This revenue is anticipated to demonstrate an annual growth rate (CAGR 2024-2029) of 10.36%, leading to a projected market volume of US$5.68bn by 2029.
  • The average revenue per user (ARPU) is projected to be US$92.18.
  • When compared globally, in China is expected to generate the highest revenue, reaching US$46,610.00m in 2024.
  • The United Kingdom's media market is witnessing a surge in in-game advertising integration, leveraging the country's tech-savvy consumer base for targeted brand exposure.

Key regions: China, India, United States, Germany, Europe

Region comparison

Analyst Opinion

The In-game Advertising market in United Kingdom has been experiencing significant growth in recent years.

Customer preferences:
One of the main reasons for the growth of the In-game Advertising market in United Kingdom is the changing preferences of customers. With the increasing popularity of online gaming, more and more people are spending their time playing video games. This has created a huge audience for advertisers to target, leading to a surge in demand for in-game advertising. Additionally, customers are becoming more accepting of advertising within games, as long as it is done in a non-intrusive and relevant way. This shift in customer preferences has opened up new opportunities for marketers to reach their target audience effectively.

Trends in the market:
One of the key trends in the In-game Advertising market in United Kingdom is the integration of native advertising within games. Native advertising seamlessly blends with the gaming experience, making it less intrusive and more engaging for players. This type of advertising is often integrated into the game environment, such as billboards or product placements within the game world. By incorporating native advertising, marketers can create a more immersive and authentic experience for players, leading to higher engagement and brand recall. Another trend in the market is the rise of programmatic advertising in the gaming industry. Programmatic advertising uses algorithms to automate the buying and selling of ad inventory, allowing advertisers to target specific audiences and optimize their campaigns in real-time. This technology has been widely adopted in the In-game Advertising market in United Kingdom, as it allows advertisers to reach their desired audience more efficiently and effectively. Programmatic advertising also offers better measurement and tracking capabilities, enabling advertisers to analyze the performance of their campaigns and make data-driven decisions.

Local special circumstances:
The In-game Advertising market in United Kingdom is also influenced by local special circumstances. The country has a strong gaming culture, with a large number of gamers and gaming companies. This has created a favorable environment for the growth of in-game advertising, as there is a high demand for advertising opportunities within games. Additionally, the United Kingdom has a well-developed digital advertising industry, with advanced technology and infrastructure. This has facilitated the adoption of in-game advertising and enabled marketers to deliver targeted and personalized ads to gamers.

Underlying macroeconomic factors:
Several underlying macroeconomic factors have contributed to the development of the In-game Advertising market in United Kingdom. The country has a stable economy and a high level of disposable income, which has increased consumer spending on entertainment, including video games. Additionally, the growth of the digital advertising industry as a whole has created opportunities for in-game advertising. The United Kingdom has a large online advertising market, with advertisers shifting their budgets from traditional media to digital platforms. This has fueled the growth of in-game advertising, as marketers recognize the potential of reaching a highly engaged and captive audience through video games.


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
  • Demographics
  • Users
  • Key Players
  • Global Comparison
  • Methodology
  • Key Market Indicators
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