Gaming
Frameplay Announces New Attention Metric in Video Game Environments, Validated in Partnership with dentsu’s Attention Economy Team by First-to-Market Studies
Frameplay, the global leader in enabling intrinsic in-game advertising, today announced the first-to-market attention metric called Intrinsic Time-in-View. The metric is built upon Frameplay’s proprietary, industry-leading viewability capability, and has been double-validated by studies from Lumen and eye square, and recognized by dentsu International’s award-winning Attention Economy team as a pioneering solution for measuring attention in the gaming space.
“Our proprietary intrinsic in-game viewability technology has been at the forefront of our product offering since our company’s inception,” said Jonathon Troughton, CEO of Frameplay. “We are proud to share that we have further validated the efficacy of our advertising solution, with results from our two eye tracking studies showing a strong correlation between our intrinsic in-game viewability algorithm and intrinsic time-in-view viewability duration metric as substantial indicators of attention.”
Frameplay’s Intrinsic Time-in-View measures the length of time an ad impression is viewable during game play. An impression is only considered viewable if it meets Frameplay’s intrinsic in-game advertising proprietary and market-leading viewability requirements. The studies leveraged an intrinsic in-game advertising campaign for dentsu’s client McCormick and their Frank’s RedHot brand in Frameplay’s exclusive gaming inventory.
“The average consumer sees over 4,000 ads in any given day, so it is 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 from these studies validate proven attention in Frameplay’s gaming inventory, and we will use this data in planning as we evaluate future intrinsic in-game opportunities.”
Frameplay partnered with both Lumen and independently, eye square, to analyze and compare Frameplay’s Intrinsic Time-in-View calculation with their respective eye tracking measurement. Both companies, using unique and differing methodologies and technologies, validated with confidence that Frameplay’s Intrinsic Time-in-View measurement is a viable measure of attention.
Lumen concluded the following take-aways:
- Lumen’s average viewable time metric was consistent with Frameplay’s Intrinsic Time-in-View metric for calculating viewable time
- The advertisement analyzed successfully captured 1.4x more attention of the gamers vs the norm, performing significantly higher than Lumen’s comparative norm of mobile display
- Overall attention produced by Frameplay’s Intrinsic In-Game campaign analyzed by Lumen outweighed the mobile display norm
- Lumen’s results indicated that Frameplay’s Intrinsic In-Game Advertising performed similarly to social in-feed video norms and outperformed every other social, web, and mobile formats, including social in-feed image.
eye square concluded the following take-aways:
- Critically testing Intrinsic Time-in-View turned out to be very close to the true real-life value provided by eye square’s eye tracking measurement
- Intrinsic banner ads in mobile games are highly appreciated, while in contrast, interrupting video ads are not liked at all
- Real world inspired branding and sponsorships will improve gameplay experience and subjective life-world authenticity
- eye square sees great potential in Frameplay’s innovative ad framework technology to satisfy the changing commercial and cultural needs of advertisers, companies and gamers
Gaming
ZITRO LAUNCHES MERGING FU POTS
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But at the boost level bet of 100 credits, players will unlock 1 Merged Pot, which combines the Double, Multiplier, and Extra Spin features for a new gameplay experience! Land 15 link symbols and claim the GRAND MEGA or MEGA jackpot with a spin of a wheel.
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Asia
Mythpat, GamerFleet, Piyush Joshi Gaming: India’s popular Minecraft Players Gear Up for the Ultimate Battle in Creators Rumble
Get ready to dive into an electrifying, one-of-a-kind gaming spectacle as India’s most talented gamers face off in the much-anticipated Minecraft tournament titled Creators Rumble, an initiative by OP Gaming, a subsidiary of OpraahFx. This event is set to bring together India’s top Minecraft creators, who will challenge each other and display their mastery over the game in a thrilling competition spanning three rounds which includes Parkour, MLG and PvP.
This event marks the first time that India’s top Minecraft influencers and gaming creators unite in an official tournament format, bringing fans and players alike a whole new level of excitement.
Divided into six teams of four members, they will face off across action-packed Minecraft rounds designed to test every skill—from strategy and creativity to adaptability and teamwork.
Mythpat aka Mithilesh Patankar, one of India’s leading Youtuber and gaming influencers, shared his excitement saying, “Creators Rumble will be a chance to bring the Minecraft gaming community closer, strengthening bonds among creators and igniting excitement for both fans and gamers. India has a huge Minecraft fanbase, and this tournament will introduce even more gamers to the fun of Minecraft.”
The inaugural edition of Creators Rumble will tap into Minecraft’s worldwide popularity, which has grown steadily since its release. In October 2023, Mojang Studios, the game’s developer, revealed it has sold over 300 million copies, making Minecraft the best-selling video game in history. Players of all ages continue to be captivated by its open-ended gameplay and limitless creative potential, where they can build worlds and structures limited only by their imagination.
Anticipating the prospects Mansi Gupta, Chief Business Officer at OpraahFx, emphasized on the industry impact saying, “India’s gaming landscape is thriving, and we believe that the nation has the potential to emerge as one of the world’s biggest pools of gaming talent. The Creators Rumble is a platform for growth, not only for seasoned players but for the entire creator economy. We’re here to support these creators as they captivate audiences with their talents in Minecraft.”
The Creator’s Rumble will see iconic players Mythpat (Mithilesh Patankar) and Gamerfleet (Anshu Bisht) showcasing some exhilarating gaming experience joined by popular gaming creators, Piyush Joshi Gaming (younger brother of popular Indian YouTuber, Sourav Joshi), AndreoBee (Naveen Yadav), MC Addon (Dipanshu Prajapati), PSD1 (Prathamesh), Harshita (Harshita Shukla), ShadowShooter (Pankaj Kumar Sahoo), I.M.Kopi (Bibek Jung Kunwar), Proboiz (Paresh Solanki), Mr Lapis (Jitender Kumar), GameBeat (Nitin Tyagi), Risible Twins (Kartik and Kunal), Yug Playz (Yug Thakkar), Agnit Plays (Vinit Aggarwal), GamerJatin (Jatin Makhija), Spunky Insaan (Harshit Nema), Pahadi Gaming (Lokesh Karakoti), DevXD (Pankaj Dev), Ro9nie (Rohan Chhabra), Sidh4rth (Siddharth), CassalFx (Shrey Patel) and Dattrax Gaming (Harvest Dewangan).
With this monumental event, OP Gaming aims to further solidify India’s role in the global gaming landscape and showcase the extraordinary creativity and camaraderie of the Minecraft community.
The tournament is scheduled to take place on November 22 (Friday) and will be streamed live on the OP Gaming YouTube channel. Six teams – Team Redstone, Team Gold, Team Emeralds, Team Shulker, Team Amethyst, and Team Diamonds, will compete in a series of thrilling challenges, vying for the prestigious title and showcasing the finest Minecraft talent in India.
Gaming
THE BATTLE OF POLYTOPIA RELEASES NEW AQUARION SPECIAL SKIN IN LATEST UPDATE
Midjiwan, the award-winning independent studio behind The Battle of Polytopia has today released a new Aquarion Special Skin, additional language options and balance updates to the recently reworked Aquarion tribe. Players will dive deep into the Ritiki Marshlands encountering a lost Aquarion outpost with the new skin known as “The Forgotten”.
Long ago, when the Aquarion Empire vanished beneath the waves. One remote outpost in the swampy atolls lost all contact, leading its inhabitants to believe they were the last of their kind. This forgotten tribe evolved in isolation, adapting to the marshy landscapes with squid-like appendages and unique abilities to command the swamp and its creatures.
Using the unique abilities of “The Forgotten”, players can build on water, summon giant squids, create speed enhancing bubbles, ride crocodiles, tame toads, and traverse their marshy terrains with ease.
In addition, the latest update to the game now offers expanded language options: Hindi, Indonesian, Malay, Polish, Thai, Turkish & Vietnamese.
Christian Lövstedt, CEO of The Battle of Polytopia, commented: “I feel that this skin is one of the best we’ve created and has quickly become my personal favourite. Additionally, we have added Bubble Tech to the Aquarion Waterways, making that tribe even greater. With expanded language options and new gameplay mechanics, we’re inviting players to dive into the rich lore and strategy that make the Battle of Polytopia truly special.”
To celebrate the launch of the new update, Midjiwan hosted an exclusive livestream event, offering fans a unique look behind the scenes, live gameplay, and discussions with the development team – the livestream is available to watch now: The Forgotten livestrea m by Midjiwan.
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