At the intersection of cinema and gaming, a new revenue engine is taking shape. While traditional marketing once viewed games as a billboard, the industry is shifting toward "playable IP", where legendary characters and worlds come to life.

At GamesBeat Hollywood & Games, Overwolf’s CMO Shahar Sorek joined Marcus Liassides, SVP, Global Head of Digital at Mattel, to break down the "The New Blockbuster Formula: IP Activation, In-Game Engagement & Digital Revenue".

The session provided a tactical look at how iconic brands like Universal Pictures, Paramount, Warner Bros., and Mattel are successfully activating IP across massive ecosystems like Fortnite, Roblox, Minecraft, and ARK: Survival Ascended.

The discussion highlighted a critical evolution: the rise of "genre-targeting" and premium mods as a way to reach specific gamer cohorts with surgical precision. By bridging the gap between gameplay and real-world brand affinity, studios are now able to drive meaningful digital revenue and track attribution models that tie in-game moments to global sales.

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 Ads head here.