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§ Private Profile · San Francisco, CA, USA
An intrinsic in-game advertising platform for brands and developers, enabling virtual ads and monetization without disrupting gameplay.
Based in San Francisco, California, Frameplay operates an intrinsic in-game advertising platform that allows brands to deploy virtual advertisements seamlessly within video game environments. The company provides software development kits to game studios across mobile, console, PC, and metaverse platforms, enabling developers to monetize their titles through revenue-sharing ad placements without disrupting active gameplay. Utilizing data analytics verified by TransUnion, the platform reaches a diverse audience network that is evenly split at 50 percent male and 50 percent female gamers with high spending habits. Frameplay is backed by institutional investors including Kona Venture Partners and recently restructured its executive leadership in October 2024 by appointing Sandy Shanman as the new chief executive officer. The enterprise was originally founded in 2018 by Jonathan Troughton, who currently serves as the company president, alongside an unnamed co-founder.
Frameplay has raised $8.0M across 1 funding round.
Frameplay has raised $8.0M in total across 1 funding round.
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 | Status |
|---|---|---|---|---|
| Dec 1, 2021 | $8M Series A | Hiro Capital | Taiyoung RYU, CHO Weihao | Announced |
Frameplay has raised $8.0M in total across 1 funding round.
Frameplay's investors include Hiro Capital, Taiyoung Ryu, Cho Weihao.
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]