Portugal's digital advertising market continues to grow rapidly in 2026, with total spends reaching approximately USD 350 million. In-game advertising is a significant segment, contributing around USD 85 million, reflecting the country's increasing engagement with gaming platforms. The dominance of mobile devices is evident, with 78% of digital ads accessed via smartphones, highlighting mobile's key role in digital marketing strategies.
User engagement levels remain high, with an average of 25 minutes spent daily on in-game ads. The engagement rate has improved to 4.5%, indicating that advertisers are effectively capturing audience attention. As gaming and digital consumption increase, Portugal's in-game advertising sector is poised for further expansion, driven by advancements in ad targeting and immersive ad formats.