Frameplay
Frameplay is a San Francisco-based in-game advertising company that operates an intrinsic ad platform connecting enterprise brands (Microsoft, Disney, PepsiCo) with game developers via a multi-engine SDK, monetizing through advertising placements and measurement services.
- Company typePrivate
- Founded2018
- HeadquartersSan Francisco, United States
- Headcount51–100
- GTM typeB2B
- OfferingSoftware
What Frameplay does
Frameplay is a San Francisco-based in-game advertising company founded in 2018 that operates a two-sided intrinsic advertising platform connecting enterprise brands with video game audiences. On the supply side, the company provides an SDK that integrates with major game engines (Unity, Unreal, Godot, Cocos2d, and custom C++-based engines), allowing developers such as Miniclip to embed non-disruptive ad placements and earn passive revenue. On the demand side, Frameplay sells campaign placements to enterprise advertisers — including Microsoft, Disney, PepsiCo, and Scott's Lawn Care — and to media agencies such as Spark Foundry, supported by measurement and brand-safety verification through partnerships with Integral Ad Science and TransUnion.
The platform is differentiated by its focus on 'intrinsic' ads that are additive to the player experience rather than interruptive, supported by reported viewability metrics of 33 seconds average Intrinsic Time-in-View (33x the minimum standard) and 1:18 average viewable time per session. Frameplay monetizes via advertising revenue shared between brands and developers, with a quote-based, demo-driven enterprise sales motion and no publicly disclosed pricing. The company has raised $8 million in Series A funding (December 2021, led by Hiro Capital with Razer and Kona Venture Partners), employs 51-100 people, and is pursuing global expansion through strategic partnerships — notably a 2026 livestream advertising alliance with NexTide Media and a multi-party ecosystem standards initiative with Adverty and AdInMo.
Frameplay firmographics
Firmographics- Name
- Frameplay
- Legal name
- Frameplay
- Website
- https://frameplay.gg
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Frameplay is a San Francisco-based in-game advertising company that operates an intrinsic ad platform connecting enterprise brands (Microsoft, Disney, PepsiCo) with game developers via a multi-engine SDK, monetizing through advertising placements and measurement services.
- Ownership category
- akta.pro rank
Frameplay industry classification
Industry- Product category
- In-Game Advertising
- NAICS
- Amusement Arcades (71312)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- In-Game Advertising & AdTech (networks, mediation, measurement) (MPAFAJAH)
- akta.pro secondary industries
- Billing, Subscription & Entitlement Management (IAP orchestration) (MPAFAJAC), Offerwalls, Rewards & Performance Monetization (UA-linked payouts) (MPAFAJAI)
Keywords
Where Frameplay is headquartered
LocationHeadquarters
- HQ city
- San Francisco
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Frameplay business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations
Revenue model
- Developer SDK Monetization: Frameplay enables game developers to monetize their games through intrinsic advertising placements. Developers earn passive income by integrating Frameplay's SDK and enabling ad spaces within their games.
- Brand/Advertiser Campaigns: Brands pay for advertising placements in premium gaming environments, reaching attentive global audiences at scale. The company provides comprehensive campaign measurement and performance analytics.
Go-to-market motion2 records
Distribution channels2 records
Marketing channels5 records
Frameplay product offering
Product offeringCore offering
Frameplay operates an intrinsic in-game advertising platform that enables brands to reach engaged gaming audiences through contextually placed ads embedded inside video game environments, while allowing game developers to monetize their titles via SDK-based ad placements. The SDK integrates with major game engines (Unity, Unreal, Godot, Cocos2d, custom C++), and the platform provides advertisers with campaign management, performance measurement, brand-safety verification (via Integral Ad Science), and audience insights (via TransUnion).
Product overview
Frameplay offers a unified intrinsic in-game advertising platform that serves two primary segments: advertisers seeking to reach engaged gaming audiences through brand-safe in-game ad placements, and developers seeking to monetize their games through non-intrusive intrinsic ad formats. The platform consists of the core Intrinsic In-Game Advertising Platform, which provides SDK integration tools for developers, campaign management and measurement capabilities for advertisers, and cross-platform reach through integration with development platforms.
Differentiator
Problem solved
Functional benefit
Products and services
- Intrinsic In-Game Advertising Platform
- Frameplay Developer SDK
- Advertiser Campaign Management and Measurement
Quantifiable outcome
- 33x the minimum standard viewability (average 33 seconds Intrinsic Time-in-View)
- +4 more outcomes
Companies that use Frameplay
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles3 records
Frameplay technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Frameplay partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered flagship, core and minor.
- NexTide MediaflagshipNexTide Media partnered with Frameplay to deliver scalable, brand-safe advertising in livestream and in-game environments. Their first campaign for Scott's Lawn Care achieved 3.3 million views with high engagement rates and deep audience sentiment insights.
- HappydemicscoreFrameplay partnered with Happydemics to research and demonstrate that in-game ads outperform traditional digital channels on key brand metrics. The study analyzed 173 campaigns finding higher ad recall and brand attribution.
- AdvertyflagshipFrameplay, Adverty, and AdInMo unveiled a groundbreaking in-game advertising partnership to establish standards and expand capabilities in the intrinsic in-game advertising ecosystem.
- AdInMoflagshipFrameplay, Adverty, and AdInMo unveiled a groundbreaking in-game advertising partnership to establish standards and expand capabilities in the intrinsic in-game advertising ecosystem.
- Integral Ad SciencecorePartnership brings greater transparency to intrinsic in-game advertising through brand safety verification and measurement services provided by Integral Ad Science.
- TransUnioncoreTransUnion analyzed Frameplay's Network Insights By Genre Report, providing audience insights and data analysis for Frameplay's advertising network.
- Spark FoundryminorSpark Foundry, a media agency, has partnered with Frameplay to expand opportunities in the in-game advertising space for their brand clients.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
Frameplay competitors and assessment
Company assessmentDirect peers
- Anzu: Anzu is an intrinsic in-game advertising platform serving game developers and advertisers across mobile, PC, console, and Roblox. It is the closest direct competitor to Frameplay, with an overlapping value proposition (non-disruptive ad placements, brand safety, measurement) and similar brand-side customers.
- Bidstack: Bidstack operates an in-game advertising platform that places programmatic ads inside PC and console games via direct deals with publishers and advertisers. It competes head-to-head with Frameplay for the same intrinsic-format, brand-safe in-game inventory.
- Adverty: Adverty provides in-game and VR/AR advertising solutions with ML-driven ad placements for game developers. Despite being a Frameplay partner, it also competes for the same intrinsic ad inventory and developer integrations.
- AdInMo: AdInMo offers intrinsic in-game advertising via an SDK that lets developers monetize without disrupting gameplay. It is both a co-partner with Frameplay on industry standards and a direct rival for developer integrations and brand budgets.
- Playwire: Playwire provides monetization solutions for game publishers, including in-game and video advertising through its GameAd network. It targets the same developer and advertiser segments as Frameplay, with a heavier emphasis on header bidding and omnichannel yield.
Broad incumbents
- Unity Ads: Unity Ads is the ad monetization layer of the Unity game engine, providing developers with built-in ad formats across mobile and increasingly PC. It is a broader incumbent with massive distribution and competes with Frameplay for both developer integrations and advertiser budgets.
- ironSource (Unity): ironSource, now part of Unity, is a major mobile ad tech and app monetization platform with mediation, rewarded video, and in-app bidding. It is a broad incumbent competing for the same mobile game monetization budgets that Frameplay addresses.
- Digital Turbine (AdColony): Digital Turbine, which acquired AdColony, is a mobile ad tech platform spanning app install, video, and in-app advertising. It competes with Frameplay for mobile gaming ad spend as part of a much broader monetization portfolio.
- AppLovin: AppLovin runs one of the largest mobile ad networks and owns game studios, with end-to-end monetization tools for developers. It is a broad incumbent competing for the same game developer and advertiser ecosystem that Frameplay targets.
Emerging players
- Moloco: Moloco operates an ML-driven programmatic advertising and monetization platform, including in-app advertising for gaming apps. It is an emerging player in the same digital advertising infrastructure space Frameplay addresses, with overlap in mobile gaming monetization.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Frameplay social profiles
Digital presenceFrameplay financial estimates
Financial estimateRevenue estimate
Valuation estimate
Frameplay leadership team
Management profileNumber of profiles
Profiles5 records
Frameplay funding detail
Funding detailFunding overview
Funding rounds3 records
Investors5 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Frameplay M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Frameplay
What does Frameplay do?
Frameplay operates an intrinsic in-game advertising platform that enables brands to reach engaged gaming audiences through contextually placed ads embedded inside video game environments, while allowing game developers to monetize their titles via SDK-based ad placements. The SDK integrates with major game engines (Unity, Unreal, Godot, Cocos2d, custom C++), and the platform provides advertisers with campaign management, performance measurement, brand-safety verification (via Integral Ad Science), and audience insights (via TransUnion).
Is Frameplay a public or private company?
Frameplay is a private company. It is classified as venture growth investor backed and is currently operating.
When was Frameplay founded?
Frameplay was founded in 2018. It employs 51 to 100 people.
Where is Frameplay based?
Frameplay is headquartered in San Francisco, United States, in the North America region.
How does Frameplay make money?
Two revenue lines are on record. Developer SDK Monetization is the primary driver. The others are brand/Advertiser Campaigns.
Who are Frameplay's main competitors?
Direct peers on record are Anzu, Bidstack, Adverty, AdInMo and Playwire. Broad incumbents are Unity Ads, ironSource (Unity), Digital Turbine (AdColony) and AppLovin. Moloco is listed as an emerging player.
Does Frameplay have an API?
No public API is recorded for Frameplay.
What industry is Frameplay in?
Frameplay's product category is In-Game Advertising. Its primary akta.pro industry code is MPAFAJAH, In-Game Advertising & AdTech (networks, mediation, measurement), with a secondary code of MPAFAJAC, Billing, Subscription & Entitlement Management (IAP orchestration). Its NAICS code is 71312 and its SIC code is 7900.