PlayWorks
Play.Works is a Connected TV games publisher and creator video distributor operating a B2B platform-distribution model across 30+ pay TV, CTV, and OTT operators, reaching 400M+ households with 150+ games and 150+ creator AVOD/FAST channels.
- Company typePrivate
- Founded2017
- HeadquartersLondon, United Kingdom
- Headcount51–100
- GTM typeB2B
- OfferingSoftware
What PlayWorks does
Play.Works (legal entity: PlayWorks Digital Limited, formerly TransGaming Interactive Limited; UK incorporated, founded ~2017) is a Connected TV games publisher and creator video distributor that operates a B2B platform-distribution model reaching 400M+ households across 30+ major pay TV, CTV, and OTT operators including Roku, Amazon Fire TV, Samsung, LG, Comcast, Vizio, Sky, Cox, and Fetch TV. The company runs two core product lines: (1) a CTV games catalog of 150+ titles including licensed IP (PAC-MAN, Tetris, SpongeBob Bounce, Wheel of Fortune, Trivia Crack, Family Feud) and original games (Pixel Dash, Fruit Match, Creature Mix), with 20+ minute average sessions and 60% weekly retention; and (2) 150+ AVOD, SVOD, and FAST channels featuring creator-led programming from mega-influencers such as Khaby Lame, Ben Azelart, Law By Mike, Ninja Kidz TV, and The Royalty Family. Underlying the business is a proprietary SDK and cross-platform CTV game development framework designed for TV remote controls, enabling real-time monetization and content synchronization across distribution partners.
The business model is predominantly advertising-driven, combining AVOD app distribution, FAST linear channels, and AdverGaming brand integrations across CTV platforms, supplemented by creator revenue-share arrangements and platform licensing/white-label deals. Creator monetization performance is a core selling point, with eCPMs up to 10X higher than traditional social media cited as the economic rationale for creators to bring audiences to CTV. The company is led by Co-Founder & CEO Jonathan Boltax (an Emmy Award winner) and Chairman Jasper Smith, with a team of approximately 80 employees distributed across Tel Aviv, London, Kyiv, Seattle, Boulder, and New York. The company's only disclosed funding event was a £2 million strategic investment from Vala Capital in June 2019, suggesting operations are largely revenue-funded; recent strategic moves include onboarding the Khaby Lame channel (January 2025), launching on Fetch TV in Australia and Vibe.co, expanding the LG Gaming Portal partnership across 30+ countries, and distributing the AI-driven Escape.ai cinema platform across major CTV devices in early 2026.
PlayWorks firmographics
Firmographics- Name
- PlayWorks
- Legal name
- PlayWorks Digital Limited
- Website
- https://play.works
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Play.Works is a Connected TV games publisher and creator video distributor operating a B2B platform-distribution model across 30+ pay TV, CTV, and OTT operators, reaching 400M+ households with 150+ games and 150+ creator AVOD/FAST channels.
- Ownership category
- akta.pro rank
PlayWorks industry classification
Industry- Product category
- Connected TV Gaming & Video Distribution Platform
- NAICS
- Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (516210)
- SIC
- Cable & Other Pay Television Services (4841)
- akta.pro primary industry
- Live Streaming & Low-Latency OTT Orchestration (LL-HLS, DASH, WebRTC) (MPAHAJAK)
- akta.pro secondary industries
- Streaming Technology & SDK Providers (Low-latency video, input, client SDKs) (MPAFAHAD), Live TV Streaming (vMVPD/IPTV OTT) (MPACAAAD), Interactive/Watch-Party & Social Video Streaming Platforms (MPACAAAM)
Keywords
Where PlayWorks is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices6 records
Markets served
PlayWorks business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Supply Chain, Infrastructure
Revenue model
- Advertising (AVOD): Advertising-based video on demand monetization from games and video content distributed across CTV platforms. Play.Works handles advertising monetization for creator content without requiring new content production.
- FAST Channels: Free Ad-Supported Streaming Television channels operating 24/7 linear programming across platforms like Vizio, Plex, Xiaomi, Samsung TV Plus
- Creator Channel Distribution: Distribution and monetization services for creator programming, bringing content to large television audiences with eCPMs up to 10X higher than traditional social media
- Advergaming: Branded gaming experiences integrated within CTV games, featuring Video Gallery for brand content, call-to-action integration driving viewers from game to channel/site/storefront
- Platform Licensing: Technology licensing and white-label partnerships with CTV platforms for game catalogs and streaming content
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Creator channel distribution with eCPMs up to 10X higher than traditional social media |
Go-to-market motion1 record
Distribution channels15 records
Marketing channels5 records
PlayWorks product offering
Product offeringCore offering
Play.Works develops and publishes casual games designed specifically for Connected TV (CTV) platforms and TV remote controls, and distributes creator-led video channels (AVOD, SVOD, and FAST) to 400M+ households across 30+ pay TV, CTV, and OTT operators including Sky, LG, Samsung, Roku, Fire TV, Comcast, Vizio, Cox, and BT. The company provides a proprietary cross-platform SDK, real-time monetization technology, and a catalog of 150+ CTV games and 150+ original channels featuring creators such as Khaby Lame, Ben Azelart, Law By Mike, and Ninja Kidz TV, with additional offerings in AdverGaming and AI-driven content distribution.
Product overview
Play.Works is a Connected TV entertainment platform operating as both a games publisher and video content distributor. The platform consists of two core product lines: (1) CTV Games - the world's largest Connected TV games catalog with 150+ titles including licensed classics (Wheel of Fortune, PAC-MAN, Tetris, Trivia Crack, SpongeBob Bounce) and original games; (2) Original TV Channels - 150+ AVOD, SVOD, and FAST channels featuring creator-led programming from major influencers like Ben Azelart, Khaby Lame, Law By Mike, and Ninja Kidz TV. Additional offerings include AdverGaming (brand integration services), FAST linear channels, and distribution of the AI-powered Escape.ai cinema platform. The company reaches 400M+ households across major CTV platforms including Roku, Samsung, LG, Fire TV, Comcast, Vizio, Sky, and others.
Differentiator
Problem solved
Functional benefit
Brands
- GameTreeTV: Play.Works' proprietary technology platform for delivering games and video content across connected television platforms.
- PW Kids
- BRB: Travel & Food
Quantifiable outcome
- Average game sessions of 20+ minutes on CTV platforms
- +3 more outcomes
Companies that use PlayWorks
Customer profileNamed customers10 records
Segments4 records
Ideal customer profiles3 records
PlayWorks technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability4 records
Feature3 records
PlayWorks partnerships and signals
Strategic signalPartnerships
15 partnerships are on record, tiered core, minor and regional.
- Escape.ai (John Gaeta)corePartnership to launch Escape.ai CTV app on Roku, Amazon Fire TV, LG, Samsung Smart TVs, bringing AI-generated short films and episodic series to 400M+ active CTV devices. Play.Works provides CTV technology and distribution network for this AI-driven cinema platform founded by The Matrix co-creator John Gaeta.
- LG ElectronicscoreLG Gaming Portal collaboration with expanded partnerships including Play.Works to broaden LG's game catalog and free-to-play offerings on LG TVs across 30+ countries.
- Samsung TV PluscoreFAST channel distribution for creator content including Ninja Kidz TV on Samsung TV Plus streaming platform.
- Sling TVcoreSling TV Arcade powered by Play.Works, expanding gaming offerings for Sling TV subscribers.
- ViziocoreVizio Play.Works Game Collection launch; multiple AVOD apps and games distributed on Vizio platform.
- Comcast Xfinitycore10+ AVOD apps and games launched on Comcast Xfinity X1 platform; Pixel Dash live on Comcast; Burger game launch.
- TankeeminorFamily-friendly influencer and gaming content partnership, launching Tankee Roku Channel and Tankee + Annoying Orange on Cox.
- OMGcraftminorOMGcraft Roku Channel partnership for Minecraft content distribution.
- Donut MediaminorDonut Media content launch on Comcast Xfinity X1 platform.
- Fetch TV (Australia)regionalPlay.Works launch on Australia's Fetch TV expanding international footprint to the Australian market.
- Sky ItaliacoreAd-supported free games on Sky Italia; 3 LEGO games launched on Sky Italia; Ali-A channel available on Sky.
- XiaomiminorFAST channel distribution across Xiaomi platforms.
- Jio (India)regionalGame content distribution partnership for Jio TV platform in India.
- Deutsche TelekomregionalEuropean distribution partnership through Deutsche Telekom group.
- Vibe.cominorPlay.Works available on Vibe.co platform for expanded creator distribution.
Scale indicators9 records
Recent moves6 records
Expansion highlights6 records
PlayWorks competitors and assessment
Company assessmentEmerging players
- WildBrain: Canadian kids' content company operating AVOD channels (WildBrain Spark, etc.) on major CTV platforms. Closely comparable in kids-focused CTV distribution — including the same Ninja Kidz TV ecosystem and the PW Kids category that Play.Works is building.
- Bidstack: In-game advertising company extending into CTV and adjacent immersive surfaces, offering brands product placement and media within games. Overlaps with Play.Works' AdverGaming services for brand integration inside TV-distributed games.
- Anzu.io: In-game advertising platform purpose-built for CTV and console gaming, providing programmatic ad insertion in 3D environments. Directly comparable to Play.Works' AdverGaming offering and competing for the same brand-budget pool from CTV advertisers.
Broad incumbents
- The Roku Channel: Roku's first-party AVOD/FAST offering complemented by Roku Games. Operates both as a content distributor (competing with Play.Works' AVOD apps) and as a CTV platform owner, giving Roku leverage over third-party publishers like Play.Works.
- Pluto TV: Paramount-owned FAST channel operator and the largest pure-play FAST service in the U.S., distributing creator and studio content as 24/7 linear channels on CTV platforms. Competes directly with Play.Works' FAST distribution layer for ad-supported viewing share.
- Samsung TV Plus: Samsung's first-party FAST service pre-installed on Samsung Smart TVs globally. Competes with Play.Works' FAST distribution and channel licensing deals (e.g., Ninja Kidz TV on Samsung TV Plus) for Samsung shelf placement and ad inventory.
- Tubi: Fox-owned AVOD streaming service operating on Roku, Amazon Fire TV, Samsung, LG, Vizio, and other CTV platforms. Competes for CTV household attention, AVOD ad inventory, and FAST-style channel placement that Play.Works also sells into.
Direct peers
- Xumo: FAST channel operator now combined with Fandango under Comcast, distributing free ad-supported linear channels across major CTV platforms. Closely overlapping with Play.Works' FAST distribution business, including CTV partnerships Xumo lists prominently in its distribution footprint.
- PlayJam: Early-stage TV gaming platform founded and previously chaired by Jasper Smith — the current Chairman of PlayWorks. PlayJam pioneered console/TV-distributed casual gaming and shares the same 'games on the big screen' thesis, business model, and direct CTV operator relationships.
- LG Gaming Portal: LG's first-party cloud gaming hub on LG Smart TVs across 30+ countries where Play.Works is also a partner. Directly overlaps on CTV gaming distribution and represents a platform owner with both content partnership and competitor dynamics.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks7 records
Key highlights7 records
Customer concentration
PlayWorks social profiles
Digital presencePlayWorks financial estimates
Financial estimateRevenue estimate
Valuation estimate
PlayWorks leadership team
Management profileNumber of profiles
Profiles8 records
PlayWorks funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
PlayWorks 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 PlayWorks
What does PlayWorks do?
Play.Works develops and publishes casual games designed specifically for Connected TV (CTV) platforms and TV remote controls, and distributes creator-led video channels (AVOD, SVOD, and FAST) to 400M+ households across 30+ pay TV, CTV, and OTT operators including Sky, LG, Samsung, Roku, Fire TV, Comcast, Vizio, Cox, and BT. The company provides a proprietary cross-platform SDK, real-time monetization technology, and a catalog of 150+ CTV games and 150+ original channels featuring creators such as Khaby Lame, Ben Azelart, Law By Mike, and Ninja Kidz TV, with additional offerings in AdverGaming and AI-driven content distribution.
Is PlayWorks a public or private company?
PlayWorks is a private company. It is classified as venture growth investor backed and is currently operating.
When was PlayWorks founded?
PlayWorks was founded in 2017. It employs 51 to 100 people.
Where is PlayWorks based?
PlayWorks is headquartered in London, United Kingdom, in the Europe region.
How does PlayWorks make money?
Five revenue lines are on record. Advertising (AVOD) is the primary driver. The others are FAST Channels, creator Channel Distribution, advergaming and platform Licensing.
Who are PlayWorks's main competitors?
Emerging players on record are WildBrain, Bidstack and Anzu.io. Broad incumbents are The Roku Channel, Pluto TV, Samsung TV Plus and Tubi. Direct peers are Xumo, PlayJam and LG Gaming Portal.
Does PlayWorks have an API?
No public API is recorded for PlayWorks.
What industry is PlayWorks in?
PlayWorks's product category is Connected TV Gaming & Video Distribution Platform. Its primary akta.pro industry code is MPAHAJAK, Live Streaming & Low-Latency OTT Orchestration (LL-HLS, DASH, WebRTC), with a secondary code of MPAFAHAD, Streaming Technology & SDK Providers (Low-latency video, input, client SDKs). Its NAICS code is 516210 and its SIC code is 4841.