NitroPay
Nitro (formerly NitroPay) is a gaming-focused ad tech platform providing display and video monetization for 290+ publishers across 500+ gaming websites. Acquired by Overwolf in May 2024, it operates as a division of Overwolf.
- Company typePrivate
- Founded2016
- HeadquartersSt Louis, United States
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What NitroPay does
Nitro (formerly NitroPay) is a gaming-focused ad technology platform that provides display and video advertising monetization for website publishers operating in the gaming and entertainment vertical. Founded in 2016 and bootstrapped prior to its 2024 acquisition by Overwolf, the company now operates as a division of the Israeli gaming ecosystem alongside CurseForge and Tebex. Nitro serves 290+ publishers across 500+ gaming websites, processing approximately 6.5 billion monthly ad impressions (8 billion+ annually) and 1 billion+ global pageviews, with the broader Overwolf parent reaching an estimated 45-113 million monthly gamers across its desktop apps, Tebex creator commerce platform, and CurseForge mod distribution.
The platform combines programmatic display advertising via header bidding (integrating with 17+ SSPs including Google Ad Manager, Magnite, OpenX, PubMatic, Xandr, Index Exchange, Sovrn, Sharethrough, PulsePoint, and others), customizable instream/outstream video players, and proprietary ad-block recovery technology that recovers up to 40% of blocked traffic while adhering to Acceptable Ads and Better Ads standards. Supporting products include NitroDex, a daily/monthly revenue index for publishers, and a customizable report builder. Ad formats span Sticky Stack, Anchor, and Sticky Side Rail units designed for high viewability. The technology stack supports a comprehensive cookieless identity framework spanning deterministic solutions (The Trade Desk UID 2.0, LiveRamp RampID) and probabilistic solutions (Lotame Panorama ID, ID5, 33Across, Audigent Hadron ID), and includes a built-in IAB Europe TCF v2.0-certified consent management platform for GDPR and CCPA compliance.
Nitro operates on a transaction-based take rate from publisher ad revenue plus revenue from direct brand partnerships sold by an in-house global brand partnerships team. The signature commercial differentiator is Net 7 publisher payments, materially faster than the industry standard of Net 30 to Net 60, paired with same-day customer support and a stated 25%+ ad-loading speed advantage versus competitors. Distribution combines self-serve signup via the publisher panel with sales-led outreach for mid-market and enterprise publishers, supplemented by community-driven acquisition within the gaming creator ecosystem and channel partnerships through the Overwolf parent. Named customers span indie gaming publishers (Trainwreck Labs, Moxfield, PvPoke, Maxroll.gg, VLR.gg, TFT Academy, Rolimons.com, Diablo.Trade) and larger anchors (Liquipedia, Tracker Network), suggesting a long-tail revenue base with selectively large publishers.
NitroPay firmographics
Firmographics- Name
- NitroPay
- Legal name
- Overwolf Ltd. d/b/a Nitro
- Website
- https://nitropay.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Nitro (formerly NitroPay) is a gaming-focused ad tech platform providing display and video monetization for 290+ publishers across 500+ gaming websites. Acquired by Overwolf in May 2024, it operates as a division of Overwolf.
- Ownership category
- akta.pro rank
NitroPay industry classification
Industry- Product category
- Digital Ad Tech / Publisher Monetization
- NAICS
- Advertising Agencies (541810), Media Buying Agencies (541830), Software Publishers (5132)
- SIC
- Services-Advertising (7310)
- akta.pro primary industry
- Creator & Streamer Platforms (Live & VOD for Game Content) (MPAFAEAA)
Keywords
Where NitroPay is headquartered
LocationHeadquarters
- HQ city
- St Louis
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
NitroPay business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Infrastructure, Marketing or Sales, Operations
Revenue model
- Publisher Ad Revenue Share: Nitro monetizes gaming websites by serving display and video ads through its platform, taking a commission/transaction fee from the ad revenue generated. Publishers receive payments on a Net 7 schedule after the close of each month.
- Direct Brand Partnerships: Nitro's dedicated global brand partnerships team sells direct advertising, creating additional revenue opportunities for publishers through direct sale opportunities with top-tier companies.
- Premium/Featured Placements: Nitro offers additional revenue options including premium formats, tie-ins with app sold inventory, and various ad placements that publishers can access as they scale.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Monthly | Custom pricing based on traffic volume and site requirements |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels7 records
NitroPay product offering
Product offeringCore offering
Nitro (formerly NitroPay) operates an ad technology platform that enables gaming and entertainment website publishers to monetize their sites through programmatic display and video advertising. The platform combines header bidding optimization, customizable video player, ad-block recovery technology, transparent reporting (NitroDex and Report Builder), and high-viewability ad formats. It serves 290+ publishers across 500+ gaming websites, processing 6.5 billion monthly ad impressions, and pays publishers on a Net 7 schedule with same-day customer support.
Product overview
Nitro (formerly NitroPay) is a gaming-focused ad tech platform for display and video advertising. The platform consists of core monetization products including display ads (with header bidding), video player (instream/outstream), and ad-block recovery. Supporting tools include NitroDex for revenue analytics and a customizable report builder. Ad formats include Sticky Stack, Anchor, and Sticky Side Rail. The platform serves 290+ publishers with 500+ gaming websites, processing 6.5 billion monthly ad impressions, with Net 7 payout terms and same-day support as key differentiators. The platform integrates with 17+ SSPs/exchanges and multiple identity solutions for audience targeting.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- 25%+ faster ad load time compared to industry standard
- +5 more outcomes
Companies that use NitroPay
Customer profileNamed customers14 records
Segments3 records
Ideal customer profiles2 records
NitroPay technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration27 records
Feature10 records
NitroPay partnerships and signals
Strategic signalPartnerships
26 partnerships are on record, tiered flagship and core.
- Tracker NetworkflagshipTracker Network, the world's leading competitive gaming stats and performance tracking ecosystem, joined Nitro as a fully integrated premium publishing partner. Operates flagship properties including multiple gaming sites and desktop apps.
- The Trade DeskflagshipNitro joined The Trade Desk's OpenPath integration, enabling advertisers to have direct access to Overwolf's advertising inventory. This integration gives advertisers a direct connection to Nitro's gaming publisher inventory.
- OverwolfcoreOverwolf acquired NitroPay (now Nitro) in May 2024. Nitro operates as a division of Overwolf alongside CurseForge and Tebex. The acquisition combined Nitro's website monetization expertise with Overwolf's in-game advertising platform, creating one of the largest gaming ad tech destinations. Overwolf brings 45M monthly gamers, 165K creators, and $201M paid to creators in 2023.
- Google Ad ManagercoreIntegration partner for programmatic ad serving and exchange bidding
- Xandr (Microsoft)coreSSP/ad exchange partner for demand aggregation
- MagnitecoreSSP partner for programmatic advertising
- OpenXcoreAd exchange partner for programmatic demand
- PubMaticcoreSSP partner for programmatic advertising
- Index ExchangecoreSSP partner for programmatic advertising
- SovrncoreSSP/ad tech partner for programmatic demand
- YahoocoreAd tech partner for demand aggregation
- SharethroughcoreSSP partner for programmatic advertising
- CriteocoreRetargeting and programmatic advertising partner
- BlockthroughcoreAd block recovery technology partner
- SonobicoreProgrammatic advertising technology partner
- UnrulycoreVideo advertising platform partner
- 152mediacoreAd tech partner for demand aggregation
- PulsePointcoreSSP partner for programmatic advertising
- ConversantcoreProgrammatic advertising partner
- MedianetcoreSSP partner for programmatic advertising
- The Trade Desk (UID 2.0)coreDeterministic ID solution partner for cookieless targeting - Unified ID 2.0 integration
- LiveRamp (RampID)coreDeterministic ID solution partner - RampID for cookieless identity resolution
- Lotame (Panorama ID)coreProbabilistic ID solution partner - Panorama ID for cookieless targeting
- ID5coreProbabilistic ID solution partner for cookieless audience identification
- 33AcrosscoreProbabilistic ID solution partner for cookieless targeting
- Audigent (Hadron ID)coreHybrid ID solution partner - Hadron ID combining deterministic and probabilistic approaches
Scale indicators11 records
Recent moves6 records
Expansion highlights6 records
NitroPay competitors and assessment
Company assessmentMarket position
Weaknesses4 records
Competitive moat6 records
Key risks5 records
Key highlights7 records
Customer concentration
NitroPay social profiles
Digital presenceNitroPay compliance and trust
Trust signalCompliance3 records
NitroPay financial estimates
Financial estimateRevenue estimate
Valuation estimate
NitroPay leadership team
Management profileNumber of profiles
Profiles4 records
NitroPay funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
NitroPay M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about NitroPay
What does NitroPay do?
Nitro (formerly NitroPay) operates an ad technology platform that enables gaming and entertainment website publishers to monetize their sites through programmatic display and video advertising. The platform combines header bidding optimization, customizable video player, ad-block recovery technology, transparent reporting (NitroDex and Report Builder), and high-viewability ad formats. It serves 290+ publishers across 500+ gaming websites, processing 6.5 billion monthly ad impressions, and pays publishers on a Net 7 schedule with same-day customer support.
Is NitroPay a public or private company?
NitroPay is a private company. It is classified as corporate owned and is currently operating.
When was NitroPay founded?
NitroPay was founded in 2016. It employs 1 to 10 people.
Where is NitroPay based?
NitroPay is headquartered in St Louis, United States, in the North America region.
How does NitroPay make money?
Three revenue lines are on record. Publisher Ad Revenue Share is the primary driver. The others are direct Brand Partnerships and premium/Featured Placements.
Does NitroPay have an API?
No public API is recorded for NitroPay.
What industry is NitroPay in?
NitroPay's product category is Digital Ad Tech / Publisher Monetization. Its primary akta.pro industry code is MPAFAEAA, Creator & Streamer Platforms (Live & VOD for Game Content). Its NAICS code is 541810 and its SIC code is 7310.