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The In-game Advertising market within the Games Market in Thailand is witnessing considerable growth, fueled by the increasing popularity of mobile gaming, enhanced ad technologies, and a rising engagement of gamers seeking immersive brand experiences.

Customer preferences: Consumers in Thailand are increasingly drawn to personalized and interactive in-game advertising experiences, reflecting a cultural preference for engagement and storytelling. This shift is amplified by the rising influence of younger demographics, who value authenticity and connection with brands. Additionally, the growing trend of social connectivity in gaming fosters a sense of community, encouraging brands to integrate more seamlessly into gameplay. As mobile gaming becomes mainstream, advertisers are adapting strategies to resonate with the values and lifestyle choices of this evolving audience.

Trends in the market: In Thailand, the in-game advertising market is experiencing a surge in demand for immersive and interactive advertising formats, driven by a culturally rooted preference for storytelling and engagement. As younger gamers dominate the demographic landscape, brands are increasingly focusing on authenticity and community-building within games. The integration of social features into gaming platforms encourages collaborative experiences, further enhancing brand presence. As mobile gaming becomes ubiquitous, advertisers must refine their strategies to align with the values and lifestyles of this dynamic audience, positioning themselves for growth in an evolving market.

Local special circumstances: In Thailand, the in-game advertising market is shaped by a rich cultural tapestry that values storytelling and community engagement. The country's diverse demographics, with a significant youth population, drive demand for authentic brand interactions within games. Additionally, the prevalence of mobile gaming, supported by high internet penetration, offers advertisers a unique platform to connect with gamers. Regulatory factors, including policies promoting digital innovation, further enhance opportunities for immersive advertising, making Thailand a distinctive player in the global gaming landscape.

Underlying macroeconomic factors: The in-game advertising market in Thailand is significantly influenced by macroeconomic factors such as the country's robust economic growth and rising disposable incomes, which enhance consumer spending on digital entertainment. The government's supportive fiscal policies, including incentives for digital innovation, stimulate investments in the gaming sector. Furthermore, the global trend towards increased digitalization and the proliferation of smartphones bolster mobile gaming engagement. Additionally, rising internet penetration rates facilitate broader access to gaming platforms, creating ample opportunities for brands to connect with the youth demographic, thereby driving market expansion.

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 ÌÇÐÄÆƽâ°æ), 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 ÌÇÐÄÆƽâ°æ data is unbiased for representativeness.