We’re thrilled to share that Overwolf Ads has been shortlisted across seven categories at this year’s The Drum Awards 2025. Our work has been recognized in both Media and Digital Experience, including:
- Media: In-Game
- Media: Use of Emerging Media Channels
- Media: CPG & Food and Beverage
- Media: Entertainment & Consumer Technology
- Digital Experience: Platform/Tech Partner of the Year
- Digital Experience: Game-Changing Technology
- Digital Experience: Best Interactive or Gamified Experience
All these nominations are a testament to how Overwolf’s technology is shaping the future of in-play media, helping brands connect with players in meaningful ways while empowering the creator community that makes gaming experiences possible.
The 78-Minute Gamer Break with Naked Smoothie & dentsu X
A highlight among the shortlisted work is our recent collaboration with Tropicana’s Naked Smoothie and dentsu X, recognized across multiple categories:
- Digital Experience: Best Interactive or Gamified Experience
- Media: Use of Emerging Media Channels
- Media: In-Game
- Media: Entertainment & Consumer Technology
- Media: CPG & Food and Beverage
There are over 1.86 billion PC gamers worldwide, and Overwolf is home to 113M of them playing the most premium titles. Unlike mobile, PC gaming means bigger screens, deeper immersion and wildly longer playtime sessions. We see 88% of PC gamers average 2+ hours in a single playtime session. When digging deeper, we discovered a recurring pattern: millions of players take a natural break around the 78-minute mark.
So, when dentsu X challenged us to get in front of Gen Z during playtime and drive consideration of Tropicana’s Naked Smoothie as the perfect beverage to quench thirst and hunger, we came armed with an unclaimed brand moment that no competitor in their category was even aware of.
We harnessed Overwolf’s innovative technology to create an integrated in-game takeover that rewarded players for their intensive playtime sessions across the biggest titles over-indexing with Gen Z (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.
We enriched this activity across complementary downtime moments (from loading screens and pre-match lobby waiting rooms) with eye-catching in-play video, display and high-impact rich media to captivate players across every relevant in-game touch-point.
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
A huge thank you to our incredible partners at dentsu X and Tropicana's Naked Smoothie.
The Future of In-Game Media
These nominations highlight how Overwolf Ads continues to lead the evolution of in-game advertising and creator-driven technology.
Our goal is to help brands connect with gamers through meaningful, non-disruptive experiences that fit naturally into gameplay. With access to over 113 million gamers across our platform, we make it possible for advertisers to engage audiences in ways that enhance rather than interrupt the experience.
See the full shortlist for The Drum Awards here
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 #2 Gaming Property and Digiday’s Best Gaming Ad Tech Platform 2024, Overwolf is trusted by global brands and agencies such as Universal Pictures, P&G, Dr Pepper, AMD, Monster Energy, Nissan, KFC, WPP, Dentsu, Havas, The Trade Desk and more.
For more information on Overwolf, visit www.overwolf.com/ads.