Piing

What Piing does

Piing is a Manchester-headquartered (registered Stockport), remote-first software company that operates a browser-based crowd gaming platform for stadium-scale live events. Its core technology allows fans to join games by scanning a QR code on the stadium big screen — no app download required — and use their phones as controllers for real-time, mass-participation games including PenKick (penalty shootouts) and Quiiz (live trivia), with the platform proven to synchronize 50,000+ simultaneous players. Piing also offers a Game CMS for rapid team kit customization, an "earned data" opt-in flow (65% opt-in rates), and integrates Dolby.io ultra-low-latency streaming for presenter-driven experiences.

Piing monetizes through a hybrid B2B model: (a) multi-year supplier agreements with sports rights holders such as Manchester City FC, Charlotte FC, AFC Ajax, and Brighton & Hove Albion, embedding Piing in matchday pre-game, halftime, and hospitality entertainment; and (b) per-event brand activations for sponsors and advertisers including McLaren Racing, Adidas, Auto Trader, Barclays, and Allwyn, often delivered in partnership with agencies like MKTG. Go-to-market is enterprise field sales, complemented by channel partners and event-driven deployments at venues from Wimbledon's queue to the AO Arena and Printworks Manchester.

The company is self-funded, private (Piing Ltd, incorporated in England & Wales), and operates with a small team. It has accumulated reference customers across at least four sports verticals (football, tennis, F1/motorsport, basketball) and three continents, holds three Guinness World Records, won the 2025 Sports Technology Awards category for Best Technology for Fan Engagement, and has signaled it is "ready to talk to investors" to underwrite continued US and Southern Europe expansion.

Name

Piing

Legal name

Piing Ltd

Website

https://piing.events

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Fan Engagement Technology

NAICS

Spectator Sports (71121)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro industry

PRIMARYBPAMAKAI

Game Streaming & Spectatorship Platforms

Business & Public Services/Web, Mobile & Digital Platforms/Gaming Platforms & Digital Worlds

Keywords

• Crowd gaming platform
• Fan engagement technology
• Stadium activation games
• Live event gamification
• Mobile browser games

Headquarters

HQ city

Manchester

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Brand Activations: Custom branded games for brands at sporting events. Brands like McLaren, Wimbledon/Barclays, Thompson, Auto Trader get visible integrated brand experiences.
2. Rights Holder Partnerships: Multi-year supplier agreements with sports clubs (Manchester City FC, Charlotte FC, Ajax) for matchday entertainment.
3. Fan Data Collection: Opt-in marketing data collection (65% opt-in rate) and first-party data earned through gameplay before collection.

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Piing operates a real-time crowd gaming platform that enables entire stadiums of fans (50,000+) to play simultaneous browser-based arcade games on big screens using their smartphones as controllers via QR code access, with no app download required. The platform delivers flagship games including PenKick (penalty shootout) and Quiiz (live trivia) plus customized variants for sports clubs, brands, and event organizers, supporting brand activations, sponsorship integration, and first-party data collection at sporting venues worldwide.

Product overview

Piing is a crowd gaming platform that delivers big games on big screens for large-scale events and venues. The core platform enables mass-participation arcade games (50,000+ players) where fans use their phones as controllers via browser-based QR code access. The product portfolio centers on two flagship offerings: PenKick (penalty shootout game) and Quiiz (interactive quiz gameshow), supplemented by game variants including Footy Rebound, Footy Racer, Basketball Racer, Soccer Race, Soccer Tennis, Hockey Racer, Piing Prix, Buggy Race, and Mountain Biking. Piing also creates branded game variants for partners such as McLaren (Racing Game), Barclays (Tennis Racer), and Adidas (Quiiz). The platform is deployed at stadiums, fan parks, watch parties, and venues worldwide, integrating with big screen displays and offering data collection, sponsorship integration, and brand activation capabilities.

Differentiator

Problem solved

Functional benefit

Products and services

• Games for Crowds Platform Mass-participation arcade gaming platform enabling entire stadiums of fans to play games simultaneously using smartphones as controllers via browser-based QR code access, with big screen displays, real-time synchronization, and data collection capabilities.
• PenKick Penalty shootout game where crowd members scan a QR code to take penalty kicks displayed on the stadium big screen, with team selection, simultaneous shots, and individual speed/accuracy rankings.
• Quiiz Interactive quiz gameshow running on big screens with audience participation via smartphones, supporting 50,000+ players with customizable questions, live presenter interaction, and branded integrations.
• Footy Rebound Football rebound game in Piing's suite of crowd games available for fan engagement activations at venues such as Brighton & Hove Albion.
• Footy Racer

Quantifiable outcome

• 50,000+ simultaneous players in single game
• +6 more outcomes

Named customers15 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature6 records

Partnerships

23 partnerships are on record, tiered flagship, core and minor.

• McLaren RacingflagshipStrategic or Co-development Partner · 31 July 2025Custom racing game featuring vintage McLaren cars at Live London event with 1,100+ Quiiz players and 270 racing game players. Brand activation featuring McLaren partner Allwyn.
• Manchester City FCcoreStrategic or Co-development Partner · 1 July 2024Official Crowd Games Supplier multi-year deal enabling fans to play Piing games pre-match and at half-time in Etihad Stadium and Joie Stadium across men's and women's matches. Includes fanzones, Blue Carpet experience, and hospitality areas. First Premier League club to have such an arrangement.
• Bristol Street Motors EXCELR8coreStrategic or Co-development Partner · 24 March 2024Official BTCC partner with bespoke EXCELR8-branded game in fanzones, hospitality unit, and on the road at events. Piing branding on race car livery.
• Charlotte FCcoreStrategic or Co-development Partner · 29 February 2024Season-long partnership bringing PenKick halftime games to MLS. First 17 games with founding partner Ally in collaboration with MKTG. Expanded in 2026 with club partner Thompson. Generated 52,000+ players across 18 home games.
• Tampa Bay Rays/RowdiesminorStrategic or Co-development Partner · 21 November 2023US market expansion bringing games to baseball and soccer stadiums for major league fixtures.
• Lorraine O'BriencoreStrategic or Co-development Partner · 18 October 2023Non-Executive Director appointment bringing 25+ years sports marketing experience from Chelsea FC, Everton FC, global commercial partnerships.
• Fando FootballminorStrategic or Co-development Partner · 25 July 2023Interactive pre-show Quiiz competition for global soccer gameshow 'Glo-ball' with prizes up to £1,000.
• AFC AjaxcoreStrategic or Co-development PartnerWorld's biggest penalty shootout game at Johan Cruijff ArenA with 53,000+ fans. Created massive shared moment with team-based gameplay and 3D avatars.
• Wimbledon/AELTCflagshipStrategic or Co-development PartnerBarclays Tennis Racer game in the queue transforming waiting time into fun. 8,221 players across 423 races with grass court obstacles.
• AllwynminorGTM or Marketing PartnerPartner brand featured in McLaren racing game at Live London activation.
• Thompson (Charlotte FC Sponsor)minorGTM or Marketing PartnerTraining kit sponsor and club partner for Charlotte FC PenKick games in 2026 MLS season.
• American Express (Brighton & Hove Albion)minorGTM or Marketing PartnerPartner brand featured in Terrace fanzone interactive games at Brighton matches.
• Riyadh Air (Atletico Madrid)minorGTM or Marketing PartnerCommercial partner for pop-up activation with PenKick game outside Metropolitano stadium.
• MKTGcoreImplementation/ SI/ Consulting PartnerAgency partner for Charlotte FC/ALLY activation bringing Piing games to MLS.
• Auto Trader UKcoreStrategic or Co-development PartnerGuinness World Record-breaking Quiiz with 7,297 players for electric vehicle marketing campaign. Partnership since 2020 for employee engagement quizzes.
• Dolby.iocoreTechnology or IntegrationUltra-low latency streaming service integrated into Piing platform enabling tight feedback loop between players and presenters for TV-like experience.
• Movistar EstudiantesminorStrategic or Co-development PartnerFirst Spanish basketball club to invest in interactive gaming - 30% stadium participation (2,192 fans) at WiZink Center Madrid.
• AIX LIVEflagshipStrategic or Co-development PartnerEuro 2024 Fan Park activations at AO Arena Manchester with 15,000+ England fans across quarter-final, semi-final, and final matches.
• Samsung KXminorStrategic or Co-development PartnerGaming activations at Samsung King's Cross venue as part of Sport Industry Group Social event.
• Johan Cruijff ArenAcoreStrategic or Co-development PartnerDigital fan engagement for stadium tours following Reimagine Football award win.
• BarclaysflagshipGTM or Marketing PartnerSponsor for Tennis Racer at Wimbledon queue activation.
• AdidasflagshipStrategic or Co-development PartnerQuiiz powered at Euro 2024 halftime and Germany vs Netherlands match at Allianz Arena. Remote participation via Adidas app.
• Printworks ManchestercoreStrategic or Co-development PartnerGames on Europe's largest digital ceiling and Pump Yard screen. Part of £21m venue refurbishment. 5,000+ players since March.

Scale indicators13 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Stats Perform: Large sports data and AI company providing live data, betting feeds and Opta-powered fan experiences to leagues, media and brands. Broadly comparable as an incumbent sports-tech vendor serving the same rights-holder and brand customers Piing sells to, though focused on data rather than on-stadium crowd games.
• Sportradar: Global sports data and technology company serving leagues, media and betting operators with live data, content and ad-tech. Comparable as a large incumbent selling technology to the same global sports ecosystem that Piing targets, with broader scope but less focus on in-stadium crowd gaming.
• Hawk-Eye Innovations (Sony): Sports officiating, broadcast and fan-engagement technology owned by Sony, deployed across tennis, football, cricket and basketball. Broad incumbent overlap on stadium technology stacks and customer relationships at elite rights-holders.

Direct peers

• Satisfi Labs: Conversational AI fan-engagement platform for sports, entertainment and retail, used by MLB, MLS, NASCAR and Live Nation to deliver real-time interaction and data capture. Direct overlap on driving opt-in first-party data and sponsor ROI through live-event interactions.
• Supponor: Virtual advertising and broadcast augmentation technology for live sports, enabling sponsors to deliver region-specific, in-stadium brand activations. Comparable on enabling sponsor monetization inside stadium experiences, though focused on broadcast virtual signage rather than crowd gameplay.
• WSC Sports: AI-powered sports content and fan-engagement platform serving leagues, broadcasters and brands globally with real-time personalized video and engagement tooling. Comparable in serving elite sports rights-holders with technology that turns live events into interactive, monetizable fan experiences.
• Captive Media: UK-based venue interactive gaming company deploying phone-controlled, big-screen games in bars, venues and stadiums. Most direct overlap with Piing on the use of phones-as-controllers for crowd-scale gameplay, though focused historically on retail/hospitality venues rather than elite sports rights-holders.

Emerging players

• Zoomph: Sports sponsorship analytics and fan-engagement platform measuring social, content and sponsorship ROI for rights-holders and brands. Comparable on the data-monetization and sponsor-measurement angle that supports Piing's value prop to brand customers.
• Cosm: Immersive shared-experience venues combining large-format LED screens with real-time sports and entertainment content for crowds. Comparable on the "big screen + crowd + real-time data" formula Piing uses, with focus on physical venues rather than stadium-deployable games.
• Greenfly: Content collection, distribution and activation platform used by sports organizations and brands to capture and amplify fan-generated and event content. Adjacent comparable on the sponsor ROI, content activation and rights-holder tooling dimensions of Piing's proposition.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/piinglive
• Xx.com/piinglive

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Piing