The new standard for media quality is attention, and Overwolf is now acknowledged as one of its premier sources.

We are thrilled to announce Overwolf has been selected to join Adelaide’s newly announced AU Ecosystem; a tightly curated group of 40 premium publishers including The New York Times, Spotify and Wall Street Journal, that are redefining media quality around one core metric — attention.

This milestone positions Overwolf as one of the first gaming platforms to be recognized on equal footing with the world’s most trusted media brands. It also reinforces that in 2025 every results-driven advertiser should be present within the world’s most immersive entertainment: gaming.

What is Adelaide’s AU Ecosystem?

In 2023, media measurement vendor Adelaide launched a new proprietary advertising metric around attention called AU (attention unit), with over 125 world-leading DSPs, SSPs, ad networks, publishers actively leveraging it to support their ad buys.

AU swept the 2024 AdExchanger Awards, and Adelaide has become the first pure-play attention vendor to enter MRC review.

Off the back of this mass adoption by the industry at-large, Adelaide has now announced a newly curated and exclusive marketplace called the AU Ecosystem. The offering combines a suite of tools and services into a single, standardized marketplace through which media buyers and publishers can transact directly based on media quality, (not just quantity).

The Value of the AU Attention Metric for Advertisers

Unlike viewability, which measures whether an ad is seen, AU helps advertisers quantify how well an ad is likely to be seen, taking into account placement, format, and surrounding context. It measures how likely an ad placement is to capture actual human attention and influence behavior. 

In 2024, Overwolf outperformed major platforms like Instagram, TikTok, Facebook, and LinkedIn on Adelaide’s AU Attention Score. That’s because gamers on Overwolf aren’t doom-scrolling or multitasking on multiple screens — they’re fully locked in during active gameplay moments across the world’s most immersive entertainment titles.

With more than 100 million monthly active users, Overwolf offers brands the ability to meet gamers where attention is at its peak. Our in-game overlays and companion apps don’t interrupt the experience. They enhance it. That brings unparalleled results for advertisers.

Attention Drives Bottom-of-Funnel Results

AU is tightly correlated with business outcomes because attention delivers on both quality and efficiency.

According to both Adelaide and our own Overwolf data, placements with higher AU scores consistently outperform on brand uplift and drive greater purchase intent.

Overwolf ad units average 90% viewability and 85% video completion rates precisely due to the powerful combination of first-party data targeting (including Game, GPU, Hardware, ISP) with real-time contextual ad-placement relevance during gameplay.

Gamers on Overwolf spend 30+ hours per week in-game with headphones on for full immersion; making them one of the most captive, high-frequency audiences with no second-screen distractions.

“We’re incredibly proud to join Adelaide’s AU Ecosystem alongside a select group of premium publishers leading the charge in attention-based media. At Overwolf, our mission has always been to connect brands with gamers in lean-forward moments of deep focus and immersion — when attention is at its peak.

Adelaide’s AU measurement validates what we’ve long known: Overwolf’s 100M+ monthly gaming users are among the most highly engaged audiences in digital media.” — Elazar Heim, VP Revenue, Overwolf

Next Steps for Brands & Advertisers

Adelaide’s AU Ecosystem brings together the industry’s most premium inventory sources and measurement-forward platforms. For advertisers, it’s a shortcut to transparency, consistency, and crucially, results.

If you're a media planner, strategist, or brand leader, the AU Ecosystem is your direct gateway to quantifiably high-quality attention.

What You Should Do Now:

• Add AU scores to your buying criteria and treat attention as a standard (not a bonus).
• Ask about AU measurement, guarantees and benchmark performance against your current campaigns.
• Plan for full-funnel impact, from awareness to action.
• Explore Overwolf’s premium gaming inventory, with access to hundreds of top-tier games like Fortnite, League of Legends, Minecraft, and more.

Attention Is the New Currency for Outcomes

Media is shifting. The industry is moving toward attention-based planning, and platforms like Adelaide are setting the new rules. Being early to that ecosystem isn’t just a feather in Overwolf’s cap, it’s an advantage for every brand that activates with us now.

Gaming is where attention lives. With Overwolf and Adelaide, it's now where premium performance begins.

For more information on Adelaide’s AU Ecosystem head here.

Overwolf Ads is a world-leading ad tech platform empowering brands and advertisers to reach over 100M+ monthly gamers across hundreds of the world's biggest titles and premium gaming websites.

We’re trusted by global brands and agencies such as P&G, Dr Pepper, AMD, Monster Energy, Nissan, KFC, WPP, Dentsu, Havas and more. Interested? Learn about us here.