Overwolf Ads’ new data product touts its ability to analyze PC gameplay and hardware signals to assist companies hoping to make a connection with high-value players.
Overwolf
Overwolf Ads, an adtech gaming platform that reaches around 113 million monthly players across some of the world’s most popular titles like Minecraft, League of Legends, and World of Warcraft, has unveiled Gamer Grid, a proprietary audience data product that aims to revolutionize in-game marketing with live metrics.
Gamer Grid promises to reach high-value consumers by delving more deeply into user statistics, including deterministic PC gameplay behavior, hardware signals, and content consumption. Its segments are live and regularly refreshed, meaning advertisers can buy live behavioral data rather than older profiles that may be outdated, especially in response to new releases, mods, or viral games.
Overwolf Ads specifically aims to enable companies to differentiate between high-value, engaged PC gamers and casual players, and meet their interests with relevant products and services.
Gamer Grid’s audience segments include:
- Genre and title-based players by installs and play time, across FPS, RPG, MMO, and strategy games;
- Hardware profiles of players, including GPU, CPU, and peripheral brands;
- Long-session and dedicated users identified by in-game duration and frequency of playing; and
- Purchase and lifestyle behaviors such as fast-food preferences, financial choices, and sports interests.
Gamer Grid aims to meet brands that want to develop responsive campaigns for game launches, DLC releases, and new hardware drops, while monitoring consumer demand for peripherals, food delivery, drink preferences, and more.
Overwolf’s promotional imagery suggests a wider subscription model to remove ads if gamers prefer.
Overwolf
“For years, gaming enthusiasts have been lumped together regardless of what they actually play or how deeply they’re engaged,” said Uri Marchand, Overwolf’s CEO and co-founder. “Gamer Grid changes that by building from what happens inside the gaming PC, including what game they play, how long they stay, and what hardware they’re running. That’s a fundamentally different signal, and it’s one that only Gamer Grid can provide at this scale.
“For advertisers, it means the difference between reaching someone who once clicked on a gaming website and reaching someone who played 40 hours last week.”
Nathan Lindberg, vice-president of global brand partnerships at Overwolf Ads, explained that Gamer Grid will help minimize experimental budgets by allowing companies to evaluate gaming on the same terms as other established channels.
He said: “Because Gamer Grid can target GPU, CPU, and peripheral signals, we can tell you a lot about who’s actually on the other side of the screen. An Adobe Student license suggests someone thrifty or in university. A three-year-old mouse suggests someone is ready to upgrade. That’s a fundamentally different signal than demographics or content-based targeting.”
Gamer Grid’s unveiling follows Overwolf Ads’ announcement that it is rapidly expanding its team and widening its U.S. operations following major partnerships with Google, Bethesda, Logitech, Lenovo, and Frijj.
