Frameplay
Frameplay is a intrinsic in-game advertising platform for developers, brands, and agencies.
Analyst Perspective
Frameplay Corporation is a private US adtech company focused on intrinsic in-game advertising. Its platform helps game developers and studios integrate non-disruptive ad placements into gameplay through an SDK, while giving advertisers, agencies, and media buyers access to that inventory via a managed platform, exchange-style buying layer, and network offering. The company’s commercial role is to connect game supply with brand demand in gaming environments and support delivery, measurement, compliance, and reporting. Frameplay appears to make money primarily from media spend transacted across its in-game advertising platform and network, taking a share of campaign spend and sharing revenue with game developers that integrate its technology. Its customers are businesses rather than consumers: game studios seeking monetisation and advertisers or agencies seeking access to gaming audiences in brand-safe environments.
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Key insights about Frameplay
Category Differentiation
Frameplay is not a game studio or game publisher; it is an advertising technology company focused on intrinsic in-game ad monetisation. It is also distinct from generic mobile ad networks because its core proposition is gameplay-integrated intrinsic placements.
Frameplay: About
Frameplay operates a two-sided adtech model. On the supply side, it provides developers and studios with SDK-based technology to embed intrinsic advertising placements inside games and monetise those placements. On the demand side, it packages and sells that inventory to advertisers, brands, agencies, and media buyers through a platform and exchange/network model with reporting, measurement, and verification support. Value is created by matching premium gaming inventory with advertiser demand while maintaining player experience and developer control.
How Frameplay Works & Monetises
Business model analysis and core revenue streams
Frameplay’s revenue model is primarily media-driven rather than subscription-led. It monetises by taking a percentage of advertising spend flowing through its exchange and network, likely on a CPM-based basis for intrinsic in-game placements, and then sharing part of that revenue with participating game developers. Premium pricing is supported by attention, viewability, brand safety, and measurement capabilities. There is no clear evidence of a standalone software subscription as the core pricing mechanism.
Revenue Channels
Products & Services in Categories
Verified structural categorizations from the graph
Media Channel
Ad Format
Recent Signals (Frameplay)
Frameplay, Adverty, and AdInMo Unveil Groundbreaking In-Game Advertising Partnership
Frameplay, Adverty, and AdInMo have announced a new partnership aimed at enhancing in-game advertising.
Read original sourceLevel Up: Pioneering Ad-Tech Solutions Provider Frameplay Announces Executive Leadership Changes to Prepare for an Increase of In-Game Advertising Demand
Frameplay announces executive leadership changes to prepare for an increase of in-game advertising demand.
Read original sourceFrameplay and iion Unite for Global In-Game Ad Dominance
Frameplay and iion announced a strategic partnership to create the world's most comprehensive game advertising reach by combining Frameplay's in-game inventory with iion's unified gaming ad platform across APAC and EMEA. The collaboration promises cross-regional access from North America to Asia-Pacific and Europe, while iion's platform delivers 10x higher engagement than standard web ads and 98% viewability. Under the deal, iion's 4,000+ gaming titles will be accessible through the Frameplay Exchange in the US, and APAC clients will gain access to Frameplay's intrinsic inventory, generating incremental revenue streams for publishers and expanded reach for advertisers. Executives comment on the partnership include Yasin Dabhelia (VP Demand, Frameplay), Sandy Shanman (CEO, Frameplay), and Vince Banks (VP of Marketplace, iion). The move reflects gaming's rising status as a core media channel and aims to unlock monetization opportunities across regions.
Read original sourceFrameplay: Frequently Asked Questions
What is Frameplay?
Frameplay is a private adtech company that provides intrinsic in-game advertising technology for game developers, brands, and agencies.
Who uses Frameplay?
Game developers and studios use its SDK and monetisation tools, while advertisers, agencies, and media buyers use it to access gaming inventory.
How does Frameplay make money?
It primarily earns revenue by taking a share of advertising spend flowing through its in-game ad platform, network, and exchange, while sharing revenue with developers.
Company Facts
- Founded
- 2018
- Headquarters
- United States
- Core Segment
- AdTech Vendor
- Company Size
- 10–49
- Official Link
- frameplay.com