Overwolf Ads Launches ‘In-Game Audience Map’ Product for Brands to Identify What Their Customers Play Across More Than 5,000 Video Games (EXCLUSIVE)

Gaming media company Overwolf Ads has launched a new in-game audience map product, which it describes as “the industry’s only media planning tool that enables advertisers to identify exactly where their target audiences play across more than 5,000 major PC game titles — including Fortnite, Roblox and more — and understand the potential reach available within each environment.”

Debuting this week at IAB PlayFronts 2026, Overwolf’s new in-game audience map allows brands to enter target audience demographics from existing media briefs, including segments such as “parents of young children” and “in-market SUV buyers,” per the company, so the platform can map those audiences across the gaming ecosystem, providing data that shows exactly where and what games these audiences play.

Powered by Gamer Grid, Overwolf’s first-party audience data platform, the audience map product now live in eight markets, including the U.S., Canada, the U.K., Germany, France, Italy, Spain and the Netherlands.

According to Overwolf, “Because Gamer Grid captures deterministic signals based on real-time gameplay behavior, hardware, and content consumption, it is currently the only platform in the world capable of offering advertisers this level of transparent, scalable in-game data across the biggest titles. Behavioral segments are continuously refreshed using signals including game played, game genre, in-game purchases, user hardware peripherals, playtime session duration, frequency and more.”

Overwolf notes that gaming has historically been sold as an audience category to target rather than a media environment to plan against, though 60% of the U.S. population plays digital games, and 3.4 billion people play worldwide, according to dentsu’s State of Gaming research.

According to Overwolf, its direct brand deals are up 32% year-on-year, with McDonald’s, The J.M. Smucker Co., Universal Pictures, Paramount, Logitech, Samsung and Amazon returning for renewal campaigns in 2026.

“Nobody plans against ‘socialiers,’ ‘entertainmenters,’ or ‘TV people,'” said Nathan Lindberg, VP of Global Brand Partnerships at Overwolf. “Yet gamers are looked at as a monolithic group and not as the high attention platform it is to reach their target consumer. Now, a media planner, brand manager or programmatic buyer can type “parents of young children, ‘ ‘luxury shoppers,’ or ‘Halloween candy buyers’ into the In-Game Audience Map and see exactly where those consumers play and at what scale. It’s now easier than ever to put gaming on the plan the same way you’d put any other channel on the plan.”

“Media buyers are beginning to understand gaming is not an audience. It is the highest-attention media environment in your consumer’s day,” said Shahar Sorek, CMO at Overwolf. “The moment planners can see their own customers inside it quickly, the conversation stops being about gaming and starts being about reach, frequency, attention, and outcomes. That is how gaming will move out of the 10% experiment budget and into the core plan in the years ahead.”