Morty

What Morty does

Morty Technologies Inc., operating as Morty, is a US-based (Los Angeles) mobile-first platform founded in 2021 that aggregates and organizes the global escape room and haunted attraction market. The platform maintains a database of 54,264+ immersive experiences across 1,000+ cities and supports a community-driven discovery and review system with 684,094+ ratings and 1,119,134+ logged experiences. Its core product is a free iOS/Android consumer application that allows users to discover, rate, review, book, and track escape rooms and haunted attractions, augmented by features such as collaborative booking, wishlists, achievement badges, and city-specific landing pages optimized for organic search. Supporting products include MortyPass (a loyalty program giving claimed attractions 2x booking visibility), Morty for Business (an operator portal for listing and review management), Morty Meetup Groups (sponsored enthusiast groups in 20+ US, 2 Canadian, and 2 Australian cities), Morty Membership (a consumer subscription/support tier), Morty Open Dataset (a public CSV dataset), and the annual Best of Morty Awards.

The company's revenue model is multi-stream and still emerging: the consumer app is freemium (free to users), while monetization is concentrated on attraction operators via free claimed listings, a premium MortyPass subscription offering 2x bookings, and platform commissions from instant booking integrations. Specific pricing tiers for MortyPass are not publicly disclosed. Total capital raised to date is $3.5 million, including a $2.2 million Series Seed closed in October 2023 (lead investor Protagonist, with participation from General Catalyst, ANIMO Ventures, Marketplace Capital, Unpopular Ventures, Wedbush Ventures, and Wonder Ventures), with stated use of funds to expand into new verticals and monetize offerings. Morty employs between 1 and 10 people across product, engineering, data operations, and growth, led by co-founders Andy Bauch (CEO) and Karlis Lapsins (CTO), and operates as a privately held venture-backed company.

The company targets three core segments: hardcore and casual escape room/haunt enthusiasts (primary), attraction operators/SMB venue owners, and casual consumers/families seeking group entertainment. Go-to-market relies on product-led growth through the free app, community-led expansion via sponsored Meetup groups and a Morty Agents referral program, and direct-to-consumer distribution across mobile app stores. The company serves geographies in North America (USA, Canada) and Oceania (Australia), with a claimed global footprint of 1,000+ cities.

Name

Morty

Legal name

Morty Technologies Inc.

Website

https://morty.app

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

Morty is a mobile-first discovery, booking, and review platform for escape rooms and haunted attractions, aggregating 54,000+ experiences across 1,000+ cities for enthusiasts, casual consumers, and attraction operators worldwide.

Ownership category

akta.pro rank

Product category

Immersive Entertainment Marketplace

NAICS

Amusement Parks and Arcades (7131)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Local Tours, Activities & Attractions Metasearch (THALAEAI)

akta.pro secondary industry

Destination/Activity Booking Marketplaces (Tours & Tickets Aggregators) (THAKAAAH)

Keywords

• Escape room directory
• Immersive experience platform
• Attraction discovery app
• Haunted attraction listings
• Experience booking marketplace

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Free Consumer App: The Morty app is free for consumers to use for discovering, rating, and reviewing escape rooms and haunted attractions. Revenue is not generated directly from consumers but through operator engagement.
2. Business Listings & MortyPass: Attraction operators can claim free listings to respond to reviews and track ratings. Premium MortyPass offering provides 2x booking visibility and access to promotional tools. Revenue likely derived from premium subscription or transaction fees from bookings.
3. Platform Commissions: Instant booking functionality on the platform likely generates transaction-based revenue through booking fees or commissions from operators.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Morty operates a free mobile-first platform (iOS/Android apps and website) that aggregates 54,264+ escape rooms, haunted attractions, and immersive experiences across 1,000+ cities globally. Consumers use the platform to discover, rate, review, track completed experiences, and earn achievement badges, while escape room and haunt operators use business-side tools (Morty for Business, MortyPass rewards program) to gain visibility, bookings, and customer insights. The platform is community-driven, with 1.1M+ logged user experiences and 684K+ ratings.

Product overview

Morty is a platform for experiential entertainment that operates as a unified discovery and tracking application for immersive attractions. The core product is the Morty App, a free mobile application enabling users to find, track, and review escape rooms, haunted houses, and other immersive experiences across 1,000+ cities globally. The platform encompasses 54,264 escape rooms and haunts with over 1.1 million logged experiences and 684,000+ ratings. Supporting products include MortyPass (rewards program), Morty Membership (support tier), Morty for Business (operator portal), Morty Meetup Groups (community groups), and Morty Open Dataset (public data). The company also administers the annual Best of Morty Awards recognizing top-rated attractions.

Differentiator

Problem solved

Functional benefit

Products and services

• Morty App Free mobile application (iOS/Android) and website that lets consumers discover, search, rate, review, and track escape rooms and haunted attractions across 1,000+ cities. Includes achievement badges, experience logs, and instant booking integration with operator booking systems.
• MortyPass Operator rewards program that connects participating escape room and haunted attraction businesses with engaged Morty users, reportedly delivering 2x bookings to participating operators through promoted offers and visibility.
• Morty Membership Paid consumer subscription tier offering Morty enthusiasts exclusive perks, including access to MortyPass operator deals and other supporter benefits, with both annual and monthly pricing options.
• Morty for Business

Quantifiable outcome

• Over 1.1 million experiences logged by the community
• +2 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Room Escape ArtistcoreStrategic or Co-development PartnerDavid Spira (Co-founder) and Lisa Spira (Co-founder) serve as advisors to Morty, bringing deep expertise in the escape room industry. Room Escape Artist is a leading escape room review and community platform.
• BumbleminorStrategic or Co-development PartnerEffie Wang, Head of Product Management at Bumble, serves as an advisor to Morty, providing product and growth expertise.
• Sandbox VRminorStrategic or Co-development PartnerSiqi Chen, Former CEO of Sandbox VR, serves as an advisor bringing experience in immersive entertainment and scaling location-based experiences.
• Adamant VenturesminorStrategic or Co-development PartnerJason Yeh, Founder of Adamant Ventures, serves as an advisor with expertise in venture building and startups.
• PromenademinorStrategic or Co-development PartnerFarbod Shoraka, Founder of Promenade, serves as an advisor to Morty.
• Rotten TomatoesminorStrategic or Co-development PartnerPatrick Lee, Founder of Rotten Tomatoes, serves as an advisor bringing experience in building trusted review platforms.
• Immersive Creator CommunitycoreOthersTommy Honton, an immersive creator, serves as an advisor to Morty, providing perspective from the experience creator side of the industry.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Room Escape Artist: A leading review and news publication dedicated to escape rooms globally. Most direct peer — same category, same target audience. Notably, Room Escape Artist's co-founders are advisors to Morty, suggesting deep category overlap.
• GetYourGuide: Major activity and attraction booking marketplace. Comparable in the activity-discovery and instant-booking model Morty uses for escape rooms and haunts, though broader in scope.
• Viator: Tripadvisor-owned tours, activities, and attraction marketplace. Operates a very similar marketplace+reviews+instant-booking model across thousands of attractions worldwide.
• Fever: Immersive experiences marketplace specializing in unique and themed entertainment. Most directly comparable on the immersive-entertainment vertical Morty is targeting with its 'biggest theme park in the universe' mission.
• Peek: Experiences booking platform for tours, attractions, and activities. Competes in the same activity-discovery and booking space with similar technology and operator-side SaaS offerings.
• Airbnb Experiences: Airbnb's marketplace of bookable experiences, including immersive categories. Leverages massive distribution and a similar host-supply model Morty uses with operators.

Broad incumbents

• Yelp: Dominant local-business review platform with broad coverage including escape rooms and attractions. Morty's value proposition (community ratings + discovery) overlaps Yelp's core review-driven discovery model.
• Tripadvisor: Largest travel review and attraction platform globally. A natural strategic acquirer for Morty given the trip-adjacent activity discovery Morty enables and deep overlap in attractions reviews/bookings.
• Groupon: Local experiences and deals marketplace with a large existing footprint in escape rooms and activities. Comparable as a distribution channel for SMB operators selling leisure experiences.

Emerging players

• Sandbox VR: Location-based immersive entertainment operator. Their former CEO (Siqi Chen) is a Morty advisor, illustrating the adjacent player Morty may integrate or partner with as it broadens beyond escape rooms.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/mortyapp
• YouTubeyoutube.com/@mortyapp
• Facebookfacebook.com/mortyapp
• Instagraminstagram.com/mortyapp
• TikToktiktok.com/@mortyapp
• LinkedInlinkedin.com/company/mortyapp

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds3 records

Investors8 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 Morty