The Game Agency
The Game Agency, doing business as ELB Learning, is a private U.S. learning technology company that sells an integrated enterprise eLearning platform — including gamification (The Training Arcade), VR simulations (CenarioVR), AI authoring and coaching tools (MicroBuilder, Rehearsal), and two LMS products (CourseMill, Rockstar Learning Platform) — to Fortune 500 enterprises and government agencies across healthcare, finance, manufacturing, and technology.
- Company typePrivate
- Founded2007
- HeadquartersStamford, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What The Game Agency does
The Game Agency operates in the market under the registered legal name ELB Learning, a privately held U.S. learning technology company headquartered in American Fork, Utah, with a regional operations subsidiary (ELB Learning India Private Limited) in Chennai. Founded in 2007, the company builds and sells an integrated enterprise eLearning ecosystem rather than a single product. Its portfolio spans two learning management systems (Rockstar Learning Platform for compliance-focused deployments and CourseMill for collaborative, award-winning delivery), authoring tools (Lectora and the AI-native MicroBuilder), a 360° VR simulation platform (CenarioVR) that does not require headsets, a gamification platform (The Training Arcade) with 12 editable templates including licensed JEOPARDY!® and Wheel of Fortune® brands, an AI-powered video practice and coaching product (Rehearsal), a unified authoring hub (The Studio) with an AI Toolkit, plus supporting modules (Asset Library, ReviewLink, Arcades leaderboards, off-the-shelf courseware from CyberCatch, OpenSesame, Traliant, and BizLibrary).
The company monetizes through four revenue streams: SaaS subscriptions across its LMS, authoring, gamification, VR, and AI products; professional services including custom eLearning course development, gamification consulting, and AI transformation engagements; talent staffing providing on-demand instructional designers, eLearning developers, LMS administrators, AI enablement specialists, and learning strategists; and off-the-shelf courseware licensing. Its go-to-market is hybrid, combining direct enterprise field sales for large deployments, self-serve product-led growth with free trials across all major products, a partner/reseller program, and dedicated product portals. Its served verticals are explicitly Life Sciences & Healthcare, Hospitality & QSR, Banking & Finance, Technology, Manufacturing, and Government, with named enterprise customers that include Walmart, Amazon, Pfizer, Coca-Cola, P&G, GM, Johnson & Johnson, 3M, Mastercard, Adobe, Intuit, Comcast, Wendy's, and the US Air Force. The platform holds SOC 2 Type II compliance for CenarioVR, The Training Arcade, and The Studio, and publishes GDPR compliance — prerequisites that anchor its enterprise and regulated-industry sales motion.
Leadership is founder-led, with Joseph McDonald as Founder and Managing Partner, Richard Lowenthal as Managing Partner/COO, Chris Lane as CFO, and Jaime McDonald as EVP of Customer Success. The company has operated without institutional external funding beyond a 2016 investment from Blue Scorpion Investments and has scaled the multi-product platform and India delivery footprint organically over 17 years.
The Game Agency firmographics
Firmographics- Name
- The Game Agency
- Legal name
- ELB Learning
- Website
- https://thegameagency.com
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- The Game Agency, doing business as ELB Learning, is a private U.S. learning technology company that sells an integrated enterprise eLearning platform — including gamification (The Training Arcade), VR simulations (CenarioVR), AI authoring and coaching tools (MicroBuilder, Rehearsal), and two LMS products (CourseMill, Rockstar Learning Platform) — to Fortune 500 enterprises and government agencies across healthcare, finance, manufacturing, and technology.
- Ownership category
- akta.pro rank
The Game Agency industry classification
Industry- Product category
- eLearning Software
- NAICS
- Educational Support Services (611710), Professional and Management Development Training (611430), Business Schools and Computer and Management Training (6114)
- SIC
- Services-Educational Services (8200), Services-Prepackaged Software (7372), Services-Computer Programming Services (7371)
- akta.pro primary industry
- Game-Based Learning & Gamification Authoring (EDAFAHAF)
- akta.pro secondary industries
- Rapid eLearning Authoring Tools (EDAFAHAA), Simulation & Scenario-Based Learning Authoring (EDAFAHAD), Creator Tools & Content Pipelines for Immersive Learning (VR lesson builders, 3D asset workflows) (EDAFAJAL)
Keywords
Where The Game Agency is headquartered
LocationHeadquarters
- HQ city
- Stamford
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
The Game Agency business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Software Subscriptions: SaaS-based subscription revenue from Learning Management Systems (CourseMill, Rockstar Learning Platform), authoring tools (Lectora), gamification platform (The Training Arcade), VR solutions (CenarioVR), and AI-powered tools (MicroBuilder, Rehearsal). Recurring subscription model with annual/monthly billing cycles.
- Professional Services: Custom eLearning course development, gamification consulting, learning strategy consulting, AI transformation services, leadership transformation, business transformation, sales transformation, workforce transformation, and implementation services. One-time project-based engagements.
- Talent Staffing: Staff augmentation providing on-demand L&D consultants, instructional designers, eLearning developers, LMS administrators, facilitators, learning strategists, tech writers, and AI enablement specialists. Flexible project-based or ongoing staffing arrangements.
- Off-The-Shelf Courseware: Pre-built course libraries including CyberCatch (cybersecurity), OpenSesame, Traliant, BizLibrary, ELB Learning course library, and leadership development programs. One-time license or subscription access.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free trial available for all products |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels12 records
The Game Agency product offering
Product offeringCore offering
ELB Learning (operating as The Game Agency) provides an integrated eLearning ecosystem combining AI-powered authoring tools (Lectora, MicroBuilder), gamification platforms (The Training Arcade and Arcades), browser-based VR simulation technology (CenarioVR), AI video coaching (Rehearsal), and learning management systems (CourseMill, Rockstar Learning Platform) for enterprise and government training. The product suite is complemented by custom eLearning course development, staff augmentation, and learning strategy consulting services.
Product overview
ELB Learning offers a platform-plus-modules architecture comprising multiple integrated products. The core offerings include CenarioVR for virtual immersive learning, The Training Arcade for gamification with 12 customizable game templates, Lectora for robust course authoring, Rehearsal for AI-powered video practice and coaching, and MicroBuilder for rapid AI-driven content authoring. The platform is anchored by two LMS options: Rockstar Learning Platform for compliance-focused training and CourseMill for collaborative, award-winning learning delivery. Supporting modules include Asset Library for creative assets, ReviewLink for content review, The Studio as a unified creation hub, AI Toolkit for AI capabilities, Off-The-Shelf Courseware for pre-built content, and Arcades for gamified leaderboard experiences. The products are designed to work together as an integrated learning ecosystem supporting the full content creation and delivery lifecycle.
Differentiator
Problem solved
Functional benefit
Brands
- The Training Arcade: Game Builder - 12 easy-to-edit game templates that can be customized with training content to motivate and engage learners. Includes games like JEOPARDY!, Wheel of Fortune, Trivia, and others.
- Lectora
- CenarioVR
- Rehearsal
- MicroBuilder
- Rockstar Learning Platform
- CourseMill
- Asset Library
Products and services
- CenarioVR
- The Training Arcade
- Arcades
- Lectora
- MicroBuilder
- Rehearsal
- Rockstar Learning Platform
- CourseMill
- The Studio
- Custom eLearning Development Services
- Talent Staffing Services
- Learning Strategy & Transformation Services
Quantifiable outcome
- Reduced safety incidents through VR training simulations
- +3 more outcomes
Companies that use The Game Agency
Customer profileNamed customers19 records
Segments6 records
Ideal customer profiles2 records
The Game Agency technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature10 records
The Game Agency partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Inspire AccessibilityminorAccessibility partnership providing digital accessibility resources and support for learners with disabilities. ELB Learning leverages Inspire Accessibility resources to enhance learning experiences for all users.
Scale indicators3 records
Recent moves6 records
Expansion highlights8 records
The Game Agency competitors and assessment
Company assessmentBroad incumbents
- Cornerstone OnDemand: Cornerstone is a broad enterprise talent and learning incumbent that competes for the same corporate L&D budgets as ELB Learning's LMS products, often displacing point tools during platform consolidation cycles.
- Skillsoft: Skillsoft is a broad incumbent combining enterprise learning content (compliance, leadership, tech skills) with its own LMS and authoring, competing with ELB's off-the-shelf courseware resale business and platform plays.
- Degreed: Degreed is a learning experience platform incumbent that competes with ELB's LMS offerings and increasingly with its AI-powered authoring and skill-building workflows at enterprise scale.
- Adobe (Captivate): Adobe Captivate is a long-standing authoring tool incumbent that competes directly with Lectora for power-author use cases and benefits from Adobe's broader Creative Cloud distribution and enterprise agreements.
Direct peers
- Kahoot!: Kahoot! is a direct competitor in game-based learning and gamification for corporate training, overlapping directly with The Training Arcade on trivia-style engagement and learner competitions inside enterprise L&D programs.
- Docebo: Docebo is an AI-powered enterprise LMS that overlaps with CourseMill and Rockstar Learning Platform, and increasingly competes in the same learning ecosystem procurement decisions for Fortune 500 buyers.
- Articulate: Articulate is a direct competitor in the eLearning authoring space with Storyline and Rise, targeting the same L&D professionals and competing head-to-head with Lectora and MicroBuilder for rapid course authoring budgets.
Emerging players
- WorkRamp: WorkRamp is an emerging all-in-one learning platform focused on customer and partner education, overlapping with CourseMill's collaborative LMS positioning and competing for the same mid-market and enterprise buyers adopting PLG learning tools.
- Thought Industries: Thought Industries is an emerging external training cloud competing with CourseMill/Rockstar for customer education and partner enablement use cases, and overlapping with Rehearsal on AI-driven learning experiences.
- iSpring Solutions: iSpring is a PowerPoint-integrated authoring toolkit that competes with Lectora and MicroBuilder for rapid course creation, especially in SMB and compliance training budgets.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
The Game Agency social profiles
Digital presenceThe Game Agency compliance and trust
Trust signalCompliance2 records
The Game Agency financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Game Agency leadership team
Management profileNumber of profiles
Profiles4 records
The Game Agency funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Game Agency 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 The Game Agency
What does The Game Agency do?
ELB Learning (operating as The Game Agency) provides an integrated eLearning ecosystem combining AI-powered authoring tools (Lectora, MicroBuilder), gamification platforms (The Training Arcade and Arcades), browser-based VR simulation technology (CenarioVR), AI video coaching (Rehearsal), and learning management systems (CourseMill, Rockstar Learning Platform) for enterprise and government training. The product suite is complemented by custom eLearning course development, staff augmentation, and learning strategy consulting services.
Is The Game Agency a public or private company?
The Game Agency is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was The Game Agency founded?
The Game Agency was founded in 2007. It employs 11 to 50 people.
Where is The Game Agency based?
The Game Agency is headquartered in Stamford, United States, in the North America region.
How does The Game Agency make money?
Four revenue lines are on record. Software Subscriptions are the primary driver. The others are professional Services, talent Staffing and off-The-Shelf Courseware.
Who are The Game Agency's main competitors?
Broad incumbents on record are Cornerstone OnDemand, Skillsoft, Degreed and Adobe (Captivate). Direct peers are Kahoot!, Docebo and Articulate. Emerging players are WorkRamp, Thought Industries and iSpring Solutions.
Does The Game Agency have an API?
No public API is recorded for The Game Agency.
What industry is The Game Agency in?
The Game Agency's product category is eLearning Software. Its primary akta.pro industry code is EDAFAHAF, Game-Based Learning & Gamification Authoring, with a secondary code of EDAFAHAA, Rapid eLearning Authoring Tools. Its NAICS code is 611710 and its SIC code is 8200.