Creating the Intrinsic Market
Frameplay

Business Challenge

Frameplay is an award-winning, global intrinsic in-game advertising leader headquartered in San Francisco, California with worldwide offices and teams supporting NA, EMEA, LATAM, and APAC. In 2020, no one knew who Frameplay was, nor did anyone understand what intrinsic in-game ad placements were. 

Solution

In addition to developing and leading the extensive content creation within the Marketing efforts for Frameplay, I also co-chaired the IAB Gaming and eSports committee from 2021 - 2023, leading three distinct industry initiatives that raised the standards and guidelines for in-game advertising overall. Within this work, the IAB recognized "intrinsic" as the newest IAB  ad within the in-game ad portfolio, along with specific measurement and creative guidelines for "intrinsic" in-game ads.  

Gaming and Esports Advertising Framework
Industry partners, companies, and agencies from the IAB UK, Europe, and the US created a unified advertising framework for gaming and esports. 

IAB Releases Intrinsic In-Game (IIG) Measurement Guidelines 2022
In a joint collaboration between IAB, IAB Tech Lab, and the Media Rating Council (MRC), IAB has released its Intrinsic In-Game (IIG) Measurement Guidelines to establish updated measurement guidelines for ads that appear within gameplay.

IAB to Release Updated In-Game Creative Guidelines
The IAB will release new guidelines that address the unique opportunities to advertise within the game experience. The new guidelines will be announced at the IAB Play Fronts in 2024. Very exciting news!

Results

The efforts in raising new standards allow Frameplay as well as other companies in the in-game space to have the proper visibility for the high-quality value of the gaming content as well as clear path revenue by creating the standards needed to address the unique needs of the environments.