We're proud to share that Overwolf Ads has been shortlisted at the Campaign Tech Awards 2026 for The 78-Minute Gamer Break campaign with Tropicana's Naked Smoothie and dentsu X.
Shortlisted category:
- Best Use of Gaming
This nomination is recognition of what happens when deep behavioural data, precision technology, and genuine gamer understanding come together to create something truly ownable for a brand.
The 78-Minute Gamer Break with Naked Smoothie & dentsu X
There are over 1.86 billion PC gamers worldwide, and Overwolf is home to 113M of them. When dentsu X challenged us to reach Gen Z during playtime and drive consideration of Tropicana's Naked Smoothie as the perfect break-time drink, we brought more than a media plan to the table - we brought a data insight nobody else in the category had seen.
Buried in behavioural patterns across millions of sessions, we found it: a natural, recurring break point at the 78-minute mark. An unclaimed brand moment. We built an integrated in-game takeover around it, triggering contextual messaging and rewards at the precise moment players were statistically most likely to step away and reach for something. The experience extended across loading screens, pre-match lobbies, and rich media placements - meeting players in every relevant downtime moment across the biggest Gen Z titles (including Fortnite, VALORANT, Apex Legends & more).
Pairing contextual messaging with in-game rewards, Naked Smoothie cheered millions of gamers on when they were statistically most likely to be craving a snack break.
The results were extraordinary:
- Over 1 million players engaged
- 48,000 hours (5.48 years) of cumulative playtime logged
- Significant lifts in purchase intent, brand favorability, awareness, and recall
Winners will be announced on June 4th - and we're proud to see this work recognised among the best in the industry.
See the full shortlist here.
This campaign was already awarded with 3 x The Drum Awards in November 2025.
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, P&G, Lancôme, AMD, Monster Energy, Nissan, KFC, WPP, Dentsu, Havas, The Trade Desk and more.
For more information on Overwolf, visit www.overwolf.com/ads.