Macademia
Macademia is a London-based global EdTech company founded in 2014 that develops educational games and programming for children. It serves young learners across multiple geographies and has scaled to 101–250 employees through organic development and acquisitions.
- Company typePrivate
- Founded2014
- HeadquartersLondon, United Kingdom
- Headcount101–250
- GTM typeB2C
- OfferingSoftware
What Macademia does
Macademia is a London-headquartered, private for-profit EdTech company founded in 2014 that develops educational programming and games for children. The company positions itself as a global EdTech operator and has scaled to an estimated 101–250 employees. Its leadership is anchored by the founding team — Douglas Lloyd as CEO & co-founder and Estelle Lloyd as co-founder and COO — with complementary commercial hires including a Director of Growth Marketing, indicating an operating posture oriented toward user acquisition and scaling distribution.
Macademia has raised approximately $17.3 million in cumulative funding across roughly ten rounds from 2015 through 2020. Notable participation includes Wealth Club as a lead/backer in the 2020 rounds and EISMEA in 2016. The company has supplemented organic capital raises with inorganic growth, acquiring Yogome in July 2019 and Da Vinci Media in January 2020 — moves that expanded its educational gaming and content footprint, including into Spanish-speaking markets via Yogome. The combination of repeated venture funding and two acquisitions within an 18-month window signals an active scaling-and-consolidation strategy through 2020.
The business model centers on educational games and programming for children, but specific pricing mechanics (subscription, freemium, one-off purchase, institutional licensing), revenue mix between direct-to-consumer, parent-paid, and school/district channels, and the underlying technical architecture are not disclosed in the available data. Acquired entities suggest a content/IP consolidation strategy layered on top of organic product development, and the company's self-described global positioning implies multi-market distribution, though specific geographies served and regulatory exposures (e.g., COPPA, GDPR-K) are not detailed in the source material.
Macademia firmographics
Firmographics- Name
- Macademia
- Website
- https://macademia.com
- Company type
- Private
- Founded year
- 2014
- Headcount range
- 101–250 employees
- Short description
- Macademia is a London-based global EdTech company founded in 2014 that develops educational games and programming for children. It serves young learners across multiple geographies and has scaled to 101–250 employees through organic development and acquisitions.
- Ownership category
- akta.pro rank
Macademia industry classification
Industry- Product category
- Children's Educational Software
- NAICS
- Software Publishers (5132), Educational Support Services (611710)
- SIC
- Services-Prepackaged Software (7372), Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Children’s & Youth Educational Entertainment (Edutainment) (EDAGALAK)
- akta.pro secondary industries
- Educational Games & Kids/Families Game Studios (MPAFAAAI), Interactive Learning Games & Gamified Courseware (EDAGALAL), Kids & Family Curated Content Platforms (MPACAKAL)
Keywords
Where Macademia is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Markets served
Macademia business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Macademia product offering
Product offeringCore offering
Macademia develops and distributes educational programming and games for children through digital platforms. Its content portfolio has been expanded through the acquisitions of Yogome (educational gaming) in 2019 and Da Vinci Media (educational content) in 2020, allowing the company to offer a consolidated library of learning experiences for young users worldwide.
Product overview
No product information available for Macademia in the provided source data.
Differentiator
Problem solved
Functional benefit
Products and services
- Macademia Educational Programming and Games
- Yogome Educational Games
Companies that use Macademia
Customer profileIdeal customer profiles1 record
Macademia technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Macademia partnerships and signals
Strategic signalRecent moves6 records
Expansion highlights4 records
Macademia competitors and assessment
Company assessmentDirect peers
- Osmo: Osmo (BYJU's) blends physical manipulatives with iPad apps for educational play. It competes with Macademia in the premium educational-games-for-kids category, especially within household and school channels.
- Prodigy Education: Prodigy Education builds curriculum-aligned math games for grades 1–8 used by millions of students and teachers. It is a direct comparable to Macademia's gamified-learning-for-kids model and competes in school procurement channels.
- Tynker: Tynker is a kids-focused educational programming platform offering self-paced courses and gamified coding content. It overlaps Macademia on children's educational content delivered through game-style digital experiences, and competes for the same parent and school budgets.
- Da Vinci Media: Da Vinci Media is a children's educational content producer that was acquired by Macademia in January 2020. It is the most direct product/market analogue prior to the acquisition and remains highly relevant as an integrated product line within Macademia's portfolio.
- DragonBox: DragonBox (now part of Kahoot!) makes award-winning educational math and reading games for children. It directly mirrors Macademia's positioning at the intersection of curriculum-aligned learning and game design for kids.
- Yogome: Yogome produces educational games for children with a focus on environmental and life-skills learning. It is a direct comparable to Macademia's edutainment-games offering, and was in fact acquired by Macademia in 2019, making it the closest historical product/market peer.
- Toca Boca: Toca Boca (Spin Master) develops open-ended digital play apps for children. It overlaps Macademia on kids-focused app-based play content and competes for the same under-13 audience and parent paywall.
Broad incumbents
- Kahoot!: Kahoot! operates a large-scale learning and engagement platform including DragonBox and Poio. It is a broad incumbent in the same kids educational-games space as Macademia, with a significantly larger audience and capital base.
- LEGO Education: LEGO Education sells hands-on STEAM learning solutions for schools and homes, increasingly including digital components. It competes with Macademia for school budgets and parent mindshare in the kids learning-and-play category.
Emerging players
- Outschool: Outschool is a marketplace for live online classes for kids, including coding and enrichment. It overlaps with Macademia's supplemental-education positioning but is primarily live-instructor-led rather than app-based.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights5 records
Customer concentration
Macademia social profiles
Digital presenceMacademia financial estimates
Financial estimateRevenue estimate
Valuation estimate
Macademia leadership team
Management profileNumber of profiles
Profiles3 records
Macademia funding detail
Funding detailFunding overview
Funding rounds10 records
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Macademia M&A and investment
M&A and investmentM&A2 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Macademia
What does Macademia do?
Macademia develops and distributes educational programming and games for children through digital platforms. Its content portfolio has been expanded through the acquisitions of Yogome (educational gaming) in 2019 and Da Vinci Media (educational content) in 2020, allowing the company to offer a consolidated library of learning experiences for young users worldwide.
When was Macademia founded?
Macademia was founded in 2014. It employs 101 to 250 people.
Where is Macademia based?
Macademia is headquartered in London, United Kingdom, in the Europe region.
Who are Macademia's main competitors?
Direct peers on record are Osmo, Prodigy Education, Tynker, Da Vinci Media, DragonBox, Yogome and Toca Boca. Broad incumbents are Kahoot! and LEGO Education. Outschool is listed as an emerging player.
Does Macademia have an API?
No public API is recorded for Macademia.
What industry is Macademia in?
Macademia's product category is Children's Educational Software. Its primary akta.pro industry code is EDAGALAK, Children’s & Youth Educational Entertainment (Edutainment), with a secondary code of MPAFAAAI, Educational Games & Kids/Families Game Studios. Its NAICS code is 5132 and its SIC code is 7372.