ThisPlays2
ThisPlays2 is a Belgian digital signage and screen communication provider founded in 1988, serving 35+ industry verticals with LED walls, video walls, interactive displays, and content services under its proprietary COSOS methodology. Since June 2024 it operates as part of the Digitopia Group.
- Company typePrivate
- Founded1988
- HeadquartersSchoten, Belgium
- Headcount11–50
- GTM typeB2B
- OfferingServices
What ThisPlays2 does
ThisPlays2 NV is a Belgian digital signage and screen communication specialist founded in 1988 and headquartered in Wommelgem, Belgium. The company designs, installs, and operates digital signage systems, narrowcasting networks, LED walls, video walls, interactive touch-screen applications, social media walls, and wayfinding solutions for Belgian customers across 35+ industry categories including retail, hair and beauty, healthcare, automotive, food, museums, and nonprofits. Its delivery framework is built on the proprietary COSOS methodology (Content, Software, Screens), which structures projects into creative and technical trajectories, supported by an in-house content team for animations and motion graphics and a technical team for installation and ongoing support.
The business operates a multi-stream revenue model combining one-time hardware sales and recurring revenue streams. Equipment (LED panels, LCD screens, media players) can be purchased outright or rented under annual contracts that include on-site warranty. Annual software licenses for the Zebrix CMS, monthly background music subscriptions (via the Groevy brand within the Digitopia Group), and pay-as-you-go on-site support and installation services supplement the hardware revenue. Showbox, a proprietary metal display unit with a built-in transparent LED screen, represents the company's move into differentiated product hardware for retail and pharmacy applications.
Go-to-market combines direct sales (website inquiries, telephone, specialized email channels for sales, support, content, and music) with a channel partnership through L'Oreal, which refers partner salons for digital signage. Following the June 2024 acquisition by Digitopia Group, ThisPlays2 operates alongside sister entities Groevy (music) and TheMotion3 (content), enabling bundled offerings. The customer base spans SMBs (independent salons, butchers, interior shops) and enterprises (Krefel electronics retail, IQVIA pharmacies, Red Cross Flanders, Belgian Air Traffic Control). Revenue is not publicly disclosed, and the company operates without disclosed funding rounds or external investment.
ThisPlays2 firmographics
Firmographics- Name
- ThisPlays2
- Legal name
- ThisPlays2 NV
- Website
- https://thisplays2.com
- Company type
- Private
- Founded year
- 1988
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- ThisPlays2 is a Belgian digital signage and screen communication provider founded in 1988, serving 35+ industry verticals with LED walls, video walls, interactive displays, and content services under its proprietary COSOS methodology. Since June 2024 it operates as part of the Digitopia Group.
- Ownership category
- akta.pro rank
ThisPlays2 industry classification
Industry- Product category
- Digital Signage Services
- NAICS
- Postproduction Services and Other Motion Picture and Video Industries (51219), Custom Computer Programming Services (541511), Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (516210)
- SIC
- Services-Computer Programming Services (7371), Services-Motion Picture & Video Tape Production (7812)
- akta.pro primary industry
- Web Content Management (WCM) & Experience Platforms (Content Services) (HDAEAGAK)
Keywords
Where ThisPlays2 is headquartered
LocationHeadquarters
- HQ city
- Schoten
- HQ country
- Belgium
- HQ region
- Europe
Offices1 record
Markets served
ThisPlays2 business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- Equipment Sales: Sale of digital signage hardware including LED walls, LCD screens, video walls, and media players. Equipment can be purchased outright with ownership transferring upon full payment, or acquired through purchase on credit.
- Equipment Rental: Rental model where ThisPlays2 retains equipment ownership while customers pay periodic rental fees. Includes full on-site warranty during contract term.
- Software Licenses: Annual software licenses for display and programming of audiovisual content on screens. Licenses remain property of ThisPlays2 and are billed annually from equipment delivery date.
- Background Music Subscription: Subscription fees for music file availability, including copyright and duplication fees, personality rights of performing artists, and phonogram/film producer compensation. Periodic new titles offered.
- Content Creation: Audiovisual content creation including images and animations created on customer order. Copyright transfers to customer upon payment and when content consists of elements where customer holds full copyright.
- Installation Services: Technical installation and configuration services including cabling, internet connection setup, and equipment mounting. Additional charges for unforeseen works such as infrastructure preparation.
- On-site Support Services: On-site intervention services at 75 euros/hour plus 0.50 euro/km, including during warranty period. Optional separate service contracts for fixed monthly budgets.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Multi-year contract | Equipment Purchase - Full ownership transfer upon complete payment |
| Subscription | Annual | Equipment Rental - Monthly subscription with full on-site warranty |
| Subscription | Annual | Software License - Annual license for content management system |
| Subscription | Monthly | Background Music - Subscription including copyright fees |
| Unit Pricing | Pay-as-you-go | On-site Support - Hourly billed technical support |
| Unit Pricing | One time/ perpetual license | Equipment Removal - End of contract equipment pickup |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels7 records
ThisPlays2 product offering
Product offeringCore offering
ThisPlays2 provides end-to-end digital signage and screen communication solutions for businesses, including narrowcasting displays, LED walls, video walls, interactive touch screens, wayfinding systems, and social media walls. The company delivers the complete offering: hardware supply and installation (Samsung, Absen), content creation and animation, content programming via the Zebrix CMS platform, and ongoing technical support. Its proprietary COSOS methodology (Content, Software, Screens) structures every project, supplemented by background music subscription services delivered through the Groevy brand.
Product overview
ThisPlays2 is a full-service digital signage and screen communication provider offering a comprehensive solution built around its proprietary COSOS methodology (Content, Software, and Screens). The core product portfolio includes Digital Signage/Narrowcasting displays, LED Walls (using Absen hardware), Video Walls, Social Media Walls (via Seenspire integration), Wayfinding solutions, and Interactive Applications. These are supported by content creation services (video animations, motion graphics) and content programming using the Zebrix CMS platform. Additional offerings include Background Music through the Groevy brand and the Showbox product (metal display box with transparent screen for product showcasing). The company operates a creative and technical trajectory for each project, providing end-to-end deployment, installation, and ongoing support.
Differentiator
Problem solved
Functional benefit
Products and services
- Digital Signage / Narrowcasting Screen communication solution using digital displays to inform, inspire, and motivate customers. Supports both narrowcasting (targeted messages for specific locations/times) and broader digital signage deployments for businesses across multiple industry verticals.
- LED Walls Large-format LED panel installations for high-visibility applications including Absen LED walls with various pitch options (P2.5, P4, P6, K2.9D) for indoor and outdoor use, with brightness levels ranging from 1,000 to 6,000 candela. Used for storefront displays, road-facing visibility, and large-format digital signage.
- Video Walls Multi-screen video wall installations in various configurations (2x2, larger collages) for immersive display experiences. Supports synchronized content across multiple displays, including high-profile installations such as 19 synchronized screens controlled by 14 players for travel agency customers.
- Showbox Metal display box with built-in transparent screen and LED lighting for showcasing products. The product is placed inside the box where LED lighting highlights it while the transparent screen displays eye-catching animations with product information. Designed for retail pharmacy and product showcase applications.
- Background Music (Groevy) Customized background music solutions provided through the Groevy brand. Includes music licensing, programming, royalty management, personality rights of performing artists, and phonogram/film producer compensation. Music is programmed flexibly for brands and experiences across the shop floor.
Quantifiable outcome
- Significant additional sales of LCD screens following installation
- +1 more outcomes
Companies that use ThisPlays2
Customer profileNamed customers18 records
Segments12 records
Ideal customer profiles4 records
ThisPlays2 technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature4 records
ThisPlays2 partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core, major and minor.
- DigitopiacoreDigitopia, pioneer in digital signage and Smart Office Solutions, acquired ThisPlays2. ThisPlays2 is now a proud member of the Digitopia Group, bringing full-service digital signage, interactive solutions, and collaboration tools to organizations.
- L'OrealcoreThisPlays2 is a Partner of L'Oreal. L'Oreal recommends ThisPlays2 to its network of partner salons for digital signage installations, creating a referral channel for hair and beauty sector customers.
- Samsung ProfessionalmajorSamsung Professional provides screens and displays used in ThisPlays2 installations, including Samsung Professional displays with 4000 candela brightness for overcoming daylight and Samsung touch screens for interactive applications.
- GroevycoreGroevy is the music division of ThisPlays2 and part of the Digitopia Group. Provides customized background music services for retail and business environments, including music programming and rights management.
- TheMotion3coreTheMotion3 is the content creation division within the Digitopia Group ecosystem, providing video and animation content for ThisPlays2 digital signage solutions.
- ZebrixmajorZebrix provides the content management system (CMS) platform used for displaying and programming audiovisual content on customer screens. ThisPlays2 creates custom templates within the Zebrix platform.
- AbsenmajorAbsen provides LED wall technology, specifically the K2.9D model used in ThisPlays2 installations for high-visibility storefront displays.
- Retail OfficeminorRetail Office developed the new store concept for Oxfam, and collaborated with ThisPlays2 on implementing digital signage solutions within the redesigned store environment.
- Belgian Air Traffic Control (Skeyes)minorSkeyes is an autonomous public company ensuring air traffic safety in Belgian airspace. ThisPlays2 installed information screen networks across their 5 buildings.
Scale indicators3 records
Recent moves8 records
Expansion highlights6 records
ThisPlays2 competitors and assessment
Company assessmentEmerging players
- Yodeck: Greece-based cloud digital signage platform focused on SMB and mid-market with Raspberry Pi-based media players. Competes with ThisPlays2 for the smaller end of the customer base on price and ease of deployment.
- Signagelive: UK-based cloud digital signage platform with a network of reseller/integrator partners across Europe. Competes with ThisPlays2 indirectly through partners and directly for managed signage deployments.
- ScreenCloud: UK-based cloud-native digital signage SaaS platform with strong app ecosystem and integrations. Direct competitor for the CMS + content programming layer, typically sold to mid-market customers similar to ThisPlays2's.
Direct peers
- M-Cube: Italy-based digital signage and in-store media solutions provider serving retail, fashion, and QSR across Europe. Closely comparable in offering (content + software + screens) and similar mid-market European integrator profile.
- Zebrix: French-headquartered cloud-based digital signage CMS and media player provider. Zebrix is ThisPlays2's primary technology partner and also sells signage solutions directly, making it both a supplier and a competitor for end-customer signage projects.
Broad incumbents
- Stratacache (Scala): US-headquartered global digital signage media and hardware provider serving large enterprise retail, QSR, and banking customers. Comparable in offering breadth and full-stack content-to-screen proposition, but at vastly larger scale.
- BrightSign: US-based market leader in digital signage media players and supporting BrightSignOS/BrightAuthor software. Comparable at the player + CMS layer of ThisPlays2's stack, but focused on hardware/software rather than full-service integration.
- Poppulo (formerly Four Winds Interactive): Global employee communication and digital signage cloud platform. Overlaps with ThisPlays2 in content management, screen network management, and wayfinding, but targets larger enterprise customers.
Others
- Groevy: Sister company within the Digitopia Group providing customized background music, music licensing, and rights management for retail. Comparable business line (this is part of ThisPlays2's parent group) and a directly adjacent offering bundled with signage.
- Samsung VXT (MagicINFO): Samsung's own cloud-based digital signage CMS and content management platform, typically bundled with Samsung Professional Displays. As ThisPlays2's principal display supplier, Samsung's push into software is both an ecosystem enabler and a long-term competitive threat.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
ThisPlays2 social profiles
Digital presenceThisPlays2 compliance and trust
Trust signalCompliance1 record
ThisPlays2 financial estimates
Financial estimateRevenue estimate
Valuation estimate
ThisPlays2 leadership team
Management profileNumber of profiles
Profiles8 records
ThisPlays2 funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ThisPlays2 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 ThisPlays2
What does ThisPlays2 do?
ThisPlays2 provides end-to-end digital signage and screen communication solutions for businesses, including narrowcasting displays, LED walls, video walls, interactive touch screens, wayfinding systems, and social media walls. The company delivers the complete offering: hardware supply and installation (Samsung, Absen), content creation and animation, content programming via the Zebrix CMS platform, and ongoing technical support. Its proprietary COSOS methodology (Content, Software, Screens) structures every project, supplemented by background music subscription services delivered through the Groevy brand.
Is ThisPlays2 a public or private company?
ThisPlays2 is a private company. It is classified as corporate owned and is currently operating.
When was ThisPlays2 founded?
ThisPlays2 was founded in 1988. It employs 11 to 50 people.
Where is ThisPlays2 based?
ThisPlays2 is headquartered in Schoten, Belgium, in the Europe region.
How does ThisPlays2 make money?
Seven revenue lines are on record. Equipment Sales are the primary driver. The others are equipment Rental, software Licenses, background Music Subscription, content Creation, installation Services and on-site Support Services.
Who are ThisPlays2's main competitors?
Emerging players on record are Yodeck, Signagelive and ScreenCloud. Direct peers are M-Cube and Zebrix. Broad incumbents are Stratacache (Scala), BrightSign and Poppulo (formerly Four Winds Interactive). Others are Groevy and Samsung VXT (MagicINFO).
Does ThisPlays2 have an API?
No public API is recorded for ThisPlays2.
What industry is ThisPlays2 in?
ThisPlays2's product category is Digital Signage Services. Its primary akta.pro industry code is HDAEAGAK, Web Content Management (WCM) & Experience Platforms (Content Services). Its NAICS code is 51219 and its SIC code is 7371.