Overwolf Ads, a world-leading ad tech gaming platform empowering brands and advertisers to reach over 113 million monthly gamers across hundreds of the world’s biggest video game titles, announced that Eyal Betzalel, veteran ad tech entrepreneur and co-founder and former co-CEO of Primis, has joined the company as chief operating officer (COO). 

In his new role, Betzalel will lead Overwolf Ads’ media and programmatic expansion, scaling the business beyond its current closed ecosystem of premium in-game video and display ads, custom gameplay-driven activations, and inventory across Overwolf’s desktop in-game app ecosystem and partnered gaming websites, unlocking new growth across the broader digital advertising market with the launch of Scalibur.

Betzalel brings more than a decade of experience scaling global ad tech platforms, having co-founded and led Primis from bootstrap to acquisition by IPG, generating nine figures in annual revenue and serving over 300 million monthly users across hundreds of publishers. 

At Overwolf Ads, Betzalel will focus on operational scale with the launch of Scalibur, a new programmatic product expected to debut in Q1 2026. With Scalibur, Overwolf Ads will identify and reach gamers outside its owned inventory, enabling advertisers to reach gaming audiences even when they are consuming content on major publisher sites across the open web. The product’s pilot programme is already signalling strong traction, delivering an average 20% performance uplift within two months of launch across Overwolf’s 10 major desktop apps.

"Our vision is to build a powerful technological and media-driven arm to break out of Overwolf Ads’ closed ecosystem, expand its reach, and create unrivalled value in the gaming ad tech space," said Eyal Betzalel, COO of Overwolf Ads. "Overwolf has extraordinary assets in gaming. The opportunity now is to connect those assets to the broader programmatic ecosystem in a way that preserves quality, brand safety, and performance while dramatically increasing scale."

Overwolf Ads is the first and only fully turnkey in-game advertising platform, allowing brands to instantly scale across hundreds of premium PC titles through Overwolf Ads' owned-and-operated supply, delivering direct, premium, brand-safe inventory at scale. The company ranks among the top 10 gaming properties in the US and Europe (Comscore) and is one of the first premium gaming properties to join The Trade Desk’s OpenPath and Adelaide’s AU Ecosystem, further strengthening its leadership position in gaming advertising. In 2024, Overwolf Ads doubled in-game ad sales to USD$100m (£73.7m), partnering with leading global brands including Netflix, Coca-Cola, Samsung, P&G, Verizon, Amazon, Universal Pictures, Lancôme, and top media agencies such as PHD, Publicis, Havas, dentsu, Wavemaker, and Mediacom.

"Our mission at Overwolf is to pay out USD$1bn (£737m) to in-game creators by 2030, and unlocking the programmatic open web market is a critical step in how we achieve that goal," commented Uri Marchand, CEO of Overwolf. "With the launch of Scalibur, gaming has a scalable, brand-safe programmatic platform that operates beyond a closed ecosystem for the first time, providing new demand and meaningfully higher earnings for creators."

Overwolf

Overwolf allows advertisers to reach and engage gamers at scale during playtime across the world’s biggest games such as Fortnite, Minecraft, League of Legends and hundreds more. Trusted by global brands and agencies such as P&G, Dr Peppe...

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