Overwolf, Twitch & Roblox Surge to Top Tier of Comscore’s Gaming Media Platforms

In a recent December 2023 report by Comscore — the renowned platform for advertisers to gauge and analyze media engagement — Overwolf has continued to scale to the upper echelons of gaming media properties. Sitting amongst the industry giants of Twitch, Roblox, Epic Games and Activision Blizzard, Overwolf jumped 21% in unique visitors from November 2023 to December 2023, with a 19.6M reach for display/video media buying opportunities reaching gamers.

The report also highlights several key facets that set Overwolf apart from its competitors. Notably, Overwolf boasts an audience that over-indexes on $100K high-income households, surpassing other top-10 properties in this regard. This demographic specificity underscores the platform’s ability to target affluent gaming audiences, something many advertisers don’t yet realise is possible to do at scale.

Whilst some advertisers often mistaken gaming as a niche vertical to reach a very young demographic, the Comscore report also demonstrates that Overwolf’s expansive gamer audience captures an incredibly balanced and broad age range. Many media buyers are now recognising that since gaming has surpassed music and film combined in population interest, it can and should be treated as a primary advertising channel.

Building on this, Overwolf’s ad platform demonstrates exceptional performance across various metrics, including close to 100% viewability rates, 80–90% video completion rates, and unique user engagement opportunities.

With over $50M of ad media served in 2023, Overwolf continues to solidify its position as a premier gaming media publisher, garnering the trust of global brands and agencies such as WPP, Dentsu, Havas, P&G, KFC, Monster Energy, Intel, Disney and more.

Expanding Reach through In-Game Desktop Apps

Overwolf’s success can be attributed in part to its innovative approach to reaching gamers where they spend the bulk of their time — within their favorite games. Overwolf’s appstore offers a plethora of in-game desktop apps compatible with some of the most popular AAA titles worldwide, including Minecraft, Fortnite, League of Legends, Roblox, and World of Warcraft, among others. These desktop apps enhance the gaming experience by providing additional features and functionalities, garnering usage from over 44 million gamers monthly.

The integration of IAB-standard ad units within these desktop apps allows advertisers to seamlessly connect with gamers during opportune moments, such as loading screens and lobbies, without disrupting gameplay. This non-intrusive approach ensures that ads are only displayed when gamers are free and attentive, maximizing engagement and minimizing disruption.

In addition to this, Overwolf’s unique Moment-Triggered Ads solution is allowing brands to create custom branded creative ads and rewards during gameplay that doesn’t interrupt playtime but seamlessly becomes part of the experience. The engagement, sentiment, brand uplift and brand recall metrics are unparalleled within not just the in-game advertising industry, but the advertising industry at large.

Unique Opportunity for Advertisers

Comscore’s report underscores the unique value proposition that Overwolf offers to advertisers seeking to target gaming audiences effectively. Unlike traditional media platforms, which often struggle to engage gamers amidst their gameplay sessions, Overwolf’s in-game extensions provide an uninterrupted channel for brands to connect with their target demographics.

By leveraging Overwolf’s ad platform, advertisers can access a distinct audience segment that can be unreachable through other channels due to gamers’ tendency to use ad-blockers online, thereby diversifying their marketing strategies and maximizing their ROI.

Seizing the Opportunity

For advertisers eager to capitalize on Overwolf’s platform, various avenues exist to initiate campaigns. From programmatic media buying through Deal ID/PMPs to direct engagement with Overwolf’s dedicated Brand Partnerships team, advertisers have the flexibility to tailor their approach to suit their specific objectives and preferences.

By partnering with Overwolf, advertisers can unlock a wealth of opportunities to engage with gamers in innovative and impactful ways, driving brand awareness, affinity, and ultimately, conversions.

If you’re interested in hearing more about Overwolf Ads or want to speak to us directly, head here.