Overwolf Ads & OpenX Prove Gaming Can Deliver CTV-Level Video Performance at Scale
by on 11th Jun 2026 in News
Overwolf Ads, the world-leading ad tech gaming platform reaching over 113 million monthly gamers across hundreds of the world's biggest titles, announced the results of its partnership with OpenX, demonstrating that premium gaming environments can deliver CTV-level video performance at scale. The partnership delivered a 98.2% viewability rate and an 89.2% completion rate across more than 478 million in-game video impressions globally.
As CTV commands a growing share of brand budgets, advertisers face a familiar challenge on how to scale beyond the living room without losing the premium, lean-in attention that made CTV effective in the first place. Buyers want incremental reach in environments where ads are actually seen and audiences are actively engaged, and not just looking for more impressions.
Gaming is uniquely positioned to deliver on that objective. Overwolf gamers are immersed and actively engaged rather than passively watching, often playing 60-90 minutes at a time, with the most engaged players spending 65+ hours per month in these environments.
The partnership pairs Overwolf's supply with OpenX's curation. As the programmatic gateway into the world's largest gaming titles, Overwolf gives OpenX scaled access to deeply engaged audiences that are typically difficult to reach programmatically. OpenX then applies real-time, pre-auction intelligence through OpenXSelect™ to identify and activate the highest-attention inventory across top-tier gaming experiences.
Rather than optimising toward low-cost reach, the strategy optimises for attentive reach, placing video within gameplay moments designed for attention rather than interruption, across rewarded and in-game formats aligned with user intent, and in environments meeting strict viewability and completion benchmarks.
Results across 276 applications and 404 premium gaming placements globally include:
- 98.2% video viewability rate
- 96.1% fulfillment rate
- 89.2% video completion rate across rewarded and in-game video formats
- Video outperforming traditional display by 412%
"Advertisers have been told that scaling video beyond CTV means accepting a drop in quality. These results prove that gaming environments deliver the attention and completion rates buyers expect from the big screen, with reach that's genuinely incremental. Gaming is no longer an emerging channel but a natural, measurable extension of traditional TV buys," commented Uri Marchand, CEO and co-founder of Overwolf.
For more information, visit www.overwolf.com/ads.
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