TouchMagix
TouchMagix manufactures coin-operated skill-based arcade redemption games and interactive projection/multi-touch display technologies. Founded 2009 in Pune, India with US manufacturing, the company sells through 20+ global distributors to family entertainment centers, bowling centers, bars, and retail venues across 60+ countries.
- Company typePrivate
- Founded2009
- HeadquartersPune, India
- Headcount51–100
- GTM typeB2B
- OfferingHardware or Manufacturing
What TouchMagix does
TouchMagix is a manufacturer of coin-operated arcade redemption/amusement games and interactive display technologies, founded in 2009 and headquartered in Pune, India with US operations in Wilmington, Delaware (Americas sales) and a manufacturing facility in Wisconsin. The company operates two core product lines: (1) skill-based arcade games — including proprietary titles (SpaceWarp 66, Mega Blaster, Carnival Cups, Dicey Jump, Hop 'N' Stack, MagixFloor, Pickleball Toss, Treasure Chest, Boxed Up) and licensed-IP titles (Pop It! with FoxMind, Pudgy Penguins Polar Challenge, Minion Bullseye Mania with Universal Pictures); and (2) interactive display technologies built on proprietary MotionMagix projection, MagixSuite multi-touch platform, and MagixPool augmented reality projection for pool tables. Underlying technology combines proprietary 2D infrared sensors (MagixSense), 3D camera compatibility (Orbbec Astra Pro), laser projection systems, and gesture/motion tracking supporting up to 40 simultaneous touch points.
Revenue is generated primarily through hardware sales of cabinets and display units to operators, supplemented by licensing/royalty income from IP-based games, post-sale technical support and warranty services, and paid software upgrades. Pricing is quote-based and not publicly disclosed. The go-to-market is channel-led: a global distributor network of 20+ partners across 60+ countries (including Betsons, Player One, Elaut Group, Bandai Namco, Zax Amusements, and Warehouse of Games) with regional direct sales overlay in the Americas. Target customers are family entertainment centers (primary), bowling centers, bars and taverns, corporate/event venues, retail/hospitality venues, and kids entertainment venues. The company is founder/management-owned (Anup Tapadia, Founder & CTO; Jayesh Kariya, CEO; Varun Mahajan, COO), bootstrapped with no disclosed external funding, and employs 51-100 people.
TouchMagix firmographics
Firmographics- Name
- TouchMagix
- Legal name
- TouchMagix Media Pvt. Ltd.
- Website
- https://touchmagix.com
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- TouchMagix manufactures coin-operated skill-based arcade redemption games and interactive projection/multi-touch display technologies. Founded 2009 in Pune, India with US manufacturing, the company sells through 20+ global distributors to family entertainment centers, bowling centers, bars, and retail venues across 60+ countries.
- Ownership category
- akta.pro rank
TouchMagix industry classification
Industry- Product category
- Coin-Operated Amusement Equipment
- NAICS
- Doll, Toy, and Game Manufacturing (33993), Computer and Peripheral Equipment Manufacturing (33411)
- SIC
- Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944)
- akta.pro primary industry
- Amusement/Redemption Arcade Machines (Ticket & Prize) (MPAEAJAD)
- akta.pro secondary industries
- Coin-Operated Entertainment (Pinball, Crane/Claw, Jukebox, Darts/Billiards) (MPAEAJAF), Arcade & Retro Gaming Hardware (Mini Consoles, Arcade Sticks, Cabinets) (HDACANAK)
Keywords
Where TouchMagix is headquartered
LocationHeadquarters
- HQ city
- Pune
- HQ country
- India
- HQ region
- Asia
Offices3 records
Markets served
TouchMagix business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Technology or R&D
Revenue model
- Arcade Game Machine Sales: Sale of coin-operated arcade redemption and amusement game machines including cabinets, hardware, and embedded software. Products sold directly to operators and through distributor network.
- Licensed IP Games: Arcade games featuring licensed intellectual property from brands like Pudgy Penguins, Minions, and Pop It! developed under licensing agreements with IP holders.
- Interactive Display Solutions: Sale and deployment of interactive technology solutions including multi-touch tables, kiosks, interactive walls/floors, and interactive bars for commercial venues.
- Technical Support & Warranty Services: Post-sale technical support including warranty services, spare parts, and repair services. One-year standard warranty included; out-of-warranty service and 3-month limited warranty on replacement parts.
- Software Updates & Upgrades: Free software updates for existing units; paid upgrade kits for features like Link Play networking capability.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Standard arcade game cabinets with various configurations |
| Other | Pay-as-you-go | Regional distributor pricing through authorized distribution network |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels7 records
TouchMagix product offering
Product offeringCore offering
TouchMagix manufactures new-age coin-operated arcade games and interactive display technologies for the amusement and entertainment industry. The company designs, develops and produces arcade redemption game cabinets, interactive projection-based floor/wall systems, multi-touch kiosks and tables, augmented reality pool tables, and gesture-based interactive bars. Its products are sold to family entertainment centers, bowling centers, bars, retail/hospitality venues, and event operators globally through a distributor network.
Product overview
TouchMagix is a manufacturer of new-age coin-operated arcade games and interactive display technologies. The product portfolio consists of two main lines: (1) Arcade Redemption Games including skill-based games like SpaceWarp 66, Mega Blaster, Carnival Cups, Hop 'N' Stack, Dicey Jump, Drift 'N' Thrift, MagixFloor, and licensed IP games like Pop It!, Pudgy Penguins Polar Challenge, and Minion Bullseye Mania; and (2) Interactive Display Technologies including MotionMagix for interactive walls and floors, MagixPool for augmented reality pool tables, MagixKiosk, MagixTable, and Interactive Bar. The company manufactures in Wisconsin, USA with R&D in Pune, India.
Differentiator
Problem solved
Functional benefit
Products and services
- Pickle Ball Toss Classic carnival-inspired toss game reimagined in modern arcade format where players toss pickleballs into lit holes to win prize tickets.
- Boxed Up Fast-paced prize vending machine with forklift timing mechanic featuring rotating carousel showcasing boxed prizes, auto-loading, holds up to 160 regular prizes and 16 larger bonus prizes.
- Treasure Chest 2-player redemption game where players drop balls through moving hoops to fill treasure chest and unlock Ruby Bonus and Mega Bonus rewards with pirate-themed artwork.
- Carnival Cups
Quantifiable outcome
- Dicey Jump ROI as low as 10 weeks
- +3 more outcomes
Companies that use TouchMagix
Customer profileNamed customers10 records
Segments6 records
Ideal customer profiles5 records
TouchMagix technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature7 records
TouchMagix partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core.
- Pudgy PenguinscoreExclusive worldwide partnership to bring Pudgy Penguins brand to the arcade industry. The two companies are working together to create arcade games and merchandise featuring Pudgy Penguins characters. Products include Pudgy Penguins Polar Challenge (redemption game) and Pudgy Penguins Crane. Pudgy Penguins is described as a beloved brand with positive messaging and over 5 billion social impressions.
- Universal Pictures (Minions)coreLicensing partnership to create Minion Bullseye Mania arcade game featuring Despicable Me/Minions intellectual property. The game is based on the globally recognized Minions IP, targeting family-friendly entertainment with dart and banana throwing action through Gru's lab themed gameplay.
- FoxMindcoreLicensing partnership to develop Pop It! arcade redemption game. FoxMind, creator and distributor of toys and games, licensed the popular Pop It! brand to TouchMagix for arcade game development. TouchMagix created the first ever arcade game based on the globally successful Pop It! toy concept, which was named Toy-of-Summer 2023.
- Elaut Group USAcoreElaut Group selected as TouchMagix's US Sales and Marketing Agent. Elaut Group (comprising Elaut US, Benchmark Games International, and Coast to Coast Entertainment) handles sales and marketing through their established distributor network. Elaut is known for mechanical ticket redemption products including claw cranes and has long desired to handle video products.
- Brunswick (Spark technology)corePartnership to introduce Spark technology, the industry's first immersive and interactive scoring experience for bowling centers. The technology revolutionizes on-lane projection in bowling for a highly engaging and gamified Augmented Reality experience. TouchMagix developed the interactive scoring technology integrated with Brunswick's bowling lane systems.
Scale indicators8 records
Recent moves7 records
Expansion highlights6 records
TouchMagix competitors and assessment
Company assessmentDirect peers
- Elaut Group: Belgian manufacturer of coin-operated amusement and prize redemption games, including the iconic claw cranes and electronic amusement machines. Most directly comparable as a global coin-op specialist with overlapping FEC and bar/tavern channels; Elaut is also TouchMagix's US sales agent, making it a hybrid competitor/distribution partner.
- Coast to Coast Entertainment: US-based designer and manufacturer of coin-operated amusement and redemption games for FECs, bars, and arcades. Part of the Elaut Group umbrella alongside Benchmark Games, Coast to Coast overlaps directly with TouchMagix's Carnival Cups, Dicey Jump, and Mega Blaster style redemption titles and shares the same primary US distributor channels.
- Benchmark Games International: US manufacturer of redemption and amusement games with a broad portfolio of prize-dispensing and skill-based cabinets. Direct peer for redemption/prize vending machines like TouchMagix's Boxed Up and Crazy Prize, sharing the same FEC and street-market operator base.
- Raw Thrills: US-based coin-operated video and redemption game manufacturer behind titles like King of the Grill and Target Toss Pro. Direct competitor in skill-based redemption and ticket redemption arcades, with overlapping IP-driven game concepts and US distribution.
- Andamiro Co., Ltd. Korean manufacturer of coin-operated amusement and redemption games (e.g., Pump It Up, SpongeBob SquarePants redemption). Highly comparable as an arcade redemption specialist with strong licensed-IP game pipeline and global export distribution similar to TouchMagix's network.
- Incredible Technologies: US-based manufacturer of coin-operated amusement and casino games (Golden Tee, Silver Strike Bowling). Comparable as a domestic US developer of skill-based arcade and redemption games serving FECs and bars, with overlapping bowling-adjacent product strategy.
- UNIS Technology: Chinese-based manufacturer of coin-operated amusement, redemption, and prize machines exported globally. Comparable international peer competing in the same FEC and crane/prize vending segments, often appearing on the same IAAPA and Amusement Expo show floors as TouchMagix.
Broad incumbents
- Bandai Namco Amusement: Japanese amusement industry incumbent with a deep arcade game catalog and global distribution (also TouchMagix's Japan distributor). Comparable as a much larger broad-based coin-op developer with overlap in redemption and skill-based cabinets, while operating a wider portfolio including location-based entertainment.
- SEGA Amusement (SEGA Corporation): Global amusement giant operating amusement centers and developing arcade games worldwide. Overlaps with TouchMagix in skill-based and redemption arcade games for FECs and street venues, but at vastly greater scale and with vertically integrated operations.
- Konami Amusement: Japanese developer and operator of coin-operated amusement games (e.g., Bomberman, Quiz Magic Academy) with global reach. Comparable in skill-based arcade game development and licensed IP usage, though at substantially larger corporate scale and broader game portfolio.
Market position
Strengths1 record
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
TouchMagix social profiles
Digital presenceTouchMagix financial estimates
Financial estimateRevenue estimate
Valuation estimate
TouchMagix leadership team
Management profileNumber of profiles
Profiles5 records
TouchMagix funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
TouchMagix 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 TouchMagix
What does TouchMagix do?
TouchMagix manufactures new-age coin-operated arcade games and interactive display technologies for the amusement and entertainment industry. The company designs, develops and produces arcade redemption game cabinets, interactive projection-based floor/wall systems, multi-touch kiosks and tables, augmented reality pool tables, and gesture-based interactive bars. Its products are sold to family entertainment centers, bowling centers, bars, retail/hospitality venues, and event operators globally through a distributor network.
Is TouchMagix a public or private company?
TouchMagix is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was TouchMagix founded?
TouchMagix was founded in 2009. It employs 51 to 100 people.
Where is TouchMagix based?
TouchMagix is headquartered in Pune, India, in the Asia region.
How does TouchMagix make money?
Five revenue lines are on record. Arcade Game Machine Sales are the primary driver. The others are licensed IP Games, interactive Display Solutions, technical Support & Warranty Services and software Updates & Upgrades.
Who are TouchMagix's main competitors?
Direct peers on record are Elaut Group, Coast to Coast Entertainment, Benchmark Games International, Raw Thrills, Andamiro Co., Ltd., Incredible Technologies and UNIS Technology. Broad incumbents are Bandai Namco Amusement, SEGA Amusement (SEGA Corporation) and Konami Amusement.
Does TouchMagix have an API?
No public API is recorded for TouchMagix.
What industry is TouchMagix in?
TouchMagix's product category is Coin-Operated Amusement Equipment. Its primary akta.pro industry code is MPAEAJAD, Amusement/Redemption Arcade Machines (Ticket & Prize), with a secondary code of MPAEAJAF, Coin-Operated Entertainment (Pinball, Crane/Claw, Jukebox, Darts/Billiards). Its NAICS code is 33993 and its SIC code is 3944.