Company Profile: Frameplay
Overview
Frameplay is a pioneering marketing technology company specializing in intrinsic in-game advertising. With its headquarters in San Francisco, California, and regional offices in Los Angeles, New York, and London, Frameplay serves regions across North America, EMEA, LATAM, and APAC. The company focuses on creating seamless connections between advertisers and gamers, allowing game studios to generate revenue without compromising the gaming experience.
Financials and Workforce
- Estimated Annual Revenue: $11.2 million
- Total Funding: $8 million
- Employee Count: 64
- Revenue per Employee: $175,740
- Growth Metric: Experienced a 24% decline in employee growth over the past year.
Services and Solutions
- Intrinsic In-Game Advertising: Offers advertisers the ability to deliver targeted messages within gaming environments, ensuring non-intrusive engagements that retain game integrity.
- Developer and Publisher Support: Utilizes Unity and Cocos SDKs to help developers unlock new revenue pathways through seamless integration.
- Attention Metrics: Introduces metrics like Intrinsic Time-in-View for effective ad performance measurement.
Milestones and Achievements
- 2018: Founded, inspired by a missed branding opportunity within PUBG.
- 2019: Coined "intrinsic" for their ad units; launched the Frameplay Platform and Unity SDK.
- 2020-2022: Implemented adtech partnerships, introduced attention metrics, and engaged in setting industry standards.
- 2023: Advocacy for gaming as a premier channel led to receiving TAG Certification for Transparency.
Executive Leadership and Key Personnel
- Sandy Shanman: CEO, with expertise in scaling revenue and operations, previously held the position of COO.
- Jonathon Troughton: Co-Founder and President, responsible for strategic core initiatives.
- Vishal Arora: CTO, guiding the company’s technological advancements.
- Anastasia Tananaeva: Executive Assistant to the CEO.
- Nicole Mancino: VP of Marketing, directing marketing strategy.
- Reed Kelley: VP of Business Development, expanding business engagements.
- Eric Rossi: Co-Founder, focuses on intrinsic advertising integration.
- Matt Gunderson: CFO, managing financial strategies.
- Alyssa Allen: SVP of Operations, optimizing operational efficiency.
- Mark Buckalew: Head of Engineering, with ad tech expertise.
- Yasin Dabhelia: VP of Demand, driving demand-side growth.
Market Position and Strategic Goals
Frameplay is positioned as a leader in gaming advertising by leveraging intrinsic ads to enhance brand recall and engagement without disrupting player experience. Their future plans include optimizing creative workflows, launching audience segmentation, and strengthening programmatic advertising to maintain market leadership and growth.
Recent Developments
- Frameplay has undertaken significant leadership changes, with Sandy Shanman now serving as CEO.
- They are deeply engaged in industry leadership through participation in IAB’s task forces and policy dialogues in Washington D.C.
Competitor Profile
Top Competitors
Frameplay navigates a competitive landscape of in-game advertising, with notable competitors including:
1. Thirdverse:
- Estimated Revenue: $6 million
- Employee Count: 37
- Recent Growth: -3%
2. Agni Interactive:
- Estimated Revenue: $6.6 million
- Employee Count: 41
- Recent Growth: -18%
3. FunPlus:
- Estimated Revenue: $257.3 million
- Employee Count: 910
- Recent Growth: Stable
4. Tic Toc Games:
- Estimated Revenue: $13.6 million
- Employee Count: 75
- Recent Growth: -26%
Additional competitors include companies such as Anzu, Glassfy, Supersonic, and Chartboost.
Industry Alliances and Developments
Frameplay has forged key collaborations with players like Adverty and AdInMo to amplify market reach through the Frameplay Exchange, solidifying its industry positioning in intrinsic in-game advertising.
This structured understanding of Frameplay’s market and competitive position facilitates strategic engagement and potential partnership opportunities in the thriving in-game advertising sector. The company's commitment to innovation continues to provide differentiating value in this specialized market niche.
