After a few tumultuous years, in-game advertising will grow solidly through 2028. Game developers still buy most of the ads served in games. But new, more standardized formats have lured brands that are attracted by gaming’s huge and diverse audience.

Key Question: How quickly is in-game advertising growing, and where are the opportunities for brands?

Key Stat: After 2023’s rapid increase in US game ad revenues, growth will hover at a steady rate in the next few years—but not fast enough to sustain gaming’s current share of overall digital ad revenues.