Frameplay and iion Form Strategic Partnership to Create Global In-Game Advertising Powerhouse

Partnership unites industry leaders to deliver unprecedented scale and reach across key markets

Frameplay, the in-game advertising leader and pioneer behind the Frameplay Exchange, and iion, the industry’s first unified gaming advertising platform serving brands and publishers across APAC and EMEA, have announced a strategic partnership that creates the world’s most comprehensive game advertising reach. The collaboration brings together two market-leading platforms to deliver unprecedented global scale and seamless cross-regional access for advertisers and publishers.

The partnership combines Frameplay’s intrinsic in-game inventory with iion’s proven platform that delivers 10x more engagement than standard web ads with 98% viewability, creating a unified solution that spans from North America to Asia-Pacific and European markets.

Mutual Expansion Creates New Market Opportunities

Under the partnership, iion’s 4,000+ gaming titles will be accessible through the Frameplay Exchange in the US, whilst iion’s APAC clients gain access to Frameplay’s extensive Intrinsic inventory. This integration generates incremental revenue streams for publishers and expanded reach for advertisers across both platforms.

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“Since launching the Frameplay Exchange in October, we’ve received an enthusiastic reception from advertisers seeking curated, scalable in-game campaigns,” said Yasin Dabhelia, VP Demand at Frameplay. “Partnering with iion provides iion’s clients with premium access to our established markets.”

“This partnership perfectly demonstrates our ‘brands win, publishers thrive’ philosophy in action,” said Vince Banks from iion. “Our APAC clients gain access to premium global inventory, international advertisers unlock Asia’s dynamic gaming markets, and publishers across our combined network benefit from increased demand and better monetisation opportunities.”

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Massive Untapped Opportunity Drives Growth

The collaboration comes as gaming continues to outpace traditional media consumption. According to Dentsu’s 2024 Gaming Report, twice as many consumers—2.4 billion—use devices to play games versus subscribing to movie or streaming services. Research from Zynga demonstrates gaming’s commercial impact, with 43% of gamers researching new products after seeing in-game ads and 27% making purchases.

“iion brings both scale and performance excellence to our exchange,” said Sandy Shanman, CEO of Frameplay. “Their proven ability to deliver superior engagement rates combined with our exchange infrastructure creates a compelling proposition for advertisers seeking authentic connections with gaming audiences globally.”

The partnership positions both companies to capture the growing recognition of gaming as an essential media channel, offering advertisers non-disruptive access to highly engaged audiences across multiple regions and gaming environments.