eSports
United States In-Game Advertising Market Competition Forecast & Opportunities, 2028
The “United States In-Game Advertising Market Competition Forecast & Opportunities, 2028” report has been added to ResearchAndMarkets.com’s offering.
The United States in-game advertising market has experienced rapid growth and is projected to reach a value of $13.09 billion by 2028 from $7.45 billion in 2022, growing at a CAGR of 10.2% fueled by various factors such as the increasing popularity of esports among gaming audiences and the integration of native and non-disruptive ad formats.
United States In-Game Advertising Market Scope
In-game advertising includes a wide range of formats and strategies. One of the most common methods is integrating static or dynamic ads into the game environment. These formats can be billboards, posters, or even virtual product placements within the game. Such layouts are carefully designed to blend seamlessly with the game’s aesthetics, ensuring they don’t break the player’s immersion.
The growing interest in social and mobile games is expected to positively impact the expansion of the in-game advertising market share. Advertisements can be integrated into desktop and mobile games through in-game advertising through advertisements, clip art, billboards, and background screens.
United States In-Game Advertising Market Overview
United States in-game advertising market share will benefit from growing social and mobile gaming. Ads, cutscenes, billboards, and background graphics can be used to add ads to desktop and mobile games. Since these ads are not intrusive, players can experience the game smoothly. In-game ads are expected to have a stronger audiovisual impact and leave viewers with a positive and lasting product impression.
United States in-game advertising is driven by several factors, including lower ad costs, increased reach and ROI, fast integration, and clear ad setup in social games. In addition, the inclusion of trusted gaming payment methods will reduce fraud, which may drive the market during the forecast period. Market growth is fueled by a growing selection of free-to-play smartphone games that monetize through in-game ads.
Increasing time and the cost to develop new games and shorter product life cycles are expected to impede market growth. The growing reluctance of video game companies as a result of declining advertising revenues is expected to challenge the growth of the in-game advertising market. In addition, market growth can be hindered by the need to limit poorly designed advertisements with low consumer impact. The increase in irrelevant and intrusive advertisements related to online and social gaming is expected to adversely affect the United States in-game advertising market growth.
United States In-Game Advertising Market Drivers
The United States in-game advertising market is driven by various key factors such as the rising popularity of console gaming and esports. The game has come to become an accepted form of distraction, which draws a wide and diverse audience.
The United States in-game advertising market growth is likely to be boosted by the rising availability of high-speed internet connections and the significant increase in the number of smartphone users in the country. Additionally, a surging number of gamers in the country is expected to contribute to the expansion of the United States in-game advertising market during the forecast period.
In addition, the adoption of various gambling payment mechanisms will reduce fraud, which may increase the expansion of the United States in-game advertising market during the forecast period. In-game advertising is growing portions of free-to-play mobile games and is expected to boost industry growth. This service can earn extra money for game creators, which helps in the expansion of the industry.
The surging popularity of online and mobile games drives the expansion of the United States in-game advertising market during the forecast period. Game advertisers are using in-game advertisements to reach their target audience as more people are using online and mobile games for their entertainment.
United States In-Game Advertising Market Trends
A major trend in the United States in-game advertising market is the integration of native and non-disruptive ad formats which drives the industry’s growth during the forecast period. Advertisers are moving away from intrusive and disruptive ad placements that can negatively impact the gaming experience. Instead, they implement strategies to seamlessly incorporate advertising into the game environment, such as in-game billboards, product placements, and branded virtual products. This approach allows advertisers to capture players’ attention without causing significant disruption, improving both user experience and advertising effectiveness.
Additionally, the rise in influencer marketing collaborations fuels the growth of the United States in-game advertising market during the forecast period. Influencers and creators in the gaming community have gained significant influence and followers, making them valuable partners for advertisers. Brands are increasingly partnering with gaming influencers to promote their products or services through sponsored gameplay, branded content, or product reviews. This collaboration helps advertisers leverage the trust and loyalty built by influencers, which increases brand visibility and engagement with their target audience.
Furthermore, there is more emphasis on metrics and measurement in the United States in-game advertising market which drives the industry’s growth during the forecast period.
United States In-Game Advertising Market Challenges
A major challenge in the United States in-game advertising market is increasing competition among companies for the consumer’s attention in games may hinder the growth of the market during the forecast period.
Additionally, the difficulty of companies in targeting the right audience impedes the United States in-game advertising market expansion during the forecast period. Advertisers must ensure that their ads reach the targeted demographic of the gaming community. However, targeting a precise audience can be difficult due to the diversity and segmentation of the gaming market. Different types, platforms, and gaming habits require tailored approaches that can be difficult to achieve effectively.
Furthermore, the issue of advertisement intrusiveness may hinder the growth of the United States in-game advertisement market during the forecast period. The intrusiveness of advertisements is a major concern of the companies. It is very important to balance the integration of ads into games without compromising the user experience. Intrusive ads that interfere with gameplay or with immersion can cause players to react negatively and may create lack of interest for the game.
United States In-Game Advertising Market Opportunities
The United States in-game advertising market provides various opportunities to the companies to have a competitive edge in the market. Esports has grown significantly in the United States, with widespread recognition of professional games and attracting millions of viewers. This phenomenon offers advertisers a great opportunity to target their brand to popular eSports events, teams, or individual players. In-game advertising can take the form of sponsorship, branded content, or product placement within games, allowing companies to gain exposure and build brand loyalty among the passionate sports community.
The advantage of in-game advertising is that it offers different advertising options for brands to reach their target audience and increase engagement. While in-game and in-field billboards are frequently explored by many developers and publishers, they represent only a fraction of the ad formats available. There are 3 formats of in-game advertising: static ads, dynamic ads, and advergaming. Each format offers several different options to help businesses build and maintain brand awareness without disrupting the users’ experience.
Furthermore, robust infrastructure and technological upgradation provide opportunities to companies in the United States in-game advertising market. Advertisers are able to monetize in-game advertising due to the availability of high-speed internet connections and the rising penetration of streaming platforms in the country.
Key Attributes:
Report Attribute | Details |
No. of Pages | 77 |
Forecast Period | 2022 – 2028 |
Estimated Market Value (USD) in 2022 | $7.45 Billion |
Forecasted Market Value (USD) by 2028 | $13.09 Billion |
Compound Annual Growth Rate | 10.2% |
Regions Covered | United States |
Competitive Landscape
Company Profiles: Detailed analysis of the major companies present in the United States in-game advertising market.
- Activision Blizzard, Inc.
- AppsFlyer Inc.
- Frameplay Corporation
- Pubfinity LLC
- Super League Gaming, Inc.
- Motive Interactive, Inc.
- MediaSpike, Inc.
- Electronic Arts Inc.
- Playwire LLC
- Bidstack Group PLC
Market Dynamics
Drivers
- Proliferation of mobile devices
- Increasing internet penetration
- Rising gaming audience
Market Trends & Developments
- Rising popularity of esports
- Growing influencer marketing collaborations
- Increasing popularity of console gaming
- Integration of native and non-disruptive ad format
- Growing popularity of video games
Challenges
- Increasing competition
- Difficulty in targeting the right audience
Impact of COVID-19 on United States In-Game Advertising Market
- Impact Assessment Model
- Key Segments Impacted
- Key Regions Impacted
Report Scope:
United States In-Game Advertising Market, By Type:
- Static Ads
- Dynamic Ads
- Advergaming
United States In-Game Advertising Market, By Platform:
- Smartphone/Tablet
- PC/Laptop
For more information about this report visit https://www.researchandmarkets.com/r/x022xb
eSports
Esports player age verification should be simple
Despite the continuing professionalisation of esports, misconceptions about player age persist â particularly of underage pros playing in professional esports.
Back in 2021, the PandaScore whitepaper dug into the data around player age in professional esports and found that the average age of a pro player was just under 24 years old. By comparison, the same report noted that the average age for a menâs professional footballer was about 26 years old.
While there is no great gulf in player ages between esports and traditional sports, thereâs more apprehension around this topic once thereâs a keyboard or controller involved. There are good reasons behind this focus, but the truth is that a simple and straightforward product makes player age verification easy.
The reason behind the focus on player age
Compliance with player age requirements has been a particular concern as legalised sports and esports betting rolls out across the US. These are completely reasonable concerns, partly because of the state-by-state nature of American regulation, but also due to past compliance issues in the likes of ITF tennis.
Age compliance isnât a challenge unique to esports. It does have younger players in the same way tennis does, so it’s a space that operators consider a potential risk area based on precedent. While it’s understandable to be vigilant about ensuring age compliance across your whole book, the reality in esports is itâs just like any other sport.
However, with this greater attention, itâs crucial for esports suppliers to have a simple, high-quality solution that is flexible for any jurisdiction â and not just treat it as a spreadsheet-based, tack-on service.
Importance in the US
Itâs abundantly clear that if you want to ensure compliance in the US space, player age verification isnât a nice to have, itâs an integral part of your product. Across each jurisdiction player age verification can vary â something weâve seen in Europe as well such as Swedenâs rule that a match must have 60% of players over the age of 18 for an operator to offer match bets.
In sports, itâs fairly straightforward to implement but has been an oversight from sports data providers in the past. Itâs quite easy to provide, it just requires collecting data from multiple, reputable sources outside of the match itself.
PandaScore has been collecting player age verification data since it was founded in 2017 to ensure compliance no matter the regulation, no matter the jurisdiction.
Embedding player age verification in your product
Ensuring age compliance was a founding principle for our product suite â we included it as a key datapoint in our API, which is the bedrock of our broader offering. Suppliers should have this embedded in their products, rather than an additional service.
PandaScore believes that offering player age verification as part of an API and integrated into your service means you can be more confident in your compliance not just for individual esports titles, but from match to match.
For us itâs simple: one of PandaScoreâs founding principles is to not rely on only one single data source, but leverage multiple quality data sources that we can trust. We have a longstanding and highly developed process that guarantees a level of accuracy for player age verification thatâs in line with regulation and gives operators the confidence that theyâre compliant. Our practice of using multiple data sources means that double and triple-checking information to ensure player age compliance is in our nature.
With player age verification built into an API, operators can leverage the data to match the compliance needs of any given jurisdiction. This can be done by integrating player age data via the API, it can be included in their feed via our odds product with the flexibility to add exclusions where necessary, or if an operators wants it in a simper form, it can be done via request.
Player age verification might seem like a simple item, but is a compliance matter thatâs essential to operating in a proper fashion. Noting the concerns and greater focus on player ages in esports, itâs something thatâs important to get right: player age verification should be entrenched in esports products themselves to give operators the flexibility and simplicity that they need.
Author: Oliver Niner, Head of Sales at PandaScore.
eSports
CS2 Intel Extreme Masters Rio 2024 SuperComputer: NaVi to bounce back after Blast Fall Final loss
Final: Natus Vincere (36.5%) to beat Team Vitality (28.1%)
Semifinal 1: Natus Vincere (52.6%) to beat MOUZ (16.3%)
Semifinal 2: Team Vitality (47.7%) to beat G2 Esports (18.7%)
Quarterfinal 1: G2 Esports (39.8%) to beat FaZe Clan (32.8%)
Quarterfinal 2: MOUZ (35.9%) to beat Eternal Fire (24.7%)
Group stage:Â
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Natus Vincere –Â 48.7% to finish 1st; 17.0% to finish 2nd; 84.1% to make playoffs
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Team Vitality –Â 40.8% to finish 1st; 17.4% to finish 2nd; 77.7% to make playoffs
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G2 Esports –Â 19.3% to finish 1st; 20.4% to finish 2nd; 56.7% to make playoffs
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MOUZ –Â 14.5% to finish 1st; 21.8% to finish 2nd; 53.0% to make playoffs
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FaZe Clan –Â 13.9% to finish 1st; 21.0% to finish 2nd; 50.2% to make playoffs
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Eternal Flame – 40.7% to finish 1st; 16.2% to finish 2nd; 40.7% to make playoffs
-
Liquid –Â 16.3% to finish 7-8th; 35.7% to make playoffs
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Virtus.pro – 15.4% to finish 7-8th; 29.9% to make playoffs
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Astralis –Â 28.9% to finish 9-12th; 31.5% to make playoffs
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The MongolZ –Â 32.7% to finish 9-12th; 25.4% to make playoffs
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Complexity –Â 34.3% to finish 9-12th; 21.2% to make playoffs
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Heroic –Â 26.8% to finish 9-12th; 23.5% to make playoffs
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paiN –Â 36.5% to finish 13-16th; 21.0% to make playoffs
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FURIA –Â 36.4% to finish 13-16th; 20.9% to make playoffs
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9z –Â 44.7% to finish 13-16th; 14.6% to make playoffs
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Imperial – 49.1% to finish 13-16th; 13.9% to make playoffs
It has been quite the run for NaVi despite their loss with back to back grand finals in recent weeks but CSDB.ggâs predictive model suggests there will be no let up for the Ukrainian esports organisation.
G2 will also be looking to build more momentum in preparation for Majors season with NiKo on a quest to finally get over the line this year to win his first major title. Hopefully Rio wonât have to see a repeat of his reaction in the semifinals at BLAST Premier Fall Final 2024 where he punched a hole in a table after losing out to Team Vitality in a key moment.
However, the hosts of Intel Extreme Masters Rio 2024 may want to lockdown any nearby furniture and reinforce their desks if G2 are set for disappointment at the semifinals stage as predicted by the CSDB.gg SuperComputer.
A victory in Rio could be even more consequential for how the end of the year shapes up for the leading teams on the circuit. The Valve Global rankings have both teams close at the very top (NaVi at 1988 and G2 at 1953) meaning a win for either team could hand them a key advantage when it comes to who enters the Majors as top seed.Â
Back-to-back wins in T1 events for G2, should they prosper in Rio, would set the Berlin-based team on an incredible trajectory going into the winter months.
Meanwhile, Brazilian hopes for glory look slight according to the CSDB.gg SuperComputer with FURIA, the team co-owned by Neymar, having only been given a 20.9% chance of even making the playoffs.Â
They are the leading contenders to make an impact for the home crowd but there are other teams flying the flag for Brazil with paiN and Imperial also set to give it their best to give local fans something to cheer on.
In terms of forecasted matchups of note, G2 and FaZe Clan could offer up a fascinating encounter in the quarterfinals should both teams qualify, with each organisation rated as having a strong chance of making the semis with little to separate them should they meet.
How was the CSDB.gg CS2 Tournament SuperComputer created?
The CSDB.gg CS2 Tournament SuperComputer is a predictive model created using world ranking points, team quality ratings and performance trends. An element of randomness is also included in the model to avoid the best teams and players always winning, to reflect the fact that upsets can happen.
Every tournament is simulated 1,000 times with the results aggregated into a percentage rating of the chances teams or players have to achieve the predicted result.
eSports
Oddin.gg Breaks New Ground as Ohio Marks its 5th North American Betting License
Oddin.gg is proud to announce that it has secured a full 3-year sports betting license in Ohio, further strengthening its standing as the esports betting solutions provider with the most licenses in North America. With this latest addition, Oddin.gg now holds four US licensesâNew Jersey, Colorado, West Virginia, and Ohioâand a total of five across North America, including Ontario, Canada.
The Ohio license is a strategic milestone, as the state is set to become one of the most active betting markets in the American Midwest. According to projections from the Ohio Legislative Service Commission, the stateâs sports gaming market is expected to reach approximately $3.35 billion annually as it matures. By securing this license, Oddin.gg is well-positioned to support operators in tapping into this significant potential.
Obtaining the Ohio license also demonstrates Oddin.ggâs ability to meet the stateâs comprehensive regulatory standards, which include arduous assessments of financial stability, operational integrity, and adherence to state laws. This achievement reinforces Oddin.ggâs reputation for compliance and reliability, enhancing its capability to deliver full-service esports betting solutions tailored to a growing market.
Ohioâs sports betting legislation imposes a 10% tax on sports gaming receipts, contributing to public education and initiatives supporting veterans in the state. Oddin.ggâs entry into this regulated environment reinforces its role as a leader in shaping the future of esports betting in the US while offering operators a pathway to engage with a new generation of bettors in a secure and exciting way.
Vlastimil VenclĂk, CEO of Oddin.gg, shared his enthusiasm about the news: âSecuring a license from the Ohio Casino Control Commission is a significant step in our North American journey. Ohio is poised to become one of the most dynamic betting markets in the US, and gaining this
approval aer meeting the stateâs rigorous standards is a true reflection of our commitment to integrity and excellence both in Ohio and beyond. However, this license isnât just about expanding our reach; itâs about ensuring our partners have access to market-leading esports betting solutions that fully align with all local regulatory requirements.â
He continued, âOhio’s market is gearing up to be something special, and weâre excited to help operators tap into that potential. As esports betting continues to evolve, Oddin.gg is ready to provide the expertise, technology, and support to make sure our partners succeed.
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