How Overwolf Doubled Its Addressable Gaming Audience

The Challenge

Overwolf — the world’s leading platform for gaming apps, mods and in-game tools — reaches 100M+ gamers across two environments: a desktop application and a web network including Nitro, its payments ecosystem. The problem: those two environments lived in separate data silos. High-intent signals from the desktop app couldn’t be unified with web activity, leaving Overwolf’s most valuable gamers effectively invisible to the open advertising market. Legacy DMPs couldn’t bridge the gap.

The Solution

Overwolf turned to ArcSpan AMS. ArcSpan integrated across both environments to stitch them into a single first-party audience layer for the first time, resolving identity across app and web touchpoints. Custom gaming taxonomy segments — built around Overwolf’s specific genres, passion points and gameplay behaviours — were enriched with demographic, intent and contextual signals to turn raw behaviour into actionable, addressable profiles.

The Results

• 50 → 600+ custom gaming segments — a 12x expansion of the audience catalogue

• Addressable reach grew from 38% → 84% — doubling monetisable inventory without acquiring a single new user

• 50% CPM premium vs run-of-network on first-party, custom-taxonomy segments

• Unlocked non-endemic demand across travel, B2B, healthcare and in-market purchase categories

• Now powers Gamer Grid, Overwolf’s new gaming audience product reaching 113M monthly PC players across titles including Minecraft, League of Legends and World of Warcraft