Adtech video game company Overwolf doubled its ad revenue from $50 million in 2023 to $100 million in 2024, signaling Overwolf’s position among brands trying to navigate the widely untapped in-game advertising market.
During that same 12-month period, Overwolf paid out $240 million to its community of in-game creators for their contributions.
Based in Tel Aviv, Overwolf describes itself as “the guild for in-game creators,” reaching more than 100 million monthly active users across more than 1,500 games (including “Fortnite,” the “Call of Duty” franchise, “Minecraft” and “League of Legends”) and working with 178,000 in-game creators to build, distribute and monetize in-game apps, mods, and private game servers.
Overwolf, which has raised more than $150 million from investors including Ubisoft and Samsung, is currently working on new products focused around user-generated content (UGC) and Discord channel integration for creators, and evolving its “Rewarded Achievements” ad product, which delivers immersive and contextual branded messaging and rewards based on real-time in-game events.
Per Overwolf, the company has seen a 100% increase in the number of its Rewarded Achievements campaigns through partners including Verizon, PepsiCo’s Tropicana, Conagra, Pringles and Universal Pictures, and a 480% increase in budget year-on-year.
According to Overwolf CEO and co-founder Uri Marchand, the company plans to double the size of its ads team in 2025 (this year, Overwolf has grown its brand partnerships division from 8 staffers to 20 employees, including senior talent from Epic Games, Twitch and Instagram).
One of Overwolf’s biggest ongoing goals is to pay out $1 billion to its community of creators by 2030.
“Currently we’re at $275 million over the last 12 months, so we’ve continued to grow in ’25 in this total volume,” Marchand said. “The reason why we have this very ambitious goal is we want to make sure that every single member of the Wolf pack, they’re aligned on a single KPI — and this is how much creators are making. And it doesn’t mean if I work on Tebex, which is one of our subsidiaries, Nitro, which is one of our subsidiaries, the apps platform, CurseForge, one of our products. It doesn’t really matter. At the end of the day, we all have this one shared KPI, which is how much creators are making. And I really hope to see the day where we reach this 1 billion mark. Definitely a difficult climb, but we’re slowly getting there.”
In 2024, Overwolf expanded its reach by acquiring Nitro (formerly NitroPay), a gaming ad tech company focused on helping website publishers optimize monetization. And in 2025, Overwolf partnered with The Trade Desk’s OpenPath and Adelaide’s AU Ecosystem.
“Overwolf has become an essential partner in how we integrate brands into gaming culture,” Dentsu global head of gaming Brent Koning said. “Through campaigns with Pringles and Naked Juice, we’ve engaged gamers in ways that feel native, non-intrusive, and genuinely fun by embedding brands directly into iconic gameplay moments.”
Koning added: “At dentsu, we’re working with our clients to build integrated gaming strategies that connect culture with commerce, and that requires partners who are doing things that are truly new. What sets Overwolf apart is its ability to scale with precision and authenticity, all while empowering the creators behind these experiences. As gaming cements its role in modern media strategy, platforms like Overwolf are helping brands meet audiences where they are with relevance, respect, and results that move the needle.”
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