We are Frameplay

Pioneering innovation in the video game advertising industry

We’re on a quest

Frameplay was founded to create immersive, memorable connections between advertisers and people who play games, while also providing studios with an incremental monetization method that aligns with their creative vision.

Synergistic in every way

Trusted by studios, celebrated by advertisers

Advertisers and game studios love intrinsic in-game advertising for its ability to positively resonate with people who play games, while enhancing realism and preserving the integrity of the gaming experience.

By leveraging intrinsic in-game advertising, advertisers can effectively engage with audiences while they’re in an active state of attention, while game studios benefit from additional revenue streams that don’t disrupt or break their game.

Our mission

Inspire and contribute to creating environments in which brands can make lasting connections with customers while enhancing consumer experiences and game creators' work.

Our story

It all started with a can that suddenly disappeared.

In 2018 while playing PUBG, our founders noticed an energy drink that appeared just as it would in the real world. When a new game patch was released the can was anonymized. What immediately registered was the enormous missed opportunity for the brand, as well a less realistic experience for the game developer and player. This was the ah-ha moment, and the inspiration for what would ultimately become Frameplay.

Today, Frameplay is an award-winning marketing technology provider headquartered in San Francisco, California with worldwide offices supporting the advertising and video game industries. We enable brands, agencies, and platforms to place advertising intrinsically within highly-attentive video game environments without disrupting game quality or player experience. The result is proven, high-impact opportunities for advertisers, revenue for developers, and an enjoyable, uninterrupted experience for people who play games.

2018 -

Frameplay is created after being inspired by a missed opportunity for an energy drink to reach people who play games

Proof of concept and seed funding

Initial hires and HQ moved to San Francisco

2019 -

Frameplay coins the term “intrinsic” to describe our innovative, new in-game ad unit

First Frameplay Platform launched

Unity SDK launched

2020 -

Frameplay goes to market

First campaign launched

Frameplay joins the IAB US & UK gaming committees

2021 -

Frameplay helps set the standard for intrinsic in-game advertising with the IAB’s launch of the Gaming and Esports Advertising (Taxonomy) Framework

Frameplay proves efficacy of intrinsic in-game ads with first brand lift study, showing double digit lifts across the board

First adtech partner integrated

2022 -

Frameplay launches first-to-market attention metrics for intrinsic in-game advertising, Intrinsic Time-in-View

Cocos SDK launched

Frameplay is a key contributor to the IAB’s launch of the Intrinsic In-Game (IIG) Measurement Guidelines

2023 -

Frameplay continues to advocate for gaming as a premier ad channel

Frameplay among the first industry leaders to be Certified for Transparency by TAG

Frameplay participates in IAB on the Hill in Washington, DC to speak to policy makers about in-game advertising

2024 -

Frameplay optimizes creative and workflows for scale

Launched audience segmentation and programmatic workflows

The year’s not over yet…

Join Frameplay and discover your potential

Be at the forefront of digital transformation while being part of a fast-growing company that values collaboration and personal growth.

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