Overwolf Ads has been named a winner at the Chief Marketer Ignite Awards, taking home the prize for:
- Best Use of Interactive Technology in a Campaign - The 78-Minute Gamer Break (Naked Smoothie / Tropicana x dentsu X)
This adds to a growing trophy cabinet for the campaign, which previously took home three wins at The Drum Awards 2025 and was shortlisted at the Campaign Tech Awards 2026 for Best Use of Gaming.
The 78-Minute Gamer Break with Naked Smoothie & dentsu X
The brief from dentsu X was clear: reach Gen Z during playtime and drive real consideration of Tropicana's Naked Smoothie as the go-to snack break drink.
We started with the data. Overwolf is home to 113 million of the world's 1.86 billion PC gamers, and 88% of them average 2+ hours in a single session. Digging deeper, a recurring behavioural pattern emerged: millions of players take a natural break at around the 78-minute mark - an unclaimed brand moment that no competitor in the category had even identified.
We built the campaign around it. Using Overwolf's in-game technology, we launched an integrated takeover that rewarded players for intensive playtime sessions across the biggest Gen Z titles - Fortnite, VALORANT, Apex Legends and more. Contextual messaging and in-game rewards fired at the precise moment players were statistically most likely to be craving something to eat and drink. We enriched the experience across complementary downtime moments - loading screens, pre-match lobby waiting rooms - with in-play video, display, and high-impact rich media across every relevant touchpoint.
The results spoke for themselves:
- 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 partners at dentsu X and Tropicana's Naked Smoothie - this win belongs to all of us.
We look forward to continuing to push the boundaries of in-game advertising in 2025 and beyond.
Read more here.
About Overwolf Ads
Overwolf is a world-leading gaming platform empowering brands and advertisers to reach over 113 million monthly users 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.