Ululab

What Ululab does

Ululab Inc. is a Montreal-based educational game studio founded in 2012 by François Boucher-Genesse, Jean-Guillaume Dumont, and Dany Joly, all former contributors to Halo 3. The company designs physics-based puzzle games in which mathematical concepts such as fractions, place value, addition, subtraction, and multiplication are embedded directly in gameplay mechanics rather than presented as separate exercises, allowing pre-readers and children with language or learning disabilities to use the product without reading. Its portfolio comprises the Math Makers subscription app (iOS/Android, launched 2021, 500+ puzzles, supporting up to three child accounts per family), the Slice Fractions and Slice Fractions 2 standalone titles (one-time $3.99 purchases on iOS and Google Play, available in 15 languages), and the free Math Makers School Zone educator platform with classroom management and grade 1-6 lesson plans.

The business model is primarily product-led growth: parents self-serve through a 7-day free trial into recurring Math Makers subscriptions, with billing processed through Apple App Store, Google Play, and RevenueCat, and legacy revenue from one-time Slice Fractions 2 purchases. Educators access Math Makers School Zone for free, which serves as a top-of-funnel and credibility channel rather than a revenue stream. Distribution is global via app stores, supported by earned media (Vodafone, La Presse, Common Sense Media, Pocket Gamer, CTV News), organic social (Twitter, Facebook, Instagram), and email lifecycle marketing via ActiveCampaign. The technology stack is built on Unity, with Azure, AWS, and PlayFab providing backend infrastructure, and AppsFlyer (Strict Mode) and Firebase providing kidSAFE/COPPA-compliant analytics and attribution.

The studio operates with 1-10 employees and has been funded exclusively by non-dilutive grants from the Canada Media Fund and Creative Export Canada; no venture or private equity capital is disclosed. Ululab holds multiple privacy and safety certifications including kidSAFE, COPPA, FERPA, and GDPR compliance, and is supported by academic research partnerships with UQAM and McGill University that produced a peer-reviewed 10.5% improvement in math scores after three hours of play. The franchise has accumulated over 1 million users and a portfolio of international awards including Apple Best of 2014, Apple Editor's Choice, Bologna Ragazzi Digital Award, and multiple Serious Play Gold Medals.

Name

Ululab

Legal name

Ululab Inc.

Website

https://ululab.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

Ululab is a Montreal-based educational game studio that builds physics-based puzzle games embedding math concepts directly into gameplay for children ages 4-10, distributed via a Math Makers subscription app and one-time Slice Fractions titles to parents globally, with a free School Zone platform serving K-6 educators.

Ownership category

akta.pro rank

Product category

Educational Mobile Games

NAICS

Exam Preparation and Tutoring (611691), All Other Miscellaneous Schools and Instruction (611699)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Math Games, Puzzles & Recreational Math Programs (EDAMAEAM)

akta.pro secondary industries

Online Math Enrichment Platforms & Courses (EDAMAEAF), Problem-Solving & Enrichment Classes (Non-competition) (EDAMAEAB)

Keywords

• Educational mobile games
• Math learning apps
• Children's edtech
• Physics-based puzzles
• Curriculum-aligned games

Headquarters

HQ city

Montréal

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. Math Makers Subscription: Recurring subscription model for Math Makers app. Families can subscribe for ongoing access to new content. Up to 3 children can play on one account. 7-day free trial with automatic renewal. School Zone edition is free for educators.
2. Slice Fractions One-Time Purchase: Slice Fractions (original) is free on Google Play. Slice Fractions 2 is priced at $3.99 as a one-time purchase on iOS and Google Play. No in-app purchases or ads.
3. School Zone Free Access: Free access for educators and their students through the School Zone platform. No revenue from this channel.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Ululab develops and publishes mobile educational games that teach mathematics to children ages 4-10 through physics-based puzzles where math concepts are embedded directly in gameplay mechanics. The portfolio includes the subscription-based Math Makers app, the standalone Slice Fractions and Slice Fractions 2 apps, and a free Math Makers School Zone platform for educators with classroom management and curriculum-aligned lesson plans.

Product overview

Ululab is a Montreal-based educational game studio producing a portfolio of math learning games. The core offering is Math Makers, a subscription-based mobile app (iOS/Android) for children ages 4-10 featuring physics-based puzzles that teach addition, subtraction, fractions, place value, and numeracy. Supporting the portfolio are two standalone titles — Slice Fractions and Slice Fractions 2 — which are one-time purchase games ($3.99 each) focused specifically on fraction concepts. For schools, Math Makers School Zone provides a free classroom management platform with lesson plans aligned to grades 1-6. All products emphasize learning through gameplay without relying on text or language.

Differentiator

Problem solved

Functional benefit

Products and services

• Math Makers Subscription-based educational math game for children ages 4-10, teaching addition, subtraction, fractions, place value, and numeracy through hidden math lessons in physics-based puzzles. Features Creative Mode for user-generated levels and supports up to 3 child accounts per family. Available in 15 languages with 7-day free trial.
• Slice Fractions Award-winning physics-based puzzle game teaching fractions to children through ice and lava mechanics. Features 140+ puzzles across multiple worlds, 15 language support, and no in-app purchases or ads. Free on Google Play with optional content unlock.
• Slice Fractions 2 Sequel to Slice Fractions, featuring new game mechanics with creatures that move, multiply, and reveal hidden fractions. Contains 100+ puzzles in 3 colorful worlds with pet collection features. Priced at $3.99 per platform with no in-app purchases.
• Math Makers School Zone Free classroom edition of Math Makers for educators, allowing teachers to set up and manage classrooms and student accounts. Includes pedagogical guide and lesson plans aligned to grades 1-6, covering place value, fractions, multiplication, and more. Accessible via web browser, iOS, and Android.

Quantifiable outcome

• 10.5% improvement in children's math scores after 3 hours of gameplay
• +2 more outcomes

Named customers2 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

Integration6 records

Feature5 records

Partnerships

Seven partnerships are on record, tiered core, key and infrastructure.

• UQAM (Université du Québec à Montréal)coreStrategic or Co-development PartnerCollaboration with university researchers from UQAM for game design and pedagogical validation. Stéphane Cyr (Department of Mathematics), Martin Riopel (Department of Didactic), and Virginie Houle (Department of Education) provided research guidance. Study demonstrated 10.5% improvement in math scores.
• McGill UniversitycoreStrategic or Co-development PartnerCollaboration with researchers from McGill's Department of Educational and Counselling Psychology including Adam Dubé Ph.D., Run Wen Ph.D. candidate, and Gulsah Kacmaz Ph.D. candidate for educational research and validation.
• kidSAFE Seal ProgramkeyOthersMath Makers is certified by the kidSAFE Seal Program, providing independent verification of child safety compliance for COPPA compliance and parental trust.
• Microsoft AzureinfrastructureTechnology or IntegrationCloud infrastructure platform used for data management, account storage, and backup services. Data is backed up on Microsoft Azure servers.
• PlayFab (Microsoft)infrastructureTechnology or IntegrationLive ops backend platform used for account management, game progress synchronization across devices, and player data management.
• RevenueCatinfrastructureTechnology or IntegrationSubscription and in-app purchase management platform for processing payments and managing subscription validity.
• Amazon Web ServicesinfrastructureTechnology or IntegrationCloud services platform used for live ops backend infrastructure and data management.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• ABCmouse (Age of Learning): ABCmouse is one of the largest subscription-based early learning platforms for ages 2-8, covering math, reading, science, and art. It targets the same parent persona and age range as Ululab but offers a much broader curriculum at scale as an established incumbent.
• Khan Academy Kids: Khan Academy Kids is a free, comprehensive early learning app from the Khan Academy nonprofit covering reading, math, and social-emotional skills for ages 2-7. While it serves a similar parent-driven category, its scope is much broader than Ululab's math-only focus, making it a broader incumbent rather than a direct math specialist.
• Coolmath Games: Coolmath Games operates a large free-to-play web gaming platform with a math-branded identity, though its content is largely recreational rather than curriculum-aligned. It overlaps with Ululab in the math-themes-games space but serves an older, more casual audience and is not a curriculum specialist.

Direct peers

• Prodigy Education: Prodigy Education produces a free, game-based math learning platform for grades 1-8 with an optional premium subscription model. It is one of the largest direct competitors in the kids' math game category with reported tens of millions of users and a freemium conversion model similar to Ululab's Math Makers.
• SplashLearn: SplashLearn offers a math and reading learning platform for K-5 children through game-based adaptive content, with subscription monetization. Its direct overlap with Ululab's age range (4-10), subject focus, and self-serve parent acquisition makes it one of the closest competitors.
• Bedtime Math Foundation: Bedtime Math delivers daily math problems and activities to families with young children to make math fun and engaging. It targets a similar parent persona and age group as Ululab, focused on improving math attitudes and outcomes through accessible daily content.
• DragonBox (Kahoot!): DragonBox Numbers and the broader DragonBox suite (now part of Kahoot!) create game-based math learning experiences for children, mirroring Ululab's approach of embedding math concepts in puzzle gameplay. DragonBox's acquisition by Kahoot is the clearest comparable exit for a math-game studio.
• Teach Your Monster: Teach Your Monster creates playful learning games for early reading and math, founded in the UK with a non-profit background. Its game-based, character-driven approach to foundational literacy and numeracy shares a similar design philosophy and age range with Ululab's math games.
• Motion Math: Motion Math creates adaptive mobile games that teach fractions, decimals, and other K-6 math concepts through interactive visualizations. Their product philosophy of embedding math concepts in engaging interactive experiences closely mirrors Ululab's game-embedded math approach.
• Matific: Matific provides math learning activities and worksheets for K-6 students, used by schools and parents globally. It shares the curriculum-aligned math instruction mission, multi-language localization, and educator/parent dual-channel model of Ululab.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/ululab
• Facebookfacebook.com/ululab
• Instagraminstagram.com/mathmakersgame
• LinkedInlinkedin.com/company/ululab-inc-

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds1 record

Investors1 record

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 Ululab