NexTide Media and Frameplay have announced a partnership aimed at expanding scalable and brand-safe advertising opportunities across the livestream and gaming ecosystem. The collaboration combines NexTide’s creator network and AI-powered brand safety technology with Frameplay’s in-game advertising infrastructure to help brands engage audiences through livestreams, gaming environments, and creator-led experiences.
The partnership reflects growing demand for immersive advertising strategies that connect brands with audiences in authentic, non-disruptive digital environments while maintaining transparency, scalability, and campaign safety.
The partnership aims to create a more unified advertising ecosystem that blends in-game advertising with livestream creator engagement. By integrating Frameplay’s advertising capabilities with NexTide’s creator network and brand safety controls, the companies are positioning livestreaming as a scalable advertising channel for enterprise brands.
The collaboration launched with a two-month campaign for Scott’s Lawn Care, which sought to reach homeowner audiences through gaming and livestream platforms. The campaign leveraged NexTide LiveGuard™, an AI-powered real-time brand safety and campaign control solution, alongside Frameplay’s advertising infrastructure.
The campaign included creator collaborations with JeromeASF, LEGIQN, Towelliee, Dorki, UpAndAdam, Dysfunction, and BaileyGoat, among others, while incorporating banner placements, branded panels, and chatbot integrations.
According to the companies, the campaign generated a combined 3.3 million views and reached an estimated 3 million followers across participating streamers. The initiative also delivered engagement rates four times higher than traditional digital display advertising formats during the first 32 days of activation.
The partnership focuses heavily on brand safety and audience engagement within livestreaming environments, which continue to present challenges for advertisers seeking scalable and controlled media opportunities.
“Frameplay is a natural complement to what we're building at NexTide. By combining their native in-game advertising technology with our creator network, we're creating a more connected and effective ecosystem for brands,” said Alexander Guerrero, Founder and CEO of NexTide Media. “The viewer experience is central to everything we do. When audiences feel engaged rather than interrupted, campaigns perform better for brands, creators, and viewers alike.”
The companies also emphasized workflow efficiency by streamlining influencer marketing processes, including creator discovery, campaign management, and content performance measurement.
The campaign utilized NexTide’s network of more than 700 premium creators across Twitch, YouTube Live, and Kick, supporting large-scale creator-led advertising initiatives for brands entering gaming and livestreaming channels.
As gaming and livestreaming continue to evolve into mainstream audience engagement platforms, brands are increasingly seeking advertising models that feel native to the viewing experience rather than interruptive.
“Gaming and livestreaming aren't emerging channels anymore. They're where culture lives. Frameplay's in-game advertising platform, combined with NexTide's creator network, gives brands a powerful way to meet their audience in those moments, with the safety, transparency, and authenticity that both brands and players expect. The Scott's Lawn Care campaign is proof it works,” said Amanda Rubin, SVP Play at Frameplay.
“Scott's Lawn Care was an ideal launch partner for this collaboration,” said Adam Colin, Client Partner Director at Frameplay. “The campaign showcased how brands can integrate naturally into livestream and gaming environments in ways that feel authentic to audiences while still delivering measurable results.”
The collaboration highlights broader industry efforts to standardize livestream and gaming advertising while enabling brands to reach highly engaged audiences through creator-driven experiences and immersive digital media environments.
About NexTide Media
NexTide is a modern media network that turns live streaming into a turnkey buy by positioning streamers as the publishers of modern culture, serving as the facilitator between them and brands. Through our streamer partnerships, we deliver native, conversational ad experiences that engage audiences authentically. With LiveGuard™ by NexTide, we provide patent-pending, real-time brand safety at every stage of a campaign, giving marketers the certainty and confidence to fully embrace live. Built buyer-first, NexTide makes live scalable, safe, and effective for modern brands.
About Frameplay
Frameplay connects brands with people through play, on the screen that connects us all. Frameplay prioritizes safety, standardization, and scalability to deliver non-interruptive ads that add value to the player experience and amplify brand affinity.
Everyone plays, and Frameplay is how brands show up there. Across a network of 5,000+ mobile games, Frameplay enables brands to integrate seamlessly into gameplay through intrinsic display, video, rewarded experiences, sponsorships, and live streaming. By combining premium inventory, brand-safe environments, and transparent measurement, Frameplay helps advertisers reach audiences in ways that feel authentic, immersive, and impactful — driving stronger attention and recall than traditional digital channels.
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