Overwolf vs Xsolla

IAB PlayFronts 2026: Gaming Advertising at an Inflection Point

The 2026 IAB PlayFronts event, held on September 17th, 2026, showcased the growing maturity and investment potential of gaming as an advertising channel. Key themes included the shift from experimental to investable, the unique cross-platform attention ecosystem, the importance of player-first creative, and the ability to drive the full marketing funnel. With 212.3 million US gamers, platforms highlighted programmatic inventory, rewarded video, and third-party measurement. The industry's main hurdle is systemic - educating brands and agencies on gaming's nuances - not consumer adoption.

• The IAB PlayFronts event took place on September 17, 2026.
• 212.3 million Americans play games regularly, with 67% of 5-90-year-olds playing at least an hour per week.
• Presenters highlighted LIVAD's virtual product placements, Overwolf's In-Game Audience Discovery Map, and Zynga's Ads+ 'Game Path Optimization'.

Overwolf Ads Launches the In-Game Audience Map

This week, exclusive on Variety and unveiled live at IAB PlayFronts 2026, Overwolf Ads launched the In-Game Audience Map: a free tool that shows brands exactly where their audience is playing, across 5,000+ of the world's biggest games.

Gaming Platforms Seek Omnichannel Integration at IAB PlayFronts

At the fifth annual IAB PlayFronts, gaming platforms showcased efforts to align with standard omnichannel buying while emphasizing unique gaming attributes. IAB CEO David Cohen urged resisting adaptation of old models, yet many platforms, including Overwolf, Zynga, and IGN, introduced tools and networks that mirror traditional media channels. Overwolf launched an In-Game Audience Map for media planning across 5,000 game titles. Zynga Ads+ extends its publisher network to third-party apps. IGN partnered with AI platform Firsthand for interactive display ads for AMD. The industry highlights a significant mismatch between gaming's audience and ad spend, with gaming attracting only 2.4% of media spend despite 67% of Americans gaming weekly. Experts advocate for treating gaming as a distinct channel with unique value, as demonstrated by Sam's Club's rewarded video campaign on Roblox, which drove store sales.

• IAB PlayFronts 2026 highlighted gaming's push for omnichannel integration.
• Overwolf launched an In-Game Audience Map for targeting across 5,000 game titles.
• Zynga introduced Zynga Ads+, a third-party publisher network for mobile apps.

3AM Experiences' Roblox Games Surpass 1 Billion Plays

3AM Experiences, a game studio founded in 2015, announced that its games on Roblox have surpassed 1 billion total plays. The milestone was shared on May 1st, 2026, and credited to years of development and community support. The company, co-founded by Mistik and Nation, focuses on instant-play multiplayer and UGC experiences across web, mobile, and Roblox. Its portfolio includes titles like Diep.io and Mope.io, which were acquired from Addicting Games in 2024. The studio has also collaborated with partners such as CrazyGames, Poki, and Xsolla. 3AM Experiences plans to continue expanding its Roblox content and exploring new ideas.

• 3AM Experiences' Roblox games surpassed 1 billion plays, announced on May 1st, 2026.
• The studio was founded in 2015 by co-founders including Mistik and Nation.
• The company acquired Mope.io and Diep.io in 2024 from Addicting Games.

Xsolla launches Game Biz Institute to teach the business side of games

Xsolla announces the launch of Game Biz Institute, an educational initiative to teach the business side of games. Also announced: Publisher Account now has two tracks for PC game studios, a five-year partnership with the Global Esports Federation, and a Pay by Bank payments integration with Aeropay.

Big Indie Pitch Comes to Montréal on November 10

The Big Indie Pitch (mobile, PC and console edition) will take place on November 10, 2026 in Montréal as part of PG Connects Summit Montréal within MIGS26. Sponsored by Xsolla and run by the Pocket Gamer Connects/Steel Media family, the pitch gives developers five-minute sessions with panels of experts; applications close on October 27, 2026. Top three finalists receive editorial coverage on Steel Media sites (including PocketGamer.biz) and additional promotional prizes. Tickets grant access to PG Connects programming and the wider MIGS conference.

• The Big Indie Pitch (mobile, PC and console edition) will be held on November 10, 2026 in Montréal.
• The event is sponsored by Xsolla.
• The Big Indie Pitch takes place within PG Connects Summit Montréal and MIGS26.