Overwolf acquires NitroPay in 8-figure deal to boost ad tech offering
Gaming add-on management platform and UGC content marketplace Overwolf has acquired gaming ad tech provider NitroPay in an 8-figure deal.
With this acquisition, Overwolf Ads will more than double its reach to over 100 million unique gamers monthly. In September 2023, Overwolf was already the ninth ranked U.S. game publisher by Comscore without NitroPay’s traffic.
“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 revolutionizing gaming ad tech,” said Uri Marchand, CEO at Overwolf.
Overwolf’s Ad Tech play
Currently, NitroPay helps website publishers maximize revenue from ads with comprehensive monetization tools. These include simultaneous bidding for display ads, a customizable video player and premium membership management for ad-free browsing. Today, over 500 websites use NitroPay, including gaming favorites like Maxroll.gg, Liquipedia.net and VLR.gg.
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“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,” said Cody Bye, managing director of Nitro.
As a part of its acquisition, Overwolf will rebrand NitroPay to Nitro. Similar to CurseForge and Tebex, Nitro will operate as a division of the company. Together, the companies are disrupting industry standard net-60 payments to net-7 payments thanks to Overwolf’s infrastructure.
“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,” said Marchand.
