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Frameplay

Marketing Automation
Product stageSegments
Early
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AdTech
?

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.

Marketing Automation

Marketing Automation

Key stats
Featured companies
156
Total funding (USD)
17.9 Bn
Total addressable market (USD)
337.0 Bn
Key competitors
 
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Company profile
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EDGE Insights

Anzu.io teardown: leveling up video game advertising

Recent Updates

Geographic expansion
Partnerships
May 16, 2023
Frameplay and Gamestack partner to offer intrinsic in-game advertising in India
Marketing Automation
Geographic expansion
Partnerships
Nov 15, 2022
Bidstack partners with TotallyAwesome to bring its IGA solution to the APAC youth
Marketing Automation
Geographic expansion
Product updates
Nov 7, 2022
Bidstack becomes a Unity-verified solution, enabling its IGA solutions to reach a global audience
Marketing Automation
Management news
Oct 13, 2022
Bidstack hires new COO to drive US expansion
Marketing Automation
Partnerships
Product updates
Jun 14, 2022
GumGum and Frameplay join for contextual in-game advertising
Marketing Automation

Company Brief


HQ location:
500 Montgomery St San Francisco CA USA
Founded year:
2018
Employees:
51-100
Total Funding:
USD 8.0 million

Funding


Investors


No investor data is available

Funding data are powered by Crunchbase
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