6 Ad Formats to Take Your Mobile In-Game Advertising to the Next Level

BY SCOTT REYBURN | MAY 13, 2024GAMING, PERFORMANCE MARKETING

With the video game industry’s global market value predicted to reach $321 billion by 2026 and an estimated 2.9 billion mobile game players making up half of global gaming revenue, competition in the mobile market has never been fiercer. Mobile game marketers continue to increase their user acquisition spend and often look to in-game advertising to boost revenue.

However, striking the right balance between profitability and player experience can be challenging. Players want an immersive experience: make your ad too disruptive, and it’s likely just to frustrate rather than drive engagement. Game marketers must also consider which ad formats will engage players enough to keep that advertising revenue coming in.

With all that in mind, it’s easy to get overwhelmed by in-game advertising, especially when you factor in the wide range of ad formats and integration methods (which can also vary depending on genre) available. To assist, we’ll explore the in-game ad formats players will most likely engage with and how they can be implemented.

The benefits of mobile in-game ads

Before unpacking the different ad formats available to marketers today, it’s essential to understand why in-game advertising is such a powerful mobile marketing tool. In-game advertising’s superpower lies in its ability to subtly weave brand messaging into the game world to create a positive, long-lasting brand association.

In-game advertising also allows you to: