--- title: How PlayWorks Boosted CTV Revenue With EX.CO’s ML-Driven Yield Engine description: PlayWorks boosted CTV revenue by 33% with EX.CO’s ML-driven yield engine, achieving smarter, seamless monetization at scale. image: https://blog.ex.co/hubfs/2025%20Blog%20Images/EXCO_PlayWorks_BlogImages_BlogHeader_09172025_V2.jpg --- [![EX.CO](https://ex.co/wp-content/themes/tg/assets/images/general/logo-dark.svg "EX.CO Home")](https://ex.co)[Blog](https://blog.ex.co/)Press Release [Get in touch](https://ex.co/contact/) - [Login](https://login.ex.co/login) - [Contact Sales](https://ex.co/contact/) - My Platform - Technology - [OVP](https://ex.co/ovp/) - [Monetization](https://ex.co/monetization/) - [CMS](https://ex.co/cms/) - [Player](https://ex.co/player/) - [Vertical](https://ex.co/vertical-player/) - Solutions - [Publishers](https://ex.co/publishers/) - [CTV/DOOH](https://ex.co/ad-server/) - [Sales Houses](https://ex.co/ad-partners/) - [Advertisers](https://ex.co/advertisers/) - Resources - [Case Studies](https://ex.co/case-study/) - [Blog](https://blog.ex.co/) - [Help Center](https://support.ex.co/) - [Industry Guides](https://ex.co/guides/) - [Glossary](https://content.ex.co/glossary) - [Get in touch](https://ex.co/contact/) - [Contact Sales](https://ex.co/contact/) - Company - [About us](https://ex.co/about/) - [Leadership](https://ex.co/leadership-team/) - [Careers](https://ex.co/careers/) - [Press Room](https://ex.co/about/news/) # How PlayWorks Boosted CTV Revenue With EX.CO’s ML-Driven Yield Engine October 09, 2025 - by [Tammy Blythe Goodman](https://blog.ex.co/author/tammy-blythe-goodman) ![](https://blog.ex.co/hubfs/2025%20Blog%20Images/EXCO_PlayWorks_BlogImages_BlogHeader_09172025_V2.jpg) If you’ve ever launched a game on your smart TV or streamed an [AVOD](https://content.ex.co/glossary#avod) channel, chances are you’ve seen PlayWorks in action. With more than 400 AVOD gaming apps and 24/7 linear channels across platforms like Roku, Samsung, LG, Comcast, Vizio, and SKY, PlayWorks delivers fun, interactive experiences to millions of living rooms worldwide. As a pioneer in [connected TV](https://content.ex.co/glossary#ctv) ([CTV](https://content.ex.co/glossary#ctv)) with a global footprint, PlayWorks has tremendous [reach](https://content.ex.co/glossary#reach), but that scale also makes [monetization](https://ex.co/monetization/) tricky. How can they boost revenue without adding operational headaches or disrupting the player experience? ## **The challenge: growing revenue without increasing complexity** [CTV](https://content.ex.co/glossary#ctv) [monetization](https://content.ex.co/glossary#monetization) is inherently complex. Every endpoint, device, and ad format adds another variable, and ads themselves come from multiple partners and platforms, each with their own set of rules. For PlayWorks, manual [optimization](https://content.ex.co/glossary#optimization) simply wasn’t realistic. Because of its large network, adjusting each placement and demand path by hand would have been prohibitively time-consuming.  At the same time, user experience couldn’t be compromised. PlayWorks’ audience expects gameplay and streaming to run without a hitch, and any adjustments to ads that disrupted that flow risked frustrating players and lowering engagement. In short, PlayWorks needed a solution that could increase revenue intelligently, scale automatically, and operate seamlessly in the background. ## **Unlocking [CTV](https://content.ex.co/glossary#ctv) revenue with EX.CO’s [ML](https://content.ex.co/glossary#ml)-driven yield engine** That’s where EX.CO came in. Our purpose-built, [ML-driven yield engine](https://ex.co/ad-server/) was designed to handle the scale and complexity of [CTV](https://content.ex.co/glossary#ctv)—making it an ideal fit for a global player like PlayWorks. And with no need to rework their app infrastructure, PlayWorks was able to get [EX.CO’s yield server](https://blog.ex.co/pr/ex.co-expands-video-ad-server-capabilities-to-upgrade-programmatic-auctions-for-ctv-and-dooh?_gl=1*m26mk8*_gcl_aw*R0NMLjE3NTgwNDkyNjAuQ2p3S0NBand0NTJtQmhCNUVpd0EwNVlLbzN2Qm4zTy1raGRNblRjVGM0eS04YjhnaEs2OW5SUDhBTTM1aUw2eHNyNS1PZVotTC13Qm1Sb0NCUzRRQXZEX0J3RQ..*_gcl_au*NjA5NDM0NDk1LjE3NTM5MDA2OTcuMTAyMzIzOTMwOS4xNzU4NTU5MzcwLjE3NTg1NTkzNjk.*_ga*MzIxMDc2ODYwLjE3MzkyOTcwODc.*_ga_G5QK7B6Y94*czE3NTk4NjU4NDYkbzc2JGcxJHQxNzU5ODY3MTU3JGo2MCRsMCRoMA..) up and running quickly and smoothly. Immediately after implementation, EX.CO’s yield engine began optimizing ad placements and demand paths in real time. By leveraging [large language models](https://content.ex.co/glossary#llm) ([LLMs](https://content.ex.co/glossary#llm)) and live performance data, it continuously refined operations across PlayWorks’ entire network. Instead of static rules or manual adjustments, the system learned and improved every millisecond—delivering smarter [monetization](https://content.ex.co/glossary#monetization) with immediate results. Within just one month of activating EX.CO’s yield engine, PlayWorks saw a 33% increase in [CTV](https://content.ex.co/glossary#ctv) ad revenue. This boost didn’t require launching new apps, building additional features, or adding staff—it came entirely from automated [monetization](https://content.ex.co/glossary#monetization) technology working quietly behind the scenes. For PlayWorks, the outcome proved that efficiency and growth don’t have to be at odds: it’s possible to deliver a seamless, engaging experience for players while boosting revenue at the same time. ## **Why smarter [monetization](https://content.ex.co/glossary#monetization) matters** [CTV](https://content.ex.co/glossary#ctv) is one of the fastest-growing advertising environments in the world, but its strength—hundreds of devices, apps, and content experiences—makes automated (and efficient) [monetization](https://content.ex.co/glossary#monetization) highly challenging. [Media owners](https://ex.co/ad-server/) stand to lose significant revenue if ad strategies aren’t [optimized](https://content.ex.co/glossary#optimization), and poorly executed placements can frustrate viewers or interrupt their experience. EX.CO’s [ML](https://content.ex.co/glossary#ml)-driven yield engine addresses both challenges simultaneously. By automatically deciding where ads go and constantly adjusting to what’s performing best, it drives more earnings without adding operational overhead or interfering with the gameplay experience. For media owners like PlayWorks, that means scaling globally while keeping gamers happy—turning smarter [monetization](https://content.ex.co/glossary#monetization) into a [win](https://content.ex.co/glossary#win)-[win](https://content.ex.co/glossary#win) for both revenue and the audience. *Want to learn more? Read the full case study by clicking the button below.* *[![Read full case study](https://no-cache.hubspot.com/cta/default/6184888/3a510592-20e6-4b72-866a-1d52116e5089.png)](https://cta-redirect.hubspot.com/cta/redirect/6184888/3a510592-20e6-4b72-866a-1d52116e5089)* ### Speak to an expert ## Recent posts ## About Tammy Blythe Goodman Tammy Blythe Goodman is VP, Brand Marketing & Communications at EX.CO. Prior to joining EX․CO in 2022, Tammy managed global communications at Taboola, Innovid, and SpotX, respectively. She has an MFA in Film from Columbia University and a BA in Communications and Literature from American University. Tammy lives in New York City and is a proud rescue dog owner and passionate pluviophile. [More posts by Tammy Blythe Goodman](https://blog.ex.co/author/tammy-blythe-goodman) ## Topics [CTV](https://blog.ex.co/tag/ctv), [CTV Advertising](https://blog.ex.co/tag/ctv-advertising), [ad server](https://blog.ex.co/tag/ad-server), ## Sign up to our newsletter [Back to Blog Home](https://blog.ex.co/) [![logo](https://blog.ex.co/hubfs/images/logos/exco/EXCO_Logo_Color_200w.png)](https://ex.co) [![LinkedIn](https://ex.co/wp-content/themes/tg/assets/images/parts/footer/icon-linkedin.svg)](https://www.linkedin.com/company/excoplatform) [![X](https://ex.co/wp-content/themes/tg/assets/images/parts/footer/icon-twitter-x.svg)](https://twitter.com/excoplatform) [![YouTube](https://ex.co/wp-content/themes/tg/assets/images/parts/footer/icon-youtube.svg)](https://www.youtube.com/channel/UCc99IT0x9Za1uQ_r8b1PwXQ?view_as=subscriber) Platform - [OVP](https://ex.co/ovp/) - [Ad Server](https://ex.co/ad-server/) - [Monetization](https://ex.co/monetization/) - [Content](https://ex.co/content/) - [Player](https://ex.co/player/) - [Vertical](https://ex.co/vertical-player/) Solutions - [Publishers](https://ex.co/publishers/) - [Advertisers](https://ex.co/advertisers/) - [Sales Houses](https://ex.co/ad-partners/) - [CTV/DOOH](https://ex.co/ad-server/) Resources - [Case Studies](https://ex.co/case-study/) - [Blog](https://blog.ex.co/) - [Help Center](https://support.ex.co/) - [Industry Guides](https://ex.co/guides/) - [Glossary](https://content.ex.co/glossary) Company - [Contact](https://ex.co/contact/) - [About us](https://ex.co/about/) - [Press Room](https://ex.co/about/news/) - [Careers](https://ex.co/careers/) - [Events](https://ex.co/events/) Sign up to our newsletter ![Google Certified Publishing Partner](https://ex.co/wp-content/uploads/2024/09/logo-google.svg) ![ISO/IEC 27001-2002 Certified Company. 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