Frameplay

Overview

Initially founded in Australia before moving to the US, Frameplay specializes in providing intrinsic in-game advertising (IGA) for game titles built on the Unreal and Unity game engines. The platform allows brands and advertisers to place image banners and custom objects within a video game environment. The firm plans to extend this to include video-based in-game ads in the future. The firm also provides managed services and analytics to help advertisers with campaign planning and performance measurement.

Having been built by a team of game developers, Frameplay claims its software developer kit (SDK) has been built with game developers in mind, where speeding up development time while maximizing game performance is a priority.

Key customers and partnerships

After spending years developing its technology, the firm launched its first brand advertising campaign in October 2020. As of May 2022, brands using Frameplay’s solutions include PepsiCo, Microsoft, Disney, and Pizza Hut.

The firm has also partnered with 15+ AdTech firms including ad marketplaces (the Trade Desk, InMobi, Magnite) and performance measurement firms (Oracle Moat, Nielsen) in order to extend the capabilities of its platform. In November 2021, the firm partnered with Kochava, a data enrichment firm to introduce the first-to-market campaign attribution capabilities for mobile games. In May 2023, the firm partnered with Gamestack, a gaming marketing firm, to provide native in-game advertising solutions for the Indian gaming market.

Funding and financials

In December 2021, Frameplay raised USD 8 million in Series A funding led by Hiro Capital. The funding is to be used to extend Frameplay’s solutions to developers, advertisers, and gamers as well as to grow its team to ~70 members by end 2022.