Overwolf Ads is proud to sponsor IAB UK Gaming Upfronts, and our keynote takes on the problem holding gaming budgets back. Brands know the audience is there. Plenty of them still don't know how to plan against it, with thousands of titles, platforms and communities to navigate.
VP of Brand Partnerships Nathan Lindberg is taking the stage in Soho to show how.
📆 Date: October 15, 2026
⏰ Time: 13:40
đź“Ť Location: Underbelly Soho | London
Speaker:
- Nathan Lindberg, VP of Brand Partnerships, Overwolf
Optimal Grip: Why Advertising Lost Its Grip on Gaming, and How to Get It Back
The trouble starts with how the industry talks about the audience. Advertisers treat "gamers" as a niche segment when gaming is a high-attention media environment where almost any consumer can be reached. Nathan shows how to plan against it.
This session focuses on:
- Why "gamers" is the wrong audience to buy
- Why single-title thinking keeps plans small
- How to find the audience already in your brief
- What award-winning gaming work looks like for global brands
About Overwolf Ads Overwolf is a world-leading gaming platform empowering brands and advertisers to reach over 113 million monthly gamers across hundreds of the world's biggest titles and premium gaming websites.
Ranked by Comscore as the #2 Biggest US Gaming Property, winner of ADWEEK's Top Ad Tech Company, Digiday's Best Gaming Ad Tech and The Drum's Best Platform/Tech Partner of the Year, Overwolf is trusted by global brands and agencies such as Universal Pictures, H&R Block, Netflix, Dodge, Nissan, KFC, WPP, Dentsu, Havas, The Trade Desk and more.
For more information on Overwolf, visit www.overwolf.com/ads.