The retail industry continues to be a hotbed of innovation, with activity driven by the desire for convenience and the growing importance of technologies such as artificial Intelligence, automation, and digitisation. In the last three years alone, there have been over 133,000 patents filed and granted in the retail industry, according to GlobalData’s report on Personalisation in Retail: Targeted in-game advertising. Buy the report here.

According to GlobalData’s Technology Foresights, which uses over 128,000 patents to analyse innovation intensity for the retail industry, there are 70+ innovation areas that will shape the future of the industry.

Targeted in-game advertising is a key innovation area in personalisation

In-game advertising allows the game manufacturers or the advertising firms to deliver advertisements remotely. The advertisement format can vary from images, videos, and audio to dynamic ads, static ads and more.

GlobalData’s analysis also uncovers the companies at the forefront of each innovation area and assesses the potential reach and impact of their patenting activity across different applications and geographies.  According to GlobalData, there are 40 companies, spanning technology vendors, established retail companies, and up-and-coming start-ups engaged in the development and application of targeted in-game advertising.

Key players in targeted in-game advertising – a disruptive innovation in the retail industry

‘Application diversity’ measures the number of different applications identified for each relevant patent and broadly splits companies into either ‘niche’ or ‘diversified’ innovators.

‘Geographic reach’ refers to the number of different countries each relevant patent is registered in and reflects the breadth of geographic application intended, ranging from ‘global’ to ‘local’.

Patent volumes related to targeted in-game advertising

Company Total patents (2010 - 2021) Premium intelligence on the world's largest companies
Nant Holdings Ip 136 Unlock company profile
Konami Group 79 Unlock company profile
Sony Group 77 Unlock company profile
Gree 52 Unlock company profile
Sega Sammy Holdings 47 Unlock company profile
Microsoft 41 Unlock company profile
Take-Two Interactive Software 39 Unlock company profile
Bandai Namco Holdings 36 Unlock company profile
Netmarble 26 Unlock company profile
Square Enix Holdings 24 Unlock company profile
COLOPL 22 Unlock company profile
AT&T 21 Unlock company profile
Niantic 20 Unlock company profile
Fox Factory Holding 19 Unlock company profile
International Business Machines 15 Unlock company profile
Samsung Group 15 Unlock company profile
Activision Blizzard 13 Unlock company profile
Crown Holdings 13 Unlock company profile
SoftBank Group 12 Unlock company profile
Evryx Acquisition 12 Unlock company profile
NHN 11 Unlock company profile
Apple 10 Unlock company profile
Avaya Holdings 8 Unlock company profile
Alphabet 8 Unlock company profile
Sony Online Entertainment 8 Unlock company profile
mixi 7 Unlock company profile
Sega 7 Unlock company profile
Telenor 7 Unlock company profile
Mq Gaming 7 Unlock company profile
Intel 7 Unlock company profile
Enad Global 7 7 Unlock company profile
Dentsu Group 6 Unlock company profile
Capcom 6 Unlock company profile
Empire Technologies 6 Unlock company profile
Warner Bros. Discovery 5 Unlock company profile
NEC 5 Unlock company profile
Double Fusion 5 Unlock company profile
Mattel 5 Unlock company profile
Mixed Dimensions 5 Unlock company profile
Womanizer Group Management 5 Unlock company profile

Source: GlobalData Patent Analytics

The leading patent filers in the targeted in-game advertising space include Sony Group, SoftBank Group, Casio Computer, Chemtron Research, and Qualcomm. Sony is working to bring advertisements to its free-to-play PlayStation in 2023. The ads appear in games and are give game developers a way to monetise their work and encourage them to continue building free-to-play games.

Chemtron Research, CCL Industries, Magna International, Sony Group, Signify and Novalia are the leading companies, in terms of application diversity.

In terms of geographic reach, Cfph, Yazaki, Novalia, BlackBerry, SoftBank Group and Hewlett Packard Enterprise are the top players.

The global gaming industry is currently worth around $300bn. It has grown over the years forming a variety of audiences. Dynamic in-game advertising is bound to grow with the growth of the gaming industry.

To further understand the key themes and technologies disrupting the retail industry, access GlobalData’s latest thematic research report on Retail.

Premium Insights


The gold standard of business intelligence.

Blending expert knowledge with cutting-edge technology, GlobalData’s unrivalled proprietary data will enable you to decode what’s happening in your market. You can make better informed decisions and gain a future-proof advantage over your competitors.


GlobalData, the leading provider of industry intelligence, provided the underlying data, research, and analysis used to produce this article.

GlobalData’s Patent Analytics tracks patent filings and grants from official offices around the world. Textual analysis and official patent classifications are used to group patents into key thematic areas and link them to specific companies across the world’s largest industries.