Overwolf Joins Adelaide’s AU Ecosystem as a Premium Publisher, Alongside The New York Times & Spotify
by on 5th Jun 2025 in News
Overwolf, the leading in-game advertising platform and creator ecosystem for PC gaming, has been selected to join Adelaide’s new AU Ecosystem, an exclusive group of 40 premium publishers that includes The New York Times, Spotify, and The Wall Street Journal.
This milestone positions Overwolf as one of the first gaming platforms to be recognised on equal footing with the world’s most trusted media brands, reinforcing the growing role of gaming in results-driven attention-based advertising.
In 2023, Adelaide launched AU (Attention Unit), a proprietary metric that quantifies media quality by measuring the likelihood an ad will capture real human attention. As adoption grew across 125+ leading DSPs, SSPs, and publishers, Adelaide introduced the AU Ecosystem, which is a curated marketplace of premium publishers and tools where media buyers can transact directly based on attention, not just reach or impressions. Unlike traditional metrics like viewability, Adelaide’s Attention Unit (AU) measures how likely an ad placement is to capture genuine human attention and influence behaviour, factoring in elements like context, format, and placement.
In 2024, Overwolf outperformed major platforms such as Instagram, TikTok, Facebook, and LinkedIn on Adelaide’s AU Attention Score; in large part due to users’ deep immersion of lean-forward engagement across the world’s most trusted gaming titles. Overwolf’s audience boasts 65+ hours monthly of in-game playtime on PC, offering advertisers premium real-estate on large screens with no competing distractions.
"We’re incredibly proud to join Adelaide’s AU Ecosystem alongside a select group of premium publishers leading the charge in attention-based media. At Overwolf, our mission has always been to connect brands with gamers in lean-forward moments of deep focus and immersion — when attention is at its peak. Adelaide’s AU measurement validates what we’ve long known: Overwolf’s 100m+ monthly gaming users are among the most highly engaged audiences in digital media," commented Elazar Heim, VP revenue, Overwolf
Overwolf ad units average 90% viewability and 85% video completion rates, driven by powerful first-party data targeting, including game played, game genre, ISP, zip code, hardware and real-time in-game contextual ad relevance.
As attention quality becomes the new standard in media planning, Overwolf’s inclusion in the AU ecosystem offers brands a direct line to deeper transparency, relevance and high-impact engagement that converts to bottom-funnel results.
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