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ArcSpan, the leading AI-powered data monetization and audience intelligence platform, has announced that its ArcSpan AMS technology is the engine behind Gamer Grid. Launched by Overwolf Ads, Gamer Grid is a new gaming audience targeting engine that reaches approximately 113 million monthly PC players across major titles such as Minecraft, League of Legends, and World of Warcraft. By leveraging deterministic, real-time signals, the platform enables brands to move beyond broad demographics to precise, behavior-based audience segmentation.
ArcSpan AMS provides the identity and data infrastructure for Overwolf’s Gamer Grid.
Gamer Grid reaches 113 million monthly gamers across hundreds of top PC titles.
The platform utilizes first-party behavioral and purchase data from millions of in-game events.
ArcSpan’s Identity Spine resolves cross-environment profiles without third-party cookies.
A custom LLM-powered gaming taxonomy segments players by genre, style, and intensity.
Advertisers can activate precise audiences across Overwolf inventory and external channels.
While gaming offers high engagement, identifying and activating these audiences in a privacy-compliant manner has historically been a challenge for advertisers. Gamer Grid resolves this by pairing Overwolf’s massive first-party data asset with ArcSpan’s data management infrastructure. This allows brand partners to distinguish between different types of gamers with high precision.
"ArcSpan's identity infrastructure is what helped us turn Gamer Grid's behavioural and purchase signals into truly actionable audiences," said Pin-Ju Chiang, Director of Ad Platform at Overwolf. "For the first time, brands can reach gamers based on exactly what they're playing, how they're playing, and who they are – with precision and compliance that the market demands."
ArcSpan’s role in Gamer Grid is focused on three critical pillars of modern programmatic activation:
Identity Resolution: The ArcSpan Identity Spine unifies in-game behavior and device-level data, ensuring consistent user reach across different environments without relying on cookies.
AI-Driven Classification: Using a custom LLM-powered taxonomy, the platform segments gamers into detailed personas based on play style and engagement intensity.
Campaign Insights: The system connects pre-campaign planning with post-campaign outcomes, providing advertisers with a clear view of business performance.
The partnership brings a rare scale of first-party data to the programmatic market. James Dempsey, VP International at ArcSpan, noted that the infrastructure is "built for how programmatic actually works today," allowing for addressable, scalable revenue generation from gaming signals. Gamer Grid is currently available through Overwolf’s advertising platform for brands and media agencies.
About Overwolf Ads
Overwolf is a world-leading gaming platform empowering brands and advertisers to reach over 113 million monthly gamers across hundreds of the world's biggest titles and premium gaming websites. Ranked by Comscore as the #2 Biggest US Gaming Property, winner of ADWEEK's Top Ad Tech Company, Overwolf is trusted by global brands and agencies such as Universal Pictures, P&G, Lancome, AMD, Monster Energy, Nissan, KFC, WPP, Dentsu, Havas, The Trade Desk and more.
About ArcSpan Technologies
Built for modern programmatic activation, ArcSpan is the AI-powered first-party data and audience monetization platform supporting the world's leading publishers. ArcSpan AMS, the Audience Monetization System, unifies behavioural signal engineering, contextual taxonomies, identity resolution, and downstream activation in a single AI-native platform, helping publishers and platforms convert first-party data into scalable revenue.
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