Upland

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.

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

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

• Blockchain gaming
• Virtual property game
• Play-to-earn gaming
• Metaverse platform
• NFT virtual real estate

Headquarters

HQ city

Mountain View

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure

Revenue model

1. 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.
2. 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.
3. 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).
4. 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

Go-to-market motion1 record

Distribution channels6 records

Marketing channels10 records

Core 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

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature7 records

Partnerships

Four partnerships are on record, tiered core.

• NFLPA (National Football League Players Association)coreStrategic or Co-development Partner · 1 January 2021Partnership with NFLPA bringing football-related content, collectibles, and experiences to the Upland platform as part of the 2021-2023 brand partnerships period.
• FIFAcoreStrategic or Co-development Partner · 1 January 2021Partnership with FIFA bringing FIFA World Cup content and related experiences to Upland during the 2021-2023 period.
• Stock Car Pro SeriescoreStrategic or Co-development Partner · 1 January 2021Partnership bringing motorsports and racing content to Upland during 2021-2023, complementing the racing gameplay features.
• Thunes (formerly Tilia)coreTechnology or IntegrationPayment 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

Direct 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

• Xx.com/uplandme
• YouTubeyoutube.com/@Upland
• Facebookfacebook.com/uplandme
• Instagraminstagram.com/upland.me
• TikToktiktok.com/@officialuplandme
• LinkedInlinkedin.com/company/uplandme

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds6 records

Investors14 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Upland