In-Game advertising developer, Frameplay, has announced an $8 million Series-A funding round
The round, led by Hiro Capital, along with Razer zVentures and Kona, will allow Frameplay to continue its development in immersive advertising in the video game space.
Frameplay’s cutting-edge intrinsic advertisements have already been recognized by the Interactive Advertising Bureau in both the US and the UK. Now, with this investment, the company hopes to bring its ad capabilities globally by cleverly including advertisements as part of seamless gameplay.
Jonathon Troughton, co-founder of Frameplay said, “{the company} was founded with a mission of creating gamer-first experiences by seamlessly inserting advertisements without disrupting gameplay…
“We are thrilled to have found like-minded investors at Hiro Capital, Razer zVentures, and Kona…”
Hiro Capital has been very active in the video game space, with investments in games, eSports, the metaverse and digital fitness assets. With this funding they hope to get a foothold in the in-game ad biz which is expected to explode in value.
However, In-game advertising has been an uphill battle for many marketers. Since most ads, currently, are shown as pop-ups for other digital items, marketers have seen less than stellar results. By incorporating the advertisements into gameplay, marketers are hoping the new ad experience offered by Frameplay is more palatable to gamers.
Currently, most in-game advertisements do not allow for immediate purchase of real-world items. Instead, they advertise for other “apps”, up-levels, game-related digital items and cash exchange for game tokens. Big brands have, for the most part, been relegated to “branding” advertising rather than direct attributable sales to gamers.
This could, however, soon change. Patented In-game ad-tech from TCI Entertainment hopes to allow big brands, influencers, and users to build their own ecommerce “businesses” inside games, with the ability to buy, sell and trade real-world goods and services.
This technology could bring Frameplay’s immersive advertising to the next level. Direct, attributable, in-game sales.
Read more about the Frameplay investment, HERE
Or learn more about TCI’s patented in-game eCommerce technology, HERE
Source: https://finance.yahoo.com/news/frameplay-announces-8-million-series-174700055.html