GumGum and Frameplay team up to offer up interactive in-game ads

The partnership allows GumGum to expand its suite of high-impact ad products into gameplay.

Global digital advertising platform GumGum has partnered with Frameplay in a strategic plan to deliver contextually relevant, intrinsic in-game ads.

The partnership is said to allow advertisers to amplify their brand messages across gaming content, adding to GumGum’s suite of high-impact ad products into Frameplay’s platform to reach consumers within cinematic and interactive games.

Phil Schraeder, CEO at GumGum pointed to the 180 million people in the US that identify as a digital gamer in terms of the opportunity.

He said: "Not only does gaming offer advertisers a unique opportunity to reach exciting, diverse, and unexpected audiences online, it also offers brands a springboard into the Web 3.0 world. With Frameplay, we're able to offer advertisers the chance to be early adopters of this emerging environment, helping them reach diverse gaming audiences across mobile, desktop, and consoles with non-intrusive ads that blend seamlessly into a user's gaming experience."

“Benefits of in-game ads without sacrificing experience”

Frameplay’s ad platform supports ad spaces implemented through the provider’s software development toolkit, as well as custom ad experiences that give brands 100% ownership of share of voice. 

Jonathon Troughton, Frameplay CEO, said: “Frameplay’s collaboration with GumGum unlocks an opportunity for advertisers to reach new, highly-attentive audience segments in a seamless and measurable way.”

“At Frameplay, we’re giving developers and advertisers the proven benefits of intrinsic in-game advertising to captivate audiences in scaled, cinematic video games without sacrificing creativity or user experiences. We’re proud to provide these rich opportunities to GumGum’s clients and enthusiastic for the future of this partnership to unfold.”