Trends, playbooks, and analysis for in-game creation and advertising for gamers
A look at why interruption-based formats are losing Gen Z, and how non-intrusive, in-game placements close the gap. Key Takeaways * 90% of Gen Z identify as gamers, according to Deloitte's 2025 Digital Media Trends survey. * 212.3 million Americans now play video games weekly, per
The channels that win Gen Z attention aren't the ones with the most reach. They're the ones that hold focus long enough for a message to register, and that shortlist is narrower than most media plans assume. Gen Z spends more waking hours online than any
A look at how incrementality testing works for gaming media, and where Overwolf Ads fits into a measurement stack built for CTV and social. For years, gaming has been trapped in the "experimental" budget tier - not because it lacks reach, but because it lacked the measurement rigor applied
A step-by-step framework for justifying a gaming line item to finance, leadership, or a client, built around proof rather than enthusiasm. US game ad revenue is on pace to surpass 10 billion dollars by 2029, according to EMARKETER. Despite that growth, in-game advertising still represents roughly 2.
A channel-by-channel look at where 18–25-year-old attention actually lives, and why gaming environments deserve a planning line of their own. Linear TV reaches a shrinking share of 18-25-year-olds with each passing year. Long-form video, short-form social, live streaming, audio, and
OTT and In-game solve fundamentally different problems: one builds premium streaming reach, the other captures attention during active participation. The strongest media plans treat them as complements, not competitors. Choosing between OTT and in-game advertising isn't just a choice between two media channels. It's
How to treat gaming as a core media line rather than a one-off test - and where Overwolf Ads fits into the plan. Gaming accounts for less than 5 percent of worldwide media investment despite commanding a large share of consumer attention, according to eMarketer's January 2026 Video
Standard pre-roll videos and pop-up ads don't automatically capture attention simply because they appear inside a game. For Gen Z gamers - a demographic that's difficult to reach through traditional media and highly sensitive to interruptions - advertising works best when it becomes part of the
Every summer, the 16-24 year old cohort disappears into their setups. They play through full weekends. Session lengths run for hours. This is where their attention goes from June through July, concentrated and largely uncontested by brand media. Then August hits. As students and parents start spending more time
You have a trailer ready to go. Your CMO is asking for third-party-audited reach, and your media plan demands ten AAA titles. However, attempting to execute this plan reveals a critical challenge: in-game advertising is not a single, unified channel, it is a collection of incompatible scorecards.
Key Takeaways * YouTube is the structural breadth anchor: Nine-in-ten U.S. teens use it [Pew Research], with 70% of Gen Z adults spending an hour or more per session [Morning Consult]. * Short-form video functions as a product research surface, not just entertainment [Search Engine Journal]. * Contextual in-
We are super excited to announce the official launch of The Leaderboard Insights Podcast series for brands and advertisers interested in gaming! We interview monthly the industry’s brightest minds to uncover in-depth and tangible insights for brands and advertisers interested in gaming as part of their marketing mix.
Welcome to this month’s special edition of High Scores Leaderboard Insights, where we bring you expert perspectives from industry leaders shaping the future of gaming marketing. This time, we’re featuring Noam Korin, VP of Brand Partnerships, who breaks down what strong in-game creative really looks like, and
With 1.86 Billion PC gamers worldwide logging on to enjoy fully immersive, headphones, long-duration playtime, brands have a rare opportunity to access countless hours of undivided attention. For this year's presentation at IAB PlayFronts 2025, Overwolf’s CMO Shahar Sorek and Head of US Brand Partnerships
For advertisers, understanding the appeal of a new game—and why it matters—can be a challenge. With countless titles launching each year, it’s difficult to predict which ones will capture players’ attention and foster long-term engagement. Even more daunting is envisioning how a brand can seamlessly fit
Welcome to this month’s special edition of High Scores Leaderboard Insights, where we bring you expert perspectives from industry leaders shaping the future of gaming marketing. This time, we’re featuring Nathan Lindberg, Head of US Brand Partnerships at Overwolf, as he dives into the ultimate blueprint for brands
Welcome to this month’s edition of High Scores Leaderboard Insights, where we bring you expert perspectives from industry leaders shaping the future of gaming marketing. This time, we’re featuring Aimee Baller, Head of Partnerships for West & Central US, as she dives into The Future of Brand Engagement
Fortnite's Unreal Editor for Fortnite (UEFN) has revolutionized game creation, empowering brands to build immersive experiences within the Fortnite universe. Brands like Balenciaga, Coca-Cola, and Chipotle have already launched Fortnite maps. However, without a solid strategy, even the best-looking maps can fizzle out fast. UEFN maps