A new report by Research Dive says the in-game ad market could grow by 11 percent a year to reach $17.5 billion by the end of the decade.

It argues that the key drivers of the growth will be alliances and acquisitions by the key players, growing social media activity and the rising popularity of mobile gaming. It adds that the key challenge will be the inability of some devices to support key games.

The report divides the market into a few segments based on type, device, and region. It says static ads will remain the default and garner a revenue of $8 billion by 2030. The smartphone/tablet sub-segment will continue to drive growth, as will rising internet penetration in developing regions. That said, North America will retain the highest market share – $5.7 billion by 2030.

Research Dive highlights some of the key corporate moves in the space. For example, it outlines the launch of InMobis in-game advertising platform InMobi Exchange, which helps developers to create ads and promote their brands.