Omdia: the share of revenue from embedded advertising in mobile games will reach 42% by 2025

According to Omdia, revenue from embedded advertising is growing much faster than revenue from in-game purchases. The company predicts that at the current pace, by 2025, the share of advertising revenue will reach 42%.Omdia analyst Guillermo Escofet shared the data in a new material for Game Developer.

In 2016, the share of revenue from embedded advertising was only 17.6%. By 2025, it will reach 42.2% — almost $100 billion. At the same time, the company’s main income will continue to come from the money that users spend in games – 57.8% (over $ 120 billion).

The ratio of revenue from advertising and in-app purchases in mobile games (2016-2025)Escofet also noted that the share of advertising revenue is growing fastest in card games, social casinos, puzzles and sports titles.