• GumGum, an AdTech firm specializing in providing a contextual analysis intelligence platform, announced a partnership with Frameplay, an in-game advertising (IGA) solution built on the Unreal and Unity game engines, to launch a new contextually-relevant IntrinsicIGA solution.

• The partnership, which will result in GumGum’s ad products being integrated with Frameplay’s software developer kit (SDK), will enable advertisers to activate interactive and cinematic ads on Frameplay’s platform in order to reach video gaming audiences. 

• The new functionality will initially be offered to GumGum users on a limited basis and the firm plans to expand the offering later in the year. 

<ul><li> Analyst QuickTake: This latest partnership is in line with GumGum’s strategy where it has aggressively been growing its presence in fast-growing marketing channels via partnerships and integrations. A case in point is the recent partnerships in the connected TV space. These include a partnership with Invincible Entertainment (streaming service provider) and integration with Xandr (demand-side ad platform), which further expands the multichannel capabilities of GumGum’s solutions.</ul>