Upland
- Company typePrivate
- Founded2018
- HeadquartersMountain View, United States
- Headcount51–100
- GTM typeB2C
- OfferingSoftware
What Upland does
Upland (Uplandme, Inc.) is a blockchain-based virtual property platform founded in 2018 in Mountain View, California, and publicly launched in December 2019 on the EOS blockchain. The platform maps digital property NFTs to actual real-world addresses across 50+ cities globally, enabling players (called "Architects") to purchase, develop, and trade virtual real estate at the granularity of specific streets. The product has accumulated 4M+ lifetime players and 228,947+ active population as of the most recent census update, with $20M+ in cumulative player-to-player trade volume since launch.
The technical stack combines EOS blockchain-based NFT ownership with proprietary in-game systems: the UPX in-game currency (purchasable only with fiat via the official store), the $SPARKLET token (made tradable on external exchanges in July 2024), the Uppies system of digital residents with behavioral preferences, and the 2026-introduced Troves crafting layer and STEM resource system. Native apps are distributed across web, iOS, and Android, with spin-off mobile titles Upland Racing and Xstacks. A Creator Hub (UGC Playground) enables user-generated structures, vehicles, and decor that players manufacture and sell via personal shops. The regulated USD marketplace, operated since 2020 through payment partner Thunes (formerly Tilia) with KYC and PayPal withdrawal, has processed $1M+ in player trades.
Upland's commercial model is freemium with usage-based microtransactions: the core game is free, monetized through UPX currency packs, city-evolution property bundles, Service Structures ($1.99-$9.99), limited map asset drops (e.g., $20 Father's Day Bundle, $100 Retro Pickup Truck), racing entry fees, and take rates on the USD secondary marketplace. The primary customer segments are individual gaming and NFT enthusiasts, with secondary social gamers drawn to community events. The company is venture-backed, having raised approximately $27M across rounds in 2019, 2021, and 2023 from investors including Animoca Brands (lead Series A), Block.one, Alumni Ventures, FinLab EOS VC, Vaulta, Kingsway Capital, and Rocket Internet Capital. The company holds brand partnerships with NFLPA, FIFA, and Stock Car Pro Series (2021-2023) and is led by co-founders and co-CEOs Dirk Lueth (Ph.D.) and Idan Zuckerman, with COO Pavlo Kyrylovskyi and Head of Content & Community David Paskett.
Upland firmographics
Firmographics- Name
- Upland
- Legal name
- Uplandme, Inc.
- Website
- https://upland.me
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Ownership category
- akta.pro rank
Upland industry classification
Industry- Product category
- Blockchain Gaming
- NAICS
- Amusement Arcades (71312), Amusement Parks and Arcades (7131), Amusement Arcades (713120)
- SIC
- Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- Metaverse Virtual World Platforms (social worlds, land, UGC) (FSAPAGAD)
- akta.pro secondary industries
- Blockchain Game Studios & Game Development (FSAPAGAC), Virtual Worlds & Social Sandbox Experiences (persistent social spaces) (MPAFAIAG), In-Game Item Marketplaces & Trading Platforms (MPAFACAJ), Creator Marketplaces & Asset Stores (UGC items, skins, templates, plugins) (MPAFAIAC), Gaming NFTs & In-Game Asset Marketplaces (FSADANAF)
Keywords
Where Upland is headquartered
LocationHeadquarters
- HQ city
- Mountain View
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Upland business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- UPX Token Sales: Players purchase UPX (in-game virtual currency) through the official in-game store using fiat currency. UPX is used for property acquisition, trading, and in-game purchases.
- SPARKLET Token: Token introduced in 2024 used as fuel for building, energizing, and powering the city. Listed on external exchanges allowing value bridging in and out.
- Property and Bundle Sales: Sale of property bundles (e.g., Father's Day Backyard Bundle at $20, Arlington Standard Bundle at 15,000 UPX, Arlington Deluxe Bundle at $20) and Service Structures ($1.99-$9.99).
- USD Property Marketplace: Through regulated payment partner Thunes (formerly Tilia), eligible properties can be sold for US dollars that players can withdraw to PayPal. Fees apply and availability varies by region.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free to Play - Core Experience |
| Usage-based | Pay-as-you-go | UPX Currency Purchase |
| Unit Pricing | Pay-as-you-go | Property Bundles |
| Unit Pricing | Pay-as-you-go | Service Structures |
| Unit Pricing | Pay-as-you-go | Event Bundles |
| Transaction based/ take rate | Pay-as-you-go | USD Property Sales |
Go-to-market motion1 record
Distribution channels6 records
Marketing channels10 records
Upland product offering
Product offeringCore offering
Upland is a blockchain-based virtual property game and city-builder simulation where players acquire NFT-mapped properties at real-world addresses across 50+ cities, develop neighborhoods by placing service structures, attract AI-driven digital residents (Uppies), and trade in a player-driven economy using the UPX in-game currency and the $SPARKLET token. The platform operates on the EOS blockchain and provides a persistent, non-resetting world with multiple play styles including plan & build, trade & earn, farm & tend, race & move, explore & discover, and create & show.
Product overview
Upland is a single unified product: a blockchain-based virtual property game and forever city-builder simulation launched in December 2019. The platform operates as an ecosystem of integrated features: the core Upland game (on the EOS blockchain) enables players to own properties at real-world addresses and build neighborhoods, while Uppies (digital residents) inhabit and animate these properties. The economy is powered by UPX token (in-game currency purchasable with fiat) and $SPARKLET token (tradable as of July 2024, used for building/fueling the city). STEM and Troves (introduced 2026) extend gameplay with farming, resource management, and crafting systems. Service Structures, Map Assets, and City Evolution Packs are add-on modules for customization and expansion. A separate Upland Racing iOS app and Xstacks block puzzle game extend the brand into adjacent mobile gaming. The Creator Hub enables user-generated content creation, while the USD Marketplace (via Thunes/PayPal) provides regulated fiat off-ramps. Genesis Week is the annual community celebration event.
Differentiator
Problem solved
Functional benefit
Products and services
- Upland (Core Game) A blockchain-based virtual property game and forever city-builder simulation where players own properties at real-world addresses across 50+ cities, trade in a player-driven economy using UPX and $SPARKLET tokens, and shape neighborhoods that attract AI-driven digital residents called Uppies. Launched December 2019 on the EOS blockchain and accessible via web browser, iOS, and Android.
- Uppies Collectible AI-driven digital residents with names, routines, personalities, and opinions who choose where to live based on what players build on their properties. Uppies evolve through 11 levels from Newborn to ultra-rare Iconic Parody, can be merged, traded on the Uppie Market, and tracked via the Uppie Census.
- Upland Racing Separate iOS and Android racing-focused application spin-off from the main Upland platform, distributed via the App Store and Google Play.
- Xstacks 3D block puzzle game companion app on iOS, a separate mobile game offering from Upland distributed via the App Store.
- Creator Hub (UGC Playground) Standalone platform at ugc.upland.me for user-generated content creation in Upland, where players can design structures, karts, decor, and manufacture goods to sell through their own shops and earn 100% royalties on creations.
- $SPARKLET Token In-game resource token serving as fuel for building, energizing, and powering the Upland city. Became tradable on external exchanges in July 2024, allowing value to be bridged in and out of the game.
Quantifiable outcome
- $20M+ in player-to-player trades since 2019
- +3 more outcomes
Companies that use Upland
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles3 records
Upland technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
Feature7 records
Upland partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core.
- NFLPA (National Football League Players Association)corePartnership with NFLPA bringing football-related content, collectibles, and experiences to the Upland platform as part of the 2021-2023 brand partnerships period.
- FIFAcorePartnership with FIFA bringing FIFA World Cup content and related experiences to Upland during the 2021-2023 period.
- Stock Car Pro SeriescorePartnership bringing motorsports and racing content to Upland during 2021-2023, complementing the racing gameplay features.
- Thunes (formerly Tilia)corePayment partner enabling the regulated USD marketplace allowing players to sell properties for real money and withdraw to PayPal. KYC verification required through this integration.
Scale indicators5 records
Recent moves7 records
Expansion highlights6 records
Upland competitors and assessment
Company assessmentDirect peers
- Otherside (Yuga Labs): Otherside is a blockchain-based metaverse by Yuga Labs (Bored Ape Yacht Club creators) featuring NFT land (Otherdeeds) and gameplay loops. It directly competes with Upland in the NFT virtual real estate and Web3 metaverse category.
- Decentraland: Decentraland is a blockchain-based virtual world where users buy, develop, and trade NFT land parcels using the MANA token. It is a direct competitor to Upland in the metaverse/NFT virtual real estate category with similar play-to-earn and creator economy mechanics.
- Axie Infinity: Axie Infinity is a play-to-earn blockchain game built on Ronin/NFT assets. While focused on creature battles rather than virtual real estate, it is comparable to Upland as a flagship Web3 gaming platform with NFT assets, token economy, and player-driven secondary markets.
- The Sandbox: The Sandbox is a blockchain-based virtual world with NFT LAND ownership and a voxel-based game creation platform. It is comparable to Upland as a Web3 metaverse with user-generated content, asset marketplace (SAND token), and creator monetization.
Emerging players
- Enjin: Enjin is a blockchain-based NFT platform and ecosystem for gaming with the ENJ token. While more infrastructure-focused than Upland, both operate in the blockchain gaming and NFT asset marketplace space.
- Nakamoto Games: Nakamoto Games is a blockchain gaming platform with P2E mechanics and NFT assets. It overlaps with Upland in the Web3 gaming and play-to-earn category, though with a different gameplay focus.
- Somnium Space: Somnium Space is a VR-enabled blockchain metaverse with NFT land parcels on Ethereum. It is comparable to Upland as a smaller, persistent Web3 virtual world with property ownership and a player-driven economy, though with a stronger VR focus.
Broad incumbents
- Roblox: Roblox is the dominant UGC gaming platform with a massive creator economy, virtual item marketplace, and persistent virtual worlds. While not blockchain-based, Roblox competes with Upland for gamers seeking virtual property ownership, world-building, and creator monetization.
- Animoca Brands: Animoca Brands is a leading Web3 gaming conglomerate and an investor in Upland, with a portfolio spanning The Sandbox, Axie Infinity-adjacent projects, and dozens of blockchain games. It is comparable as a broader-incumbent in the same Web3 gaming category.
Others
- WAX (Worldwide Asset eXchange): WAX is a blockchain platform purpose-built for NFTs and virtual goods with a gaming-friendly ecosystem. It is comparable to Upland as enabling infrastructure for blockchain gaming economies, though Upland built on EOS rather than WAX.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights6 records
Customer concentration
Upland social profiles
Digital presenceUpland compliance and trust
Trust signalCompliance3 records
Upland financial estimates
Financial estimateRevenue estimate
Valuation estimate
Upland leadership team
Management profileNumber of profiles
Profiles4 records
Upland funding detail
Funding detailFunding overview
Funding rounds6 records
Investors14 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Upland M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Upland
What does Upland do?
Upland is a blockchain-based virtual property game and city-builder simulation where players acquire NFT-mapped properties at real-world addresses across 50+ cities, develop neighborhoods by placing service structures, attract AI-driven digital residents (Uppies), and trade in a player-driven economy using the UPX in-game currency and the $SPARKLET token. The platform operates on the EOS blockchain and provides a persistent, non-resetting world with multiple play styles including plan & build, trade & earn, farm & tend, race & move, explore & discover, and create & show.
Is Upland a public or private company?
Upland is a private company. It is classified as venture growth investor backed and is currently operating.
When was Upland founded?
Upland was founded in 2018. It employs 51 to 100 people.
Where is Upland based?
Upland is headquartered in Mountain View, United States, in the North America region.
How does Upland make money?
Four revenue lines are on record. UPX Token Sales are the primary driver. The others are SPARKLET Token, property and Bundle Sales and USD Property Marketplace.
Who are Upland's main competitors?
Direct peers on record are Otherside (Yuga Labs), Decentraland, Axie Infinity and The Sandbox. Emerging players are Enjin, Nakamoto Games and Somnium Space. Broad incumbents are Roblox and Animoca Brands. WAX (Worldwide Asset eXchange) is listed as an others.
Does Upland have an API?
No public API is recorded for Upland.
What industry is Upland in?
Upland's product category is Blockchain Gaming. Its primary akta.pro industry code is FSAPAGAD, Metaverse Virtual World Platforms (social worlds, land, UGC), with a secondary code of FSAPAGAC, Blockchain Game Studios & Game Development. Its NAICS code is 71312 and its SIC code is 7990.