Playwire and Overwolf look to tap into the eSports industry

Playwire Media has formed a partnership with Overwolf, a software platform for competitive PC gamers, designed to seamlessly integrate apps to any game. As part of the new agreement, Playwire Media will exclusively handle their new partners entire advertising inventory within their software application, which includes takeovers, display ads and pre-roll video ads.

Overwolf applications help users improve gameplay, multi-task, and track performance and gaming activity - all in-game. Used by millions of players, eSport teams and trusted by gaming industry leaders such as Riot Games, Nvidia and Logitech G, Overwolf is becoming a must-have tool for every PC gamer.

“Playwire’s expertise in the gaming vertical coupled with the variety of custom ad formats they offer made this a natural partnership,” said Uri Marchand, CEO, Overwolf. “Millennials and gamers are bombarded with standard ads on YouTube or Twitch and they are very quick to block them with ad blockers. We make it a priority to have our ads feel like an integrated part of the product and gaming experience. We’re also introducing innovative ad formats, such as our Achievement Rewards program, that allow brands to reward gamers with real products for their in-game achievements. The new partnership with Playwire fits perfectly with our audience.”

According to eMarketer, more than 60 percent of Millennials use a form of ad blocking software.

“As the largest site representation firm, we will be able to offer more opportunities for our clients to reach millennials and gamers hiding behind ad blockers,” said Jayson Dubin, CEO, Playwire Media. “As a result of our partnership with Overwolf, we will be offering advertisers access to an audience otherwise unreachable on Twitch, YouTube or other gaming websites. As our flagship eSports partner and a highly innovative platform for gamers, Overwolf aligns perfectly with the type of companies we seek to collaborate with. We’re excited to be able to offer our brand partners new ways to reach cross-title players, in-game.”