What etermax does

Etermax is a privately held international video game and entertainment technology company founded in 2009 in Buenos Aires, Argentina, originally as a fintech startup before pivoting to gaming. The company develops multiplatform trivia, word, and VR games distributed through Apple App Store, Google Play, Meta Quest, Meta Horizon, Facebook Instant Games, web, and Amazon Alexa, reaching 150 million annual players across 180+ countries with a 501-1000 employee base operating from offices in Argentina, Uruguay, Germany, Mexico, and Brazil. Its flagship product Trivia Crack is the most successful trivia app in history, leading the trivia category in 125 countries, supported by the Question Factory crowdsourcing platform that has produced over 50 million user-generated questions across 30+ languages. Adjacent products include Word Crack, Word Crack Mix, the XR Studio VR portfolio (Airport Security Guard, Animal Guys, Room Invaders, Trivia Crack World, Trivia Crack Showdown), and Trivia Crack Retro. The XR Studio sub-brand houses extended reality development, and the Trivia Crack franchise has expanded into Trivia Crack Retro (2025 rebrand) and Trivia Crack Showdown on Meta Horizon.

Etermax monetizes through five distinct revenue streams: in-app purchases of virtual currency (Lives, Coins, Spins, Gems), the Trivia Crack+ monthly subscription providing ad-free and premium features, in-game advertising where it is positioned as a leader among marketing agencies and ad networks, Brand Gamification™ enterprise licensing with 200+ brand partners across 16 countries, and the Trivia Crack for Creators influencer monetization program. The company operates both B2C (consumer gaming) and B2B (brand gamification and creator monetization) motions, with go-to-market spanning product-led distribution through app stores, community-led engagement via Discord and social media, and direct enterprise sales for brand partnerships. Notable strategic partnerships include FOX TV's The Floor integration and the Saga AI Labs collaboration to deploy an AI-powered social agent for the Trivia Crack mascot Willy on Instagram and X, designed as a new user acquisition engine with revenue share between the two companies.

The company is led by founder and CEO Maximo Cavazzani, with senior leadership including Juan Pablo Veiga as VP of Brand Gamification™ and Paula Fernández as New Business Director at etermax Brand Gamification™. Ownership remains concentrated with the founder with no disclosed institutional investors, parent company, or change-of-control events in the source data. Etermax has not pursued an IPO or disclosed external funding rounds, operating as an independent private entity through its 15-year history.

Name

etermax

Legal name

Etermax S.A.

Website

https://etermax.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Etermax is a privately held Argentine-founded international video game company that develops multiplatform trivia, word, and VR games (notably Trivia Crack with 150 million annual players across 180+ countries), monetizing through in-app purchases, subscriptions, advertising, enterprise brand gamification, and AI-driven social user acquisition.

Ownership category

akta.pro rank

Product category

Casual Mobile and VR Gaming

NAICS

Doll, Toy, and Game Manufacturing (339930), Software Publishers (5132), Hobby, Toy, and Game Retailers (45912)

SIC

Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Billing, Subscription & Entitlement Management (IAP orchestration) (MPAFAJAC)

akta.pro secondary industry

Creator/Affiliate Monetization & Commerce (UGC revenue share, referrals) (MPAFAJAJ)

Keywords

• Mobile trivia games
• Word puzzle games
• VR gaming experiences
• Brand gamification solutions
• Multiplatform video games

Headquarters

HQ city

Buenos Aires

HQ country

Argentina

HQ region

Latin America

Offices5 records

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

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

Revenue model

1. In-App Purchases: Virtual currency (Lives, Coins, Spins, Gems) and virtual goods purchases within games, generating recurring revenue from engaged players. Users purchase these using real money through app store payment systems.
2. Subscription (Trivia Crack+): Monthly recurring subscription providing ad-free experience, access to premium/exclusive features, special content, rewards, and discounts. Auto-renews every 30 days unless cancelled.
3. Advertising: Digital advertising formats within games, with Etermax positioned as a leader in gaming advertising among marketing agencies and ad networks.
4. Brand Gamification Solutions: Custom branded campaigns, tournaments, trivia channels, sponsorships, integrations, and co-brandings leveraging Trivia Crack appeal to boost brand engagement and visibility for enterprise clients.
5. Content Creator Program: Trivia Crack for Creators program enabling influencers to design personalized trivia challenges tailored to their communities, with monetization opportunities for both creators and Etermax.

Pricing tiers

Go-to-market motion3 records

Distribution channels9 records

Marketing channels6 records

Core offering

Etermax develops and operates a portfolio of multiplatform video games built around knowledge-driven entertainment, led by the Trivia Crack franchise (flagship trivia game with 150M annual players across 125 countries), the Word Crack word game, and a slate of VR titles (Airport Security Guard, Animal Guys, Room Invaders, Trivia Crack World, Trivia Crack Showdown) developed by its XR Studio. Beyond consumer gaming, the company runs Brand Gamification™, an enterprise business delivering gamified campaigns, tournaments, sponsorships, and co-brandings for 200+ brands across 16 countries, plus creator monetization via Trivia Crack for Creators.

Product overview

Etermax is a multiplatform video game company offering a portfolio of games and entertainment technology solutions. The core product portfolio includes Trivia Crack (flagship trivia platform with 150M annual players), Word Crack (word game), and VR titles (Airport Security Guard, Animal Guys, Room Invaders) developed by the XR Studio. The ecosystem includes Trivia Crack World (VR experience), Trivia Crack Retro (classic rebrand), and Trivia Crack Showdown (game show format). Beyond gaming, Etermax operates Brand Gamification™ (gamification solutions for 200+ brands), Trivia Crack for Creators (influencer program), and Trivia Crack for Brands (enterprise solution). The company leverages AI for autonomous agents (via Saga AI Labs partnership), generative content (AI-generated questions), and knowledge retrieval systems. Distribution spans mobile (iOS, Android), web, Meta Quest, Meta Horizon, Facebook, and Amazon Alexa.

Differentiator

Problem solved

Functional benefit

Brands

• Brand Gamification™: Gamification solutions, licensing and co-branding opportunities for brands and organizations.
• XR Studio

Products and services

• Trivia Crack Flagship multiplatform trivia game where players compete by answering questions across six categories (Art, Science, Sports, Entertainment, Geography, History); available on iOS, Android, web, Facebook Instant Games, and Amazon Alexa, with 150M annual players and category leadership in 125 countries.
• Word Crack Word-forming mobile game where players build words from letter tiles to challenge opponents and expand vocabulary; the longest-running word game created in Latin America and especially popular in Spain with strong engagement among users over 55.
• Trivia Crack World Immersive 3D trivia park available on Meta Quest, mobile, and desktop; features mini-games challenging speed and accuracy, exploration of a virtual park environment, and real-time multiplayer interaction with other players and Trivia Crack characters.
• Trivia Crack Retro Rebranded version of Trivia Crack 2 that preserves the classic trivia gameplay experience with player progress, collections, and rankings intact, sitting alongside the main Trivia Crack app.
• Trivia Crack Showdown Trivia game show experience on the Meta Horizon platform where players move, answer questions, sabotage opponents, and climb rankings.
• Word Crack Mix Fast-paced word formation game that tests players' vocabulary against their friends in agile, fun gameplay; available on iOS and Android.
• Airport Security Guard VR game set at a quirky airport where players scan luggage, catch criminals, and stop absurd contraband; features multiplayer mode and ranks among the Top 50 Most Popular VR Games on the Meta Store.
• Animal Guys Chaotic VR racing game where players race, shove, and sabotage opponents as animal characters; features multiple tracks including Ocean Track and Jungle Track with various hazards and obstacles.
• Room Invaders VR tower defense game where players defend their home from waves of alien ships using lasers, grenades, and upgrades.
• Brand Gamification™ Enterprise gamification platform offering custom branded campaigns, tournaments, trivia channels, sponsorships, integrations, and co-brandings for 200+ brands and organizations across 16 countries; leverages AI and Trivia Crack's audience to drive engagement and visibility.
• Trivia Crack for Creators Program enabling influencers and content creators to design personalized trivia challenges tailored to their communities' interests and monetize audience engagement.
• Trivia Crack for Brands Comprehensive brand engagement solution leveraging Trivia Crack's appeal for enterprise clients through tournaments, trivia channels, sponsorships, integrations, and co-brandings to boost brand visibility and engagement.
• Willy AI Character Agent AI-powered autonomous social media agent for the Trivia Crack mascot Willy, built with Saga AI Labs using LLMs and SLMs, that engages users in natural language conversations on Instagram and X to deepen community interaction and serve as a user acquisition engine.
• Question Factory Groundbreaking crowdsourcing tool that has produced over 50 million trivia questions through collaboration and moderation with the Trivia Crack community, enabling continuous content generation at scale.

Quantifiable outcome

• Trivia Crack topped the U.S. App Store for 66 consecutive days at launch
• +3 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability8 records

Feature4 records

Partnerships

Five partnerships are on record, tiered core and flagship.

• Saga AI LabscoreStrategic or Co-development Partner · 26 February 2026Strategic partnership to launch AI-powered social agent for Trivia Crack mascot Willy. The collaboration leverages Saga's hyperscaling AI infrastructure combining LLMs and SLMs to create an interactive social media companion that operates across Instagram and X platforms. The AI agent is designed to reduce mobile user acquisition costs by driving app installs and community engagement, with revenue shared between both companies.
• FOX TVflagshipGTM or Marketing Partner · 1 September 2025The Floor X Trivia Crack partnership bringing TV game show excitement to the Trivia Crack app. After each episode of The Floor (hosted by Rob Lowe), fans can participate in exclusive weekly challenges on Trivia Crack. The show has its own official channel on Trivia Crack where players compete and prove their knowledge skills.
• 200+ Brands and OrganizationsflagshipGTM or Marketing PartnerExtensive brand partnership network across 16 countries through Etermax's Brand Gamification division. Partnerships span TV shows, streaming services, global enterprises, superhero brands, and educational institutions. The company has collaborated with major TV shows across talk shows, reality shows, competitions, and leading global streaming services.
• Educational InstitutionscoreStrategic or Co-development PartnerPartnerships with educational institutions to create innovative solutions that drive engagement and growth through gamified knowledge experiences.
• Media CompaniescoreGTM or Marketing PartnerCollaborations with media companies for innovative entertainment solutions, including co-branded trivia experiences and content integrations.

Scale indicators10 records

Recent moves5 records

Expansion highlights6 records

Emerging players

• QuizUp: Icelandic trivia mobile game and platform with topic-based multiplayer trivia competitions. Most direct niche competitor to Trivia Crack in the trivia genre, though at a smaller scale than Etermax's flagship.

Direct peers

• Zynga: Mobile social/casual game publisher behind Words With Friends and many trivia/word titles, serving global audiences with similar IAP + ad monetization. Now owned by Take-Two Interactive, it is the closest direct peer to Etermax in mobile social trivia and word games.
• King Digital Entertainment: Activision Blizzard-owned publisher of Candy Crush and other casual mobile games. Operates a global, multi-language free-to-play trivia/word/puzzle portfolio with similar IAP and subscription dynamics to Etermax's Trivia Crack and Word Crack.
• Playtika: Israel-based mobile and social casino game publisher with global reach and similar casual gaming mechanics. Comparable scale, IAP-driven revenue model, and brand partnerships, though skewed toward casino genre.
• Scopely: Mobile games publisher (Monopoly GO, Stumble Guys) with strong live-ops, brand integrations (Hasbro, Marvel), and a global audience. Comparable product-led growth and brand partnership approach to Etermax's gamified marketing play.
• Outfit7: Slovenian mobile game studio behind Talking Tom Gold Run and other casual global hits. Comparable in being a non-US-headquartered, multi-platform casual mobile publisher with billion-download-scale IP.
• Rovio Entertainment: Finnish creator of Angry Birds, a global mobile casual gaming IP comparable to Trivia Crack in scale and brand recognition. Now owned by Sega, but historically operated with similar franchise-led, IAP + ad monetization.
• Miniclip: Swiss-based mobile and web casual game publisher with a broad portfolio of puzzle, sports, and multiplayer games. Comparable global, multi-language, multi-platform casual gaming distribution approach.

Broad incumbents

• Supercell: Finnish mobile game developer behind Clash of Clans and Brawl Stars, owned by Tencent. A larger and more established global mobile gaming publisher serving overlapping casual gaming audiences with similar free-to-play mechanics.
• Roblox Corporation: Global gaming platform with creator economy and brand integrations (e.g., Gucci, Nike). Comparable as a broader incumbent in user-generated and brand-driven gaming experiences, though at a much larger scale and different category.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/etermax
• YouTubeyoutube.com/@TriviaCrackPlus
• Facebookfacebook.com/etermax
• LinkedInlinkedin.com/company/etermax

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

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 etermax