Overwolf vs Paradox Interactive

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.

Overwolf Ads Launches In-Game Audience Map

Overwolf Ads, a gaming media platform, announced the launch of its In-Game Audience Map at IAB PlayFronts 2026. The tool allows advertisers to identify where their target audiences play across over 5,000 game titles, including Fortnite and Roblox, and assess potential reach. Powered by Overwolf's first-party data platform, Gamer Grid, the tool uses deterministic signals from real-time gameplay behavior, hardware, and content consumption. Advertisers can input audience demographics from existing media briefs and view mapped gaming environments. The product is now live in eight markets, including the US, UK, Germany, and France. Overwolf reported a 32% year-on-year increase in direct brand deals, with returning advertisers including McDonald's, Samsung, and Amazon.

• Overwolf Ads launched In-Game Audience Map at IAB PlayFronts 2026.
• The tool maps target audiences across more than 5,000 game titles.
• It is powered by Overwolf's first-party data platform, Gamer Grid.

Gamescom 2026: Meet the Overwolf Pack in Cologne

Gamescom is the world's largest gaming event, and every August it becomes the place where the industry's most important conversations happen. Studios, developers, brands, and platforms converge on Cologne to figure out what gaming looks like next. This year, the Overwolf pack will be there in

Colossal Order CEO Discusses Paradox Split and New PC Simulation Game

Mariina Hallikainen, CEO of Colossal Order, discusses the studio's recent split from Paradox Interactive after 15 years and four games, including Cities: Skylines. The decision was driven by a desire to pursue new creative directions rather than continue the franchise for another decade. Colossal Order now has sufficient funding to self-publish, but remains open to partnerships based on collaboration and trust. The studio, known for simulation games, is developing a new PC simulation title, leveraging its 17 years of experience. Hallikainen also touches on challenges of hiring in Tampere, Finland, and offers advice to the Nordic games industry about targeting specific audiences.

• Colossal Order and Paradox Interactive parted ways in November 2025.
• Cities: Skylines II development moved to Paradox-owned Iceflake Studios in early 2026.
• Colossal Order can now fund its own development without publisher support.