Overwolf Acquires NitroPay, Becoming Leading Ad Tech Platform Globally for Gamers
by on 8th May 2024 in News
Overwolf, the all-in-one platform that enables creators to build, share, and monetise in-game apps, mods, and private servers, today (8th May, 2024) announced the acquisition of NitroPay, a gaming ad tech company that helps website publishers monetise their site traffic and maximise ad revenue. With the 8-figure acquisition, Overwolf Ads expands to over 100M unique monthly gamers in reach, more than doubling its audience.
Prior to the acquisition, Overwolf was already ranked by Comscore as a Top 10 US Game Publisher, with its unique proprietary ad tech solution allowing advertisers to reach over 45 million monthly gamers across premium game titles like Minecraft, Fortnite and League of Legends. Overwolf’s clients include global brands and media agencies P&G, Pringles, KFC, Intel, Nissan, Monster Energy, Dentsu, WPP, Havas and more, generating brand uplift with hard-to-reach gamers globally.
NitroPay offers website publishers a comprehensive monetisation solution, including simultaneous bidding for display ads, a customisable video player for instream/outstream ads, and the ability to offer premium memberships for ad-free browsing. Hundreds of premium publishers use NitroPay's industry-leading ad technology and data tools, which outperformed other solutions in the market. NitroPay serves over 500 premium websites including notable gaming sites Maxroll.gg, Liquipedia.net and VLR.gg.
As part of the acquisition, NitroPay will rebrand to Nitro, and operate as a division of Overwolf alongside CurseForge (acquired from Twitch in June 2022) and Tebex (acquired for USD$29m/£23.22m in March 2022). Nitro’s offering to publishers will be enhanced by Overwolf’s technology and infrastructure by moving to net-7 payments to publishers (an unprecedented move within the industry where the standard is net-60), same-day support, and the fastest ad-load time.
“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. With the acquisition of Nitro, Overwolf is not just expanding its reach; we're enhancing our commitment to revolutionising gaming ad tech. Offering publishers unparalleled opportunities for monetisation, 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,” commented Overwolf CEO, Uri Marchand.
"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. By merging our expansive network of website publishers with Overwolf’s desktop apps, we are creating an unparalleled powerhouse platform where advertisers can now reach one of the largest engaged gaming audiences in a simple and effective way to meet their goals,” commented Cody Bye, Managing Director of Nitro.
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