The global entertainment and media (E&M) industry continues to thrive, with revenues projected to reach $3.4 trillion by 2028. A significant driver of this growth is advertising, which is expected to hit $1 trillion by 2026. This surge is not only transforming traditional media but is also creating substantial opportunities in the rapidly expanding (mobile) gaming sector.
Gaming's Explosive Growth
Gaming remains one of the fastest-growing sectors within the E&M industry. According to PwC’s Global Entertainment & Media Outlook 2024-28, the global gaming market generated $227.6 billion in revenue in 2023, a 4.6% increase from the previous year. By 2028, this figure is expected to surpass $300 billion, driven largely by the Asia-Pacific region, which will account for 54.4% of the global gaming market.
This rapid growth is attracting significant advertising investments. With the increasing popularity of e-sports and mobile games, advertisers are keen to tap into the engaged and diverse gaming audience. Advertising within mobile games offers a much less cluttered environment compared to other marketing channels like CTV, social media, and display ads. Video content, regardless of the platform, can be particularly effective when integrated into mobile games, providing a brand-safe space. Here, advertisers can strategically select genres and target specific audiences that align best with their brand objectives.
The Power of Gaming Advertisements
The appeal of gaming as an advertising platform lies in its vast and engaged user base. Unlike traditional media, gaming offers interactive and immersive experiences, making advertisements more engaging and effective. Brands are leveraging various ad formats, from in-game banners to interactive video ads, to capture the attention of gamers.
Furthermore, the advent of ad-based revenue models in streaming services has set a precedent for the gaming industry. As streaming giants like Netflix and Disney+ incorporate ads to boost revenue, gaming platforms are adopting similar strategies. This shift is evident in the increasing integration of ad-based models in popular games and even into e-sports tournaments.
The Role of Generative AI in Gaming Ads
The rise of generative AI is revolutionizing the way ads are created and delivered in the gaming industry. AI-driven tools enable personalized and dynamic ad experiences, enhancing user engagement and conversion rates. For instance, AI can analyze player behavior and preferences to deliver tailored advertisements that resonate with individual gamers.
As Wilson Chow, PwC's Global Technology, Media, and Telecommunications (TMT) Industry Leader, notes, the E&M industry must leverage generative AI to drive new revenue streams and transform business models. By harnessing the power of AI, gaming companies can optimize their ad strategies and create value through innovative solutions.
The surge in ad spend within the gaming industry reflects a broader trend of digital transformation in the E&M sector. As gaming continues to grow and evolve, it offers unparalleled opportunities for brands and advertisers to connect with diverse and engaged audiences. By embracing new technologies and innovative ad models, the gaming industry is set to become a cornerstone of global advertising revenue.
For more insights on the future of gaming and advertising, reach out to our Marketing Team today to learn more!
Stacey McDowall
