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United States In-Game Advertising Market Competition Forecast & Opportunities, 2028

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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

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THE ESPORTS AWARDS CROWNS THE BEST IN ESPORTS FROM THE PAST DECADE, INCLUDING NADESHOT, SJOKZ AND FAKER

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The Decade Awards ceremony, held alongside the Esports World Cup as part of the ‘Summer of Celebration’, saw an incredible 9.8 million votes cast by fans, celebrating esports and gaming’s most legendary figures in a landmark tribute to a decade of excellence.

RIYADH, Saudi Arabia, August 24th, 2025: The most prestigious night in the esports calendar returned this evening, as the Esports Awards hosted their one-off special, the “Decade Awards”. Presented by Trevor “Quickshot” Henry, Jessica “JessGOAT” Bolden and Barney Banks, this year’s Decade Awards marked the Esports Awards’ 10th anniversary and honoured a decade of industry-defining achievements and trailblazers in esports across 14 different categories.

Among the evening’s standout honours was League of Legends superstar Lee “Faker” Sang-hyeok, who was named Esports PC Player of the Decade, alongside his team T1, who were crowned Esports Team of the Decade, and their coach Kim “kkOma” Jeong-gyun, recognised as Esports Coach of the Decade. Riot Games were also at the forefront, receiving multiple accolades including Esports Publisher of the Decade, Esports Game of the Decade for League of Legends, and Esports Live Event of the Decade for the unforgettable League of Legends Worlds 2017 Championship.

Marking the grand finale of the Summer of Celebration, the Esports Awards delivered yet another iconic evening, with a star-studded roster of presenters taking to the stage to announce the winners. Highlights included legendary professional skateboarder Tony Hawk, Twitch sensation Tyler1, renowned content creator and Sidemen member Vikkstar, and multiple-time EVO champion Justin Wong.

Over the past decade, the esports scene has grown exponentially, with countless players, teams and creators contributing to its growth into the global phenomenon it is today. Tonight, the Decade Awards celebrated those who have defined the last ten years in esports, honouring the individuals, teams and organisations whose achievements have left a monumental mark on the industry. The complete list of Decade Awards winners is as follows:

  • Esports Game of the Decade – League of Legends
  • Esports Personality of the Decade – Matthew “Nadeshot” Haag
  • Streamer of the Decade – Félix “xQc” Lengyel
  • Esports Commercial Partner of the Decade – Intel
  • Esports Content and Coverage Platform of the Decade – Liquipedia
  • Esports Publisher of the Decade – Riot Games
  • Esports Live Event of the Decade – League of Legends Worlds 2017
  • Esports PC Player of the Decade – Lee “Faker” Sang-hyeok
  • Esports Breakthrough Player of the Decade – Mathieu “ZywOo” Herbaut
  • Esports Controller Player of the Decade – Anthony “Shotzzy” Cuevas-Castro
  • Esports Coach of the Decade – Kim “kkOma” Jeong-gyun
  • Esports Team of the Decade – T1 – League of Legends
  • Esports Organisation of the Decade – Team Liquid
  • Esports On-Air Talent of the Decade – Eefje “Sjokz” Depoortere

“Over the past ten years, the growth in the esports industry has been incredible to see, and it’s been a great honour to recognise the icons who have contributed to its rise in popularity,” says Mike Ashford, CEO of the Esports Awards, “Tonight, we showed the world just how global and impactful esports has become, and celebrated the individuals and companies that have consistently driven its success. Congratulations to all the winners, and thank you to the esports community for your ongoing dedication and support.”

The Decade Awards is brought to you by the Esports World Cup, Oakley and Media Partner Hitmarker. The full stream can be found here: twitch.tv/esportsawards.

The post THE ESPORTS AWARDS CROWNS THE BEST IN ESPORTS FROM THE PAST DECADE, INCLUDING NADESHOT, SJOKZ AND FAKER appeared first on European Gaming Industry News.

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Hyprop and MTN Launch SHIFT COD Tournament as Part of 2025 Shift Gaming Experience

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With four spots, one stage and R60 000 on the line, South Africa’s sharpest squads are gearing up for a Call of Duty clash like no other.

The 2025 Hyprop MTN Shift Gaming Experience is about to get louder, faster and more intense. Hyprop, in collaboration with MTN, is introducing SHIFT COD – a Call of Duty tournament designed to test South Africa’s sharpest squads in a no-excuses, high-pressure arena. Four online qualifiers. One LAN finale. R60,000 in prize money. Only the best survive.

The format stays sharp and unforgiving: each qualifier is a single-elimination best-of-five series. Teams will battle across Hardpoint, Search and Destroy, and Control. Only the top squad from each of the four qualifier events will earn a shot at the LAN finale, taking place at Canal Walk on 12 and 13 September. Finalists will cover their own travel and accommodation, but the stage – and the spotlight – will be waiting.

“The Shift Gaming Experience is about putting real competition at the centre of public spaces and connecting people through the power of play,” said Christie Stanbridge, Brand and Campaigns Marketing Manager at Hyprop. “Adding Call of Duty to the lineup takes the intensity up a notch. We’re giving gamers a serious platform to show what they can do – live, on stage and in front of a crowd.”

The four qualifiers took place online, where teams signed up for free:

All qualifier finals were broadcast, giving fans full access to the action and allowing players to gain exposure beyond the scoreboard.

Four teams qualify for the LAN finale, where they’ll compete in a double-elimination bracket for a prize pool structured as follows:

  • 1st place: R30,000
  • 2nd place: R15,000
  • 3rd place: R10,000
  • 4th place: R5,000

Now in its third year, the Hyprop MTN Shift Gaming Experience has become one of the country’s most visible platforms for esports and casual gaming. Hosted at Hyprop-owned malls including Canal Walk, Clearwater and The Glen, the experience blends competitive tournaments with public engagement to bring gaming into the mainstream.

“MTN SHIFT isn’t about gimmicks. It’s built for players, whether you’re grinding in ranked or showing up to prove a point on LAN,” said Stanbridge. “We’ve seen how gaming can energise our spaces and create new communities. SHIFT COD builds on that energy.”

With only four LAN spots available, the window to make your mark is narrow, and the competition will be ruthless. Visit acgl.gg/mtnshift.

Remaining Tournament Dates & Venues:

SHIFT COD is part of the MTN Shift Gaming Experience which takes place at:

Capegate – Online Qualifier: 31 Aug | In-Centre Event: 5 – 7 Sep

Canal Walk – Online Qualifier: 7 Sep | In-Centre Event: 17 – 21 Sep

The post Hyprop and MTN Launch SHIFT COD Tournament as Part of 2025 Shift Gaming Experience appeared first on European Gaming Industry News.

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Lim “Ulsan” Soo-hoon Fights off the Competition to Reign as TEKKEN 8 at 2025 Esports World Cup Champion, Securing Back-to-Back EWC Titles

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Lim “Ulsan” Soo-hoon has claimed the TEKKEN 8 at EWC 25 crown having beaten Yoon “LowHigh” Sun-woong in a 5-2 grand final finish. His victory secures DN Freecs their first win at EWC 25 as he takes home $250,000 of the $1,000,000 prize pool.

Lim “Ulsan” Soo-hoon had a strong run at EWC 25, losing just one series against Kim “Kkokkoma” Mu-jong in the first match of the second phase. From that point on, however, he went unbeaten on his way to the grand final, even taking down Kim “Kkokkoma” Mu-jong for revenge on his way back from the lower bracket.

In the semifinals, Lim “Ulsan” Soo-hoon booked his place in the grand final with a 5-3 finish over Kim “CherryBerryMango” Jae-hyun, securing his second EWC TEKKEN 8 grand final in a row. Ulsan showcased his mastery of Dragunov throughout the grand final, setting the scene with a decisive victory in the first set, before taking the title in the seventh set with a 5-2 win.

His grand final opponent, Yoon “LowHigh” Sun-woong, took down Team Vitality’s Jeon “JeonDDing” Sang-hyun in a 5-2 finish to lock his place in the grand final. The former EVO champion displayed his Bryan skills throughout the final against Ulsan, but it wasn’t enough to overcome the overall winner.

“I never expected this. I cannot imagine I would win again. I mean, this year I had a rough start; there was a nerf to Dragunov, I had a lot of difficulties – I wanted to prove myself on this stage, and I have done it,” said Lim “Ulsan” Soo-hoon. “It’s been like a dream to be here. Thank you to those who support me from everywhere, my team, my friends, all my partners, and especially the Kingdom of Saudi Arabia for making this the biggest tournament in the world.”

“I’m still hungry. I just want to make myself a legend,” said Lim “Ulsan” Soo-hoon.

Lim “Ulsan” Soo-hoon secured 1000 Club Championship points for DN Freecs, who, as a result, jumped up to joint-eleventh place in the Club Championship standings, with 1200 points. Despite having three players in the top eight, DN Freecs will only receive one lot of points.

It was a disappointing showing from Team Falcons in TEKKEN 8, as all three representatives were eliminated before earning any points. With only a few games left to earn points, Team Falcons had high hopes for TEKKEN 8. Elsewhere, Twisted Minds, who secured victory earlier in the day in PUBG, failed to make it two for two on Saturday, also failing to score points in TEKKEN 8 as Arslan “Arslan Ash” Siddique was eliminated by overall winner, Lim “Ulsan” Soo-hoon.

The post Lim “Ulsan” Soo-hoon Fights off the Competition to Reign as TEKKEN 8 at 2025 Esports World Cup Champion, Securing Back-to-Back EWC Titles appeared first on European Gaming Industry News.

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