UMA

What UMA does

UMA, operating through its legal entity UMA LABS LIMITED, is a UK-based game development company building a sandbox platform for "meaningful" play-based experiences. Its flagship product, Cubit, is a cozy sandbox world where users can explore, create, express themselves, set goals, and connect with others, framed around a mission to use play as a force for good. The company also offers Loop, a mobile application extending its play experiences to a second surface, and operates under a vision of enabling people to play, make, and share games within a unified platform.

The technology stack centers on a custom game engine and sandbox environment supporting user-driven creation and community interaction, though no AI/ML capabilities, APIs, or SDKs are publicly disclosed. Distribution is entirely digital and self-serve: access to the Cubit playtest is gated through a Discord community program and an email waitlist, with secondary reach via TikTok, YouTube Shorts, and Instagram channels under the @cubit_world brand.

UMA is pre-revenue, with no publicly disclosed pricing or monetization model, and operates with a small team of 1-10 employees led by co-founders Alice Ursini (CEO) and Novella Mazzei (CCO). Capital has come from accelerator participation in Techstars (2021) and investment from Dune Ventures (2022), Carina Fund, and Riot Games, the latter two signaling strategic alignment with the gaming sector. The business model and customer base remain in formation, with the company explicitly still in the playtest and product-development phase.

Name

UMA

Legal name

UMA LABS LIMITED

Website

https://uma.games

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

UMA is a UK-based game development company building Cubit, a sandbox world platform for creating, playing, and sharing meaningful games. Currently in playtest, it serves players and creators through Discord-led community access.

Ownership category

akta.pro rank

Product category

Game-Based Learning Platform

NAICS

Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (5182)

SIC

Services-Computer Integrated Systems Design (7373), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

UGC Game Creation Platforms (Roblox-like, Fortnite Creative, Core) (MPAFAIAA)

akta.pro secondary industries

Creator Economy & Monetization Tools for UGC (tips, subs, rev share, payouts) (MPAFAIAI), Game Server Hosting & Community Infrastructure (private servers, matchmaking communities) (MPAFAIAF)

Keywords

• Game-based learning
• Sandbox gaming platform
• Game creation tools
• Learning through play
• Social casual games

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. Undisclosed: Revenue model not publicly disclosed. The company is currently in development/playtest phase with no pricing or monetization details provided.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

UMA develops and operates Cubit, a cozy sandbox world game where users can explore, create, connect, express themselves, set goals, and find their rhythm. The company is building a platform that lets people play, make, and share meaningful games, with the stated mission of using play as a force for good to enrich, enable and connect people. Distribution during development is via a Discord-based access program and email waitlist, with a companion mobile app called Loop also referenced.

Product overview

UMA is a game development company operating as a single unified product/platform ecosystem focused on play-based experiences. The primary product is Cubit, a sandbox world platform where users can play, make, and share meaningful games. The company also offers a mobile app called Loop. The vision centers on building a platform where play enables people to explore, create, and connect with each other.

Differentiator

Problem solved

Functional benefit

Brands

• Cubit: A cozy sandbox world where users can explore, create, and connect. Express yourself, set your goals, find your rhythm.
• Loop

Products and services

• Cubit Cozy sandbox world game where users can explore, create, connect, express themselves, set goals, and find their rhythm. It is the core product of UMA's platform for play, making, and sharing meaningful games, currently distributed in playtest via Discord and email waitlist.
• Loop Mobile application offered by UMA for engaging with the company's play experiences; referenced in UMA's privacy policy alongside the website and other services.

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Emerging players

• Koji: Enables creators to build and monetize interactive, embeddable experiences without code. Comparable in the "lower the bar to creation and sharing" thesis, but on a lighter, web-native surface.
• Overwolf: Creator platform for in-game apps, mods, and tools across PC games. Adjacent to UMA's UGC play/make model — comparable in the creator-tooling layer rather than full game experience.

Broad incumbents

• Epic Games (Fortnite Creative): Epic's Fortnite Creative mode is a UGC game creation surface inside Fortnite, alongside a much broader games-and-engine portfolio. The largest incumbent benchmark for user-created experiences at scale.

Direct peers

• Manticore Games (Core): Built Core, a UGC game creation platform explicitly positioned against Roblox. Provides a near-direct comparison to UMA's "platform for play, make, share meaningful games" thesis, and a recent cautionary tale in the category.
• Highrise (Hike): Mobile-first UGC social game platform with user-created worlds, social avatars, and creator monetization. Comparable in audience (younger consumers) and lightweight UGC play/make/share loop.
• Roblox Corporation: Operates Roblox, the dominant UGC gaming platform where users play, make, and share games. Most direct comparable to UMA's Cubit play/make/share sandbox model.
• IMVU: Long-running UGC social/experience platform with user-created 3D worlds and a strong creator economy. Comparable sandbox-plus-monetization model relevant to UMA's roadmap.
• The Sandbox: UGC voxel-based virtual world where users build, own, and monetize game-like experiences. Comparable to UMA's sandbox model with an added creator-economy monetization layer.
• Rec Room: Cross-platform UGC social gaming platform with user-created rooms and games, focused on community-driven play. Closely comparable to UMA's sandbox UGC vision and tween/teen-friendly positioning.
• Decentraland: UGC 3D virtual world where users build, play, and monetize experiences. Direct comparable to UMA's sandbox play/make/share model with its own creator economy.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@Cubit_World/shorts
• Instagraminstagram.com/cubit_world
• TikToktiktok.com/@cubit_world
• Xx.com/uma__games

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds2 records

Investors2 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 UMA