Market Insights Advertising & Media Media Games

In-game Advertising - Germany

Germany

In Germany, revenue in the In-game Advertising market market is projected to reach €1.42bn in 2024.
This revenue is expected to exhibit an annual growth rate (CAGR 2024-2029) of 9.45%, resulting in a projected market volume of €2.23bn by 2029.
The average revenue per user (ARPU) in Germany is anticipated to amount to €53.34.
In a global context, the majority of revenue will be generated China, which is expected to reach €43,220.00m in 2024.
In Germany, the in-game advertising market is increasingly embraced by brands seeking to engage younger audiences through immersive and interactive gaming experiences.

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

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Analyst Opinion

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

Customer preferences: German consumers have shown a strong preference for digital entertainment, with a particular interest in video games. This has created a favorable environment for the growth of the In-game Advertising market. Additionally, the rise of mobile gaming has further fueled the demand for in-game advertisements, as more and more Germans are playing games on their smartphones and tablets.

Trends in the market: One of the key trends in the In-game Advertising market in Germany is the increasing integration of advertisements into the gaming experience. Advertisers are finding innovative ways to seamlessly incorporate their brand messages into games, ensuring that they are not disruptive to the gameplay. This trend is driven by the desire to create a more immersive and engaging advertising experience for gamers, while still delivering effective brand exposure. Another trend in the market is the use of data-driven targeting techniques to deliver personalized advertisements to gamers. Advertisers are leveraging the vast amount of data available on gamers' preferences and behaviors to tailor their advertisements to specific audiences. This allows them to deliver more relevant and impactful messages, increasing the effectiveness of their campaigns.

Local special circumstances: Germany is known for its strict regulations regarding advertising, and the In-game Advertising market is no exception. Advertisers must comply with strict guidelines to ensure that their advertisements are not misleading or offensive. This has led to the development of best practices in the industry, with advertisers and game developers working closely together to create advertisements that are in line with these regulations.

Underlying macroeconomic factors: The growth of the In-game Advertising market in Germany can be attributed to several macroeconomic factors. Firstly, the strong economy in Germany has led to increased consumer spending on entertainment, including video games. This has created a larger market for advertisers to target. Additionally, the increasing penetration of smartphones and high-speed internet access has made gaming more accessible to a wider audience. This has resulted in a larger pool of potential gamers for advertisers to reach through in-game advertising. In conclusion, the In-game Advertising market in Germany is experiencing significant growth due to the strong customer preference for digital entertainment, the increasing integration of advertisements into games, the use of data-driven targeting techniques, the strict regulations regarding advertising, and the underlying macroeconomic factors such as a strong economy and increased access to gaming platforms. As the market continues to evolve, advertisers and game developers will need to stay innovative and adapt to the changing preferences of German gamers.

Methodology

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.

Forecasts:

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.