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Frameplay announces a new measure of attention in video game environments, validated in partnership with dentsu’s attention economy team through first-to-market studies

SAN FRANCISCO, April 5, 2022 /PRNewswire/ — Frame set, the global leader in in-game intrinsic advertising activation, today announced the first-to-market attention metric called Intrinsic Time-in-View. The metric is based on industry-leading Frameplay’s proprietary viewability capability and has been doubly validated by studies from Lumen and square of the eyesand recognized by dentsu International’s award-winning Attention Economy team as a pioneering solution for measuring attention in the play space.

Both eye-tracking studies leveraged an intrinsic in-game advertising campaign for dentsu client McCormick and their brand Frank’s RedHot in Frameplay’s exclusive game, Basketball Battle.

“Our proprietary in-game visibility technology has been at the forefront of our product offering since our company was founded,” said Jonathon Troughton, CEO of Frameplay. “We are proud to share that we have further validated the effectiveness of our advertising solution, with the results of our two eye-tracking studies showing a strong correlation between our in-game intrinsic viewability algorithm and the intrinsic in-game viewability duration metric. viewing time as substantial indicators of attention.”

Frameplay intrinsic view time measures the length of time an ad impression is viewable during gameplay. An impression is only considered viewable if it meets Frameplay’s intrinsic requirements for in-game advertising and market-leading visibility. The studies leveraged an intrinsic in-game ad campaign for dentsu client McCormick and their brand Frank’s RedHot in Frameplay’s proprietary in-game inventory.

“The average consumer sees over 4,000 ads every day, so it’s imperative that advertisers start evaluating channels through the lens of attention metrics, which are more indicative of meaningful exposures,” said Joanne Leong, Vice President, Global Media Partnerships at dentsu. “The results of these studies validate the attention proven in Frameplay’s gaming inventory, and we will use this data in planning as we assess future in-game opportunities.”

Frameplay has partnered with both Lumen and eye square, to analyze and compare Frameplay’s Intrinsic Time-in-View calculation with their respective eye tracking measurement. Both companies, using unique and different methodologies and technologies, have confidently validated Frameplay’s Intrinsic Time-in-View measure as a viable measure of attention.

Lumen has concluded the following takeaways:

  1. Lumen’s average visible time metric was consistent with Frameplay’s Intrinsic Time-in-View metric for calculating visible time

  2. The ad analyzed managed to capture 1.4 times more gamer attention compared to the standard, with significantly better performance than Lumen’s comparative mobile display standard.

  3. The overall attention produced by Frameplay’s Intrinsic In-Game campaign analyzed by Lumen exceeded the mobile display standard

  4. Lumen’s results indicated that Frameplay’s intrinsic in-game advertising performed similarly to social onboarding video standards and outperformed all other social, web and mobile formats, including social onboarding image.

eye square has concluded the following takeaways:

  1. Intrinsic Time-in-View critical testing was found to be very close to the true real value provided by Eye Square’s eye tracking measurement.

  2. Intrinsic banner ads in mobile games are very popular, while on the other hand, interrupted video ads are not popular at all.

  3. Branding and sponsorships inspired by the real world will enhance the gaming experience and the subjective authenticity of the life world

  4. eye square sees great potential in Frameplay’s innovative ad framework technology to meet the changing business and cultural needs of advertisers, businesses and gamers.

To learn more about how Frameplay pioneers the intrinsic gaming industry, visit

About Frameplay

Frameplay is the global leader in in-game advertising headquartered in San Francisco, California with offices and teams around the world supporting NA, EMEA, LATAM and APAC. Frameplay makes it easy for game developers to place impactful advertisements inherently within video game environments without disrupting performance or the gaming experience. The result is amplified brand exposure for advertisers, additional revenue for developers, and a pleasant and uninterrupted experience for players. For more information, visit

About Densu International

As part of dentsu, dentsu international is comprised of six leading brands – Carat, dentsu X, iProspect, Isobar, dentsumcgarrybowen and Merkle, all of which are supported by its specialist divisions and services at scale. Dentsu International helps clients win, retain and grow their best customers and achieve meaningful progress for their businesses. With best-in-class services and solutions in media, customer experience management (CXM) and creative, dentsu international operates in over 145 markets globally with over 45,000 dedicated specialists.

(PRNewsfoto/Frameplay Corp.)

(PRNewsfoto/Frameplay Corp.)



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SOURCE Frameplay Corp.