Frameplay is a technology company.
Frameplay has raised $8.0M across 1 funding round.
Frameplay has raised $8.0M in total across 1 funding round.
Frameplay is a San Francisco-based marketing technology company founded in 2018 that provides an intrinsic in-game advertising platform. It enables brands, agencies, and platforms to deliver targeted, personalized virtual ads seamlessly integrated into video games across mobile, PC, and other formats, without disrupting player experience.[1][2][4] The platform serves advertisers seeking high-engagement audiences and game developers needing monetization tools via a software development kit (SDK) for Unity, Cocos, and others, solving the challenge of blending realistic advertising into immersive gaming environments while generating revenue and analytics.[1][3][4] Frameplay has raised $8 million in funding, employs around 45-200 people globally, and has achieved milestones like IAB committee involvement and TAG transparency certification, indicating steady growth in the burgeoning in-game ad market.[2][4]
Frameplay originated from a pivotal observation in 2018 while its founders played PUBG: a real-world energy drink can appeared in-game but was anonymized in a patch update, highlighting a missed branding opportunity and reduced realism for players and developers.[4] This "aha moment" inspired the creation of an intrinsic advertising solution, leading to proof-of-concept development, seed funding, and relocation of headquarters to San Francisco.[4] Early traction included launching the first Frameplay Platform and Unity SDK, followed by the inaugural campaign; the company has since expanded with global offices, Cocos SDK integration, and industry leadership in IAB guidelines and brand lift studies showing double-digit efficacy gains.[4]
Frameplay stands out in the in-game advertising space through these key strengths:
Frameplay rides the explosive growth of gaming as the dominant media form, surpassing social media in user time especially post-pandemic, amid a $200+ billion industry shifting toward immersive advertising in mobile, PC, console, and metaverse environments.[1][4][5] Timing aligns with maturing adtech in gaming—rising demand for attentive, fraud-resistant audiences amid privacy regulations favors intrinsic formats over cookies or social ads.[2][4] Market forces like developer revenue needs and brands chasing Gen Z/Alpha gamers propel it; Frameplay influences the ecosystem via IAB policy advocacy, measurement guidelines, and partnerships, standardizing ethical in-game ads and expanding premium inventory.[4]
Frameplay is poised to capture more of the in-game ad market as gaming evolves into everyday entertainment, with expansions into emerging platforms like metaverses and AI-driven personalization. Trends like programmatic buying, cross-device targeting, and esports integration will accelerate growth, potentially scaling beyond its $8M funding through strategic adtech alliances or acquisitions. Its influence may grow by shaping global standards, turning in-game ads from novelty to core marketing channel—echoing that initial PUBG energy drink as the blueprint for advertising's next frontier.[4][5]
Frameplay has raised $8.0M in total across 1 funding round.
Frameplay's investors include Hiro Capital.
Frameplay has raised $8.0M across 1 funding round. Most recently, it raised $8.0M Series A in December 2021.
| Date | Round | Lead Investors | Other Investors |
|---|---|---|---|
| Dec 1, 2021 | $8.0M Series A | Hiro Capital |