In-Game Advertising Innovators Unite to Offer Unmatched Scale and Access Through Frameplay’s New Exchange

Frameplay, Adverty, and AdInMo have united to create a groundbreaking preferred partnership in the US and collaborate across key global markets to drive standardization. In a significant move for the in-game advertising sector, the preferred partnership will offer advertisers unrivaled access to their combined inventory, all accessible through Frameplay’s newly launched exchange to provide brands with enhanced opportunities to engage gaming audiences globally.

“We’re now seeing the next evolution in in-game advertising, and our partnership with Adverty and AdInMo marks a major leap forward in how the biggest brands and agencies can connect with gamers seamlessly” says Yasin Dabhelia, VP, Demand at Frameplay. “By combining the inventories of three leading companies, we’re offering brands a unified solution to reach global gaming audiences with an unrivaled level of access, efficiency, and scale.”

The partnership comes at a pivotal time for the in-game advertising sector. According to eMarketer, in-game advertising is projected to reach nearly $9 billion in 2024, solidifying its importance as a key channel for marketers. Despite its massive potential, in-game advertising currently only accounts for $1 of every $36 spent on digital ads in the US. This new exchange aims to close that gap by making it easier for brands to tap into this rapidly growing and highly engaged audience.

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Standardization and Collaboration: Paving the Future of In-Game Advertising

This collaboration highlights the industry’s push towards standardization and unified solutions, offering a more streamlined approach for advertisers looking to capitalize on gaming’s massive reach.

Sandy Shanman, CEO of Frameplay, says “This collaboration will represent the largest single source for intrinsic in-game advertising, and will play a critical role in making it easier for the biggest brands and agencies in the world to make in-game an always-on marketing channel.”

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A Major Step in the Evolution of Media

“We are excited to be part of this new chapter of packaging In-Play advertising,” said Jonas Söderqvist, CEO at Adverty. “By joining forces with Frameplay and AdInMo, we are helping brands tap into the full potential of In-Play gaming inventory, with a solution that is built for the future of advertising and creating a groundbreaking communication between brands and the gaming audience.”

“For a new media channel to truly scale requires standards to make it as easy as possible for buyers, which is why we’re delighted to be teaming up with Frameplay and Adverty to participate in this new exchange and lead market education”, said Joanne Lacey, COO at AdInMo. “Immersive InGamePlay ad formats enable brands to reach and crucially engage diverse player audiences, and this partnership is another milestone towards industry standardization to make these valuable audiences more accessible to brands than ever before.”