Frameplay and iion Join Forces to Revolutionize Global In-Game Advertising Landscape

Introduction

In a significant development for the gaming and advertising sectors, Frameplay, recognized as a leader in in-game advertising, has forged a strategic partnership with iion, the first unified gaming advertising platform tailored for brands and publishers across Asia-Pacific (APAC) and Europe, the Middle East, and Africa (EMEA). This collaboration is set to redefine the advertising landscape within the gaming industry, enabling unparalleled scale and reach across critical markets.

The Partnership Details

Announced on June 16, 2025, this partnership between Frameplay and iion merges two innovative platforms, promising advertisers and publishers an unprecedented global advertising experience. By combining Frameplay's unique in-game inventory—known for its high engagement rates—with iion's established platform that significantly surpasses standard web ad performance, the collaboration is poised to enhance ad effectiveness dramatically.

Notably, iion's advertising solutions provide ten times more engagement than traditional web ads, boasting an impressive 98% viewability rate. Together, these attributes enable brands to craft seamless advertising experiences across diverse gaming environments, reaching audiences from North America to the Asia-Pacific region and beyond.

Unlocking New Market Opportunities

As part of this agreement, over 4,000 gaming titles hosted by iion will become available through the Frameplay Exchange in the US. Simultaneously, clients in the APAC region will gain access to Frameplay's extensive intrinsic advertising inventory. This integration is expected to generate new revenue streams for game publishers while offering advertisers enhanced outreach capabilities within both platforms.

According to Yasin Dabhelia, Vice President of Demand at Frameplay, the partnership has been welcomed with enthusiasm from advertisers looking for curated in-game campaigns since the launch of the Frameplay Exchange last October. This collaboration promises to provide premium access to emerging markets and drive demand for in-game advertising solutions.

Emphasizing Market Growth

The collaboration comes at a crucial time when the gaming industry is experiencing rapid growth, surpassing traditional media consumption rates. A recent report by Dentsu reveals that gaming appeal spans 2.4 billion users who prefer gaming devices over movie or streaming subscriptions. Research conducted by Zynga highlights that 43% of gamers actively explore new products after viewing in-game ads, with 27% making actual purchases. This indicates a robust commercial potential within the gaming sector.

Sandy Shanman, CEO of Frameplay, acknowledged iion's capabilities in enhancing performance within the advertising exchange, stating that their ability to deliver high engagement along with Frameplay's infrastructure presents a strong opportunity for brands to connect with gaming audiences in a meaningful way.

The Future of In-Game Advertising

Both Frameplay and iion are positioned to capitalize on the growing acknowledgment of gaming as a vital media channel. As advertisers seek non-disruptive access to highly engaged audiences across various gaming platforms, this strategic alliance will likely set the standard for future advertising practices within the industry. The partnership is a testament to the exciting intersection between gaming and advertising, serving both brands and publishers effectively.

Conclusion

In conclusion, the partnership between Frameplay and iion marks a pivotal moment in the evolution of in-game advertising. By amalgamating their resources and strengths, they aim to deliver a comprehensive advertising solution that not only benefits advertisers but also enriches the experience for players. As gaming asserts its place as a dominant medium for brand engagement, this collaboration will undoubtedly pave the way for innovative advertising strategies that resonate with global audiences.

For more information about Frameplay and iion, visit their respective websites: Frameplay and iion.