Leading guild for in-game creators Overwolf announced Wednesday its acquisition of prominent gaming ad tech company NitroPay, now rebranded as Nitro.
The Overwolf platform supports 1,500 games, 178,000 creators, and 45 million monthly active users, while Nitro’s portfolio is composed of more than 300 publishers managing over 500 gaming sites.
Overwolf's clients include big brands and agencies like P&G, Pringles, KFC, Intel, Nissan, Monster Energy, Dentsu, WPP, and Havas.
Nitro brings to Overwolf the following features:
- Same-day support
- Net-7 Payouts
- Lightning-fast ad loading
The acquisition, reportedly valued at an eight-figure amount, marks a significant milestone for Overwolf, as it aims to enhance its advertising and monetization capabilities, as well as expand its services for gamers worldwide.
You can watch our interview with Overwolf CMO Shahar Sorek as he talks about how the platform is continuing to change gamers' negative views about ads.
According to Overwolf CEO Uri Marchand, the move to augment its ad offerings is in preparation for a future where gaming will take a larger advertising market share.
“Advertising in games is set to explode, with projections indicating that by 2027 ad spend in games and social networks will make up approximately 70% of total advertising expenditure,” Marchand said in a press release.
“Nitro’s integration into the Overwolf pack is a statement for the entire ad tech industry. Being able to offer publishers Net 7 payouts, alongside the fastest ad-loading time and customer support, speaks for itself,” Cody Bye, managing director at Nitro, added.
Overwolf Empowers Creators
Absorbing Nitro aligns with Overwolf's mission to unite the in-game creator community and empower them to earn a living through their passion.
Nitro's expertise in gaming ad tech complements Overwolf's existing offerings, allowing the combined entity to provide more comprehensive solutions for game studios and creators to effectively monetize their content.
“Offering publishers unparalleled opportunities for monetization, specifically net-7 payouts, while setting a new standard for speed and support in the industry is a game-changer we’re immensely proud of,” the CEO shared.
Combining Overwolf and Nitro’s traffic is also expected to double the platform’s reach to over 100 million unique gamers monthly, making it even more attractive to advertisers.
