Play It

What Play It does

Play It is a Belgium-based (Kortrijk) SaaS company that has built a game-based corporate training platform focused on workplace safety, cybersecurity/GDPR compliance, and onboarding. Founded in 2012 by Brecht Kets (CEO) and Mike Ptacek (CPO) after a decade of teaching game development, the company serves more than 100 enterprise customers across Belgium, the Netherlands, Austria, France, and the United Kingdom, including Borealis, AB InBev, Basic-Fit, Delhaize, Kinepolis, Recticel, Mowi, and Colruyt Group. Its three commercial product lines are Play it Safe (occupational health and safety training), Play it Secure (cybersecurity and GDPR training), and Play it Creator (a no-code authoring tool for custom simulations), all delivered on the central Play it Platform.

The platform is a cloud-based SaaS built on the Unity game engine and deployable on web browsers, iOS, Android, and Meta Quest VR. Core technology features include 360-degree photo-realistic 3D workplace simulations, more than 40 interaction types, automated text-to-speech voiceovers across 30+ languages, and integrations with enterprise learning ecosystems via SCORM, LTI, REST API, and SSO providers (OpenID Connect, Azure AD, Google, OneLogin). Learning efficacy is anchored to a Ghent University doctoral study reporting 4x faster training progress and 30% better retention, and customer outcomes include a 30% drop in safety incidents at Borealis and lost-time incidents falling from 4 to 0 at Recticel.

Play It monetizes through per-seat SaaS subscriptions governed by Master Subscription Agreements, custom game development services (billed 50% at agreement, 50% before delivery), and recurring Creator tool access for self-authored content. Distribution combines direct enterprise field sales, a structured channel partner program (MSA Partner agreement) covering occupational health and HR resellers such as Mensura, Liantis, Idewe, Securex, and AXA, and product-led growth through Play it Creator. The team is approximately 15 people, the company is privately held with no disclosed external funding, and recognition includes the Deloitte Fast 50 #22 ranking in 2022, the WSA Award in 2024, and the Aureus Prize for game-based learning innovation.

Name

Play It

Legal name

PLAY IT BV

Website

https://playit.training

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Play It is a Belgium-based SaaS platform delivering game-based corporate training in workplace safety, cybersecurity/GDPR compliance, and onboarding via Unity-powered 360° simulations. Founded in 2012, it serves 100+ enterprise clients across Europe with multilingual, multi-device courseware.

Ownership category

akta.pro rank

Product category

Corporate Training Software

NAICS

Software Publishers (5132), Business Schools and Computer and Management Training (6114), Professional and Management Development Training (61143)

SIC

Services-Prepackaged Software (7372), Services-Educational Services (8200), Services-Computer Programming Services (7371)

akta.pro primary industry

Serious Games & Simulation Studios (Training, Defense, Enterprise) (MPAFAAAH)

akta.pro secondary industries

Interactive Learning Games & Gamified Courseware (EDAGALAL), Online Learning Content & Course Publishing Platforms (BPAMAJAL), Simulation, Scenario & Serious Games Design (EDAGAKAH)

Keywords

• Game-based learning
• Corporate training software
• Safety training simulations
• Cybersecurity awareness training
• Compliance e-learning

Headquarters

HQ city

Kortrijk

HQ country

Belgium

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. SaaS Subscription Licenses: Annual or multi-year subscription licenses for access to the Play it platform, learning games catalog, and LMS. Billed per authorized user/seat, with fees subject to yearly revision per Agoria index. The primary revenue stream, governed by Master Subscription Agreements with named Sales Orders.
2. Custom Game Development: Bespoke game-based learning content tailored to a customer's specific workplace, procedures, branding, and training needs. 50% invoiced at agreement date, remaining 50% before delivery. Additional work charged at hourly rates.
3. Play it Creator Tool (Self-Authoring): Customers use the Creator tool themselves to build and maintain their own training games, reducing ongoing professional services dependency and enabling land-and-expand within enterprise accounts.

Pricing tiers

Go-to-market motion4 records

Distribution channels5 records

Marketing channels7 records

Core offering

Play It is a cloud-based SaaS game-based learning platform that delivers interactive simulation games for corporate training in workplace safety, cybersecurity/GDPR compliance, onboarding, and first aid. The platform combines a no-code authoring tool (Play it Creator), an off-the-shelf content catalogue, LMS integration via SCORM/LTI/API, and multi-platform deployment across web, iOS, Android, and Meta Quest VR in 30+ languages with automated text-to-speech voiceovers.

Product overview

Play It offers a game-based corporate training platform with three core solutions: Play it Safe (occupational health and safety training), Play it Secure (cybersecurity and GDPR compliance training), and Play it Creator (authoring tool for custom content). The Play it Platform serves as the central SaaS hub where all learning games are accessed, managed, and tracked. Users can choose from pre-built courses in the Content Catalogue or create custom training using the Creator tool, with all content accessible across web, mobile, tablet, and VR devices in 30+ languages.

Differentiator

Problem solved

Functional benefit

Brands

• Play it Safe: Safety training solution covering first aid, fire prevention, ergonomics, hygiene, psychosocial support, and internal traffic.
• Play it Secure
• Play it Creator

Products and services

• Play it Platform A cloud-based SaaS learning platform that hosts, delivers, and tracks game-based training accessible via web, mobile, tablet, or VR. Includes dashboards, 40+ interaction types, and integration with enterprise LMS systems.
• Play it Safe Game-based workplace safety training solution covering first aid, fire prevention, ergonomics, hygiene, psychosocial support, and internal traffic. Designed for enterprise safety officers and employees in industrial and operational settings.
• Play it Secure Game-based cybersecurity and GDPR compliance training covering phishing, mobile security, password management, physical security, and data protection. Designed for enterprise security and compliance teams and their employees.
• Play it Creator No-code authoring tool that lets enterprise training teams build custom game-based learning content using 360° photos. Includes auto-translation to 30+ languages, automated text-to-speech, and one-click publishing to web, iOS, Android, and VR.
• Content Catalogue Pre-built library of game-based learning courses covering safety, security, and compliance topics, available in 20+ languages with automatic voiceovers and standard deployment within 24 hours.

Quantifiable outcome

• 4x faster training progress (scientifically validated by Ghent University doctoral study)
• +7 more outcomes

Named customers14 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature6 records

Partnerships

15 partnerships are on record, tiered core, notable and minor.

• The Learning HubcoreStrategic or Co-development PartnerStrategic partnership between Play it and The Learning Hub, a company with an established reputation in L&D services. The collaboration aims at offering companies and employees extended learning possibilities by uniting expertise to revolutionize digital learning experiences.
• MensuracoreStrategic or Co-development PartnerPartnership between Play it's innovative game-based learning platform and Mensura's expertise as an external occupational health service. The combination creates a perfect pairing for delivering comprehensive workplace health and safety training solutions.
• EnhesanotableGTM or Marketing PartnerCo-hosted webinar on 'From Regulation to Readiness: Rethinking Compliance Training for a Safer Workplace.' Enhesa provides regulatory intelligence on EHS regulations while Play it provides game-based training delivery — a complementary go-to-market pairing.
• NineIDnotableTechnology or IntegrationCollaborated with NineID to develop an interactive digital solution for Envalior Antwerp that supports both safety training and contractor management. NineID provides the contractor management platform that integrates with Play it's game-based training.
• EU / ESF (European Social Fund)notableOthersEU and ESF co-funded programs referenced as partners, indicating EU-level funding or co-investment in Play It's development.
• ToreonnotableStrategic or Co-development PartnerCybersecurity and data protection consultancy. Toreon worked with Play it on game-based GDPR training, applying cybersecurity expertise to content development for Play it's Play it Secure solution.
• LiantisnotableChannel Partner/ Reseller/ DistributorOccupational health and safety service provider listed as a partner. Liantis offers HR and safety services, likely reselling or integrating Play it's game-based training into their service offerings.
• IdewenotableChannel Partner/ Reseller/ DistributorExternal occupational health service listed as a partner. Idewe provides integrated occupational health services, likely incorporating Play it's game-based training into their portfolio.
• KinepolisnotableChannel Partner/ Reseller/ DistributorEntertainment company and partner using Play it's GDPR/data protection training. Kinepolis has multiple roles and risks across multiple countries, making Play it's multi-language, multi-role training suitable.
• SBMminorChannel Partner/ Reseller/ DistributorListed as a partner in the 'Our Partners' section. SBM appears to be a service provider integrating or reselling Play it's training solutions.
• SecurexminorChannel Partner/ Reseller/ DistributorHR and legal service provider listed as a partner. Securex likely incorporates Play it's game-based learning into its HR and compliance service offerings.
• AmbitsminorChannel Partner/ Reseller/ DistributorListed as a partner in the 'Our Partners' section. Ambits appears to be a business/service partner integrating or promoting Play it's solutions.
• DPIminorChannel Partner/ Reseller/ DistributorListed as a partner in the 'Our Partners' section.
• AXAminorChannel Partner/ Reseller/ DistributorListed as a partner. AXA may integrate Play it's safety training into workplace insurance or employee wellbeing offerings.
• CSVminorChannel Partner/ Reseller/ DistributorListed as a partner in the 'Our Partners' section.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Mursion: AI- and VR-powered simulation training focused on soft skills, leadership, and workplace scenarios. Comparable simulation-driven training model targeting enterprise learning outcomes similar to Play It's measurable behaviour-change claims.
• SweetRush: Custom learning solutions provider that builds gamified and simulation-based corporate training content. Comparable custom development + SaaS hybrid model and similar use cases (compliance, safety, soft skills) to Play It.
• Axonify: Frontline-focused microlearning platform with gamification and personalised training for deskless workers. Closely comparable to Play It's enterprise frontline safety and onboarding use cases, with similar gamification and engagement emphasis.
• Talespin: Extended reality (XR) platform for enterprise learning, with focus on workforce training and skill development. Directly overlaps with Play It in the immersive, game-based corporate training category.
• Interplay Learning: Provides VR and simulation-based training for skilled trades and industrial workforces. Highly comparable to Play It's game-based, simulation-heavy approach to workplace safety and technical skills training using immersive environments.
• STRIVR: Enterprise VR training platform used for employee onboarding, safety, and operational training. Competes with Play It on immersive, VR-delivered corporate learning for frontline and enterprise workforces.
• EduMe: Mobile-first microlearning platform for frontline and deskless workers, sold largely via enterprise SaaS subscriptions. Comparable buyer (enterprise L&D), similar use cases (onboarding, safety, compliance), and overlapping geographic footprint.

Broad incumbents

• Cornerstone Ondemand: Large enterprise learning suite already integrated with Play It via SCORM/LTI. Represents both a go-to-market partner and a competitive incumbent offering broader talent and learning capabilities inside the same procurement cycles.
• Docebo: Public enterprise LMS platform increasingly embedding AI-driven authoring and gamification features. Competes indirectly by bundling similar capabilities into an enterprise suite many of Play It's target buyers already use.
• Kahoot!: Public game-based learning platform with a much broader (consumer + enterprise) audience. Overlaps with Play It in the game-based learning category but serves a wider market, including K-12, education, and corporate training verticals.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/playitsafelearn
• YouTubeyoutube.com/@playit-gamebasedlearning
• Facebookfacebook.com/playitgamebasedlearning
• LinkedInlinkedin.com/company/playittraining
• Instagraminstagram.com/playittraining

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Play It