A New Kind of Ad
Today we’re announcing Playable Quest Ads — a new ad format that turns the games your audience is already playing into brand engagement opportunities.
Playable Quest Ads aren’t pre-roll videos. They’re not banner overlays. They’re not interstitials. They’re gameplay objectives connected to your brand — distributed to millions of gamers through partner platforms, verified through real game event data.
How It Works
1. Define the Quest
A Playable Quest Ad starts with an objective tied to actual gameplay. Examples:
- “Win 3 matches in Marvel Rivals” → earn a Snapple reward
- “Get 15 headshots in Call of Duty” → enter a Polaris sweepstakes
- “Deal 50,000 damage in League of Legends” → unlock an exclusive drop
The objectives are real gameplay actions in real games — not mini-games, not simulations, not “playable” in the mobile ad sense of a 15-second demo.
2. Distribute Through Partners
Quest Ads are distributed through the Overwolf overlay platform, reaching players directly during gameplay across 65+ supported titles. Distribution can be:
- Broad: All players of a specific game
- Targeted: Players matching specific behavioral or demographic profiles
- Community-based: Distributed through creator hubs and community channels
No media buy is required for organic distribution. Paid amplification is available for scale.
3. Track and Verify
Every quest completion is verified through actual game event data. DevourPlay’s event pipeline processes billions of game events and maps them to quest objectives in real time.
When a player claims they completed a quest, we don’t take their word for it. We have the game data: timestamp, match ID, player actions, outcome. Every engagement is verified.
4. Reward and Retarget
Upon completion, players earn rewards — digital prizes, sweepstakes entries, discount codes, exclusive content. The completion also feeds back into DevourPlay’s participant graph, enabling:
- Retargeting of engaged players for future campaigns
- Lookalike audience building based on completer profiles
- Cross-game expansion for players active in multiple titles
Why This Format Exists
Traditional gaming ads have a fundamental problem: they’re designed for passive consumption, but gaming is an active medium.
| Traditional Ads | Quest Ads |
|---|---|
| Interrupt gameplay | Enhance gameplay |
| Passive viewing | Active participation |
| Seconds of attention | Minutes of engagement |
| Self-reported metrics | Verified completions |
| CPM pricing | CPE pricing |
A pre-roll ad in a gaming context is still a pre-roll ad. A quest is a gameplay experience that happens to have a brand attached.
Pricing: Cost Per Engagement
Playable Quest Ads are priced on a cost-per-engagement (CPE) model. You pay for verified quest completions — not impressions, not clicks, not viewability scores.
This aligns incentives: we’re motivated to create compelling quests that players actually want to complete, because we only get paid when they do.
Creative Requirements
Quest Ads require minimal creative assets from the brand:
- Brand logo and colors (for hub and overlay UI)
- Reward details (what players earn for completing)
- Campaign brief (objectives, target games, audience)
We handle quest design, overlay integration, event tracking, and reward fulfillment. The entire creative process is designed to be as lightweight as possible for brands.
Early Results
We’ve been running Playable Quest Ads in beta with select brands. The results:
- 53.4% signup rate on the Polaris × Call of Duty campaign
- 34% signup rate on the Snapple × Marvel Rivals organic pilot
- Quest completion rates: 40-70% depending on difficulty
- Cost-per-engagement model that outperforms CPM-based formats on ROI
Based on verified results from live campaigns with Polaris and Snapple.
What’s Next
Playable Quest Ads are available now for brands ready to move beyond impressions. We’re actively onboarding campaigns across:
- First-person shooters (Call of Duty, Valorant, CS2)
- MOBAs (League of Legends, Dota 2)
- Hero shooters (Marvel Rivals, Overwatch 2)
- Battle royales (Fortnite, Apex Legends, PUBG)
- And 55+ additional titles
The format is game-agnostic — any title in our supported library can host quest ads. The quests adapt to each game’s mechanics and event types.
For Agencies
Playable Quest Ads are designed to fit into existing media plans:
- Flighting: Campaigns can run for any duration (1 week to always-on)
- Reporting: Real-time dashboards with engagement metrics, completion rates, and participant data
- Billing: CPE-based, reconciled against verified completions
- Integration: API access for programmatic buying and reporting
Ready to run your first Playable Quest Ad campaign? Book a demo and we’ll scope it for your brand.
