Overwolf Ads at MAD//Fest London 2026

The Overwolf Ads team participated in the 2026 MAD//Fest London, an industry event that convened 16,000 marketers, brand leaders, and agency decision-makers. The primary purpose of the team's attendance was to advocate for the strategic importance of gaming environments in modern media planning and to engage with potential partners through the event’s structured brand-matching program and direct outreach.

A central thesis presented by the team is that gaming is a critical platform for advertisers because it captures high levels of audience attention and recall. By positioning gaming as an environment where users have actively chosen to spend their time, the company argues that brands can achieve superior campaign performance compared to traditional media channels. Supporting this, the company highlighted its role in the creator economy, noting that it paid out over $300 million to creators in 2025.

During the three-day event, the team conducted over 80 individual conversations with brand and agency representatives to discuss the efficacy of gaming-based advertising. The session featured insights from brand-side partners, such as giffgaff, which emphasized the necessity of allocating dedicated budgets for testing and innovation to avoid media obsolescence. Overwolf, which claims a reach of over 113 million monthly users across hundreds of gaming titles, continues to position itself as a key partner for global brands seeking to integrate into the gaming ecosystem.