SmartPlayer
SmartPlayer is a Russian cloud-based Digital Signage SaaS platform that centralizes management of digital displays across 95% of operating systems, serving 400+ enterprise clients in retail, banking, sports, telecom, and other verticals across 21 countries via subscriptions and channel partners.
- Company typePrivate
- Founded2017
- HeadquartersMoscow, Russia
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What SmartPlayer does
SmartPlayer is a Russian cloud-based Digital Signage SaaS platform founded in 2017 by Dmitry Stukalov and Andrey Nikonov, headquartered in Moscow with a development office in Nizhny Novgorod and a regional office in Almaty, Kazakhstan. The platform centralizes management of digital displays across heterogeneous device fleets, supporting approximately 95% of operating systems in market use (Samsung Tizen, LG WebOS, Android, Windows, BrightSign, Raspbian, Astra Linux, and Ubuntu) and scaling to 10,000+ devices per server. Its modular product suite includes Smart Screen (core content management), Smart VideoWall (LED and video wall control), Smart Touch (interactive content), Smart Sound (audio with ad insertion), Smart School (educational institutions), and Smart Stadium (sports venues), with deployment options spanning cloud SaaS and on-premise installations. The platform supports IPTV, Proof of Play reporting, video analytics, and API-based integrations with CRM, ERP, and POS systems such as SetRetail.
The company generates revenue primarily through annual per-device subscription licenses (quote-based pricing across five product tiers), mandatory support packages for on-premise deployments (Standard at 20% of license cost, Business at 40%), custom development and integration services, and a rental model bundling software with hardware. Go-to-market combines direct enterprise sales (8-800 toll-free number, dedicated sales team) with a three-tier partner program (White Label, Reseller, OEM) generating $100,000+ per corporate multimedia project at up to 30% commission. The company reports 400+ corporate clients, 70,000+ connected digital surfaces, and 21 countries of operation. Major customers include T-Bank, Hoff, Okey, L'Oreal, Chanel, Estee Lauder, Lukoil, MTS-Bank, Dodo Brands, Ekonika, Avangard hockey club, and Beeline Kazakhstan, spanning retail, banking, telecom, sports, and entertainment verticals.
The company holds inclusion in the Russian Software Registry (2021) and Ready For Astra certification (2024), giving it a regulatory compliance advantage under Russian import substitution requirements. Distribution is supported by seven channel partners across Russia (Hi-Tech Media, Auvix, OCS, Treolan), India (Radiant Synage), Kazakhstan (Allwin Distribution), and Uzbekistan (Abris), plus implementation partners like Addrea, Signagelab, and Camrade. The company self-reports 132% YoY revenue growth in H1 2025 and 300%+ YoY international sales growth, funded organically without disclosed external investment rounds.
SmartPlayer firmographics
Firmographics- Name
- SmartPlayer
- Legal name
- ООО «Смартплеер»
- Website
- https://smartplayer.ru
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- SmartPlayer is a Russian cloud-based Digital Signage SaaS platform that centralizes management of digital displays across 95% of operating systems, serving 400+ enterprise clients in retail, banking, sports, telecom, and other verticals across 21 countries via subscriptions and channel partners.
- Ownership category
- akta.pro rank
SmartPlayer industry classification
Industry- Product category
- Digital Signage Software
- NAICS
- Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (5182), Broadcasting and Content Providers (516)
- SIC
- Services-Computer Integrated Systems Design (7373)
- akta.pro primary industry
- Smart Entertainment & Media Devices (Connected TVs, Streaming, Multiroom Audio) (HSAPAQAI)
Keywords
Where SmartPlayer is headquartered
LocationHeadquarters
- HQ city
- Moscow
- HQ country
- Russia
- HQ region
- Europe
Offices4 records
Markets served
SmartPlayer business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Software Licenses (Subscription): Annual subscription licenses per device. Smart Screen license priced per device per year. Multiple product tiers (Smart Screen, Smart VideoWall, Smart Touch, Smart Sound, Smart School) with pricing by quote/request.
- Technical Support Packages (On-Premise): Mandatory support packages for On-Premise deployments: Standard (20% of license cost) and Business (40% of license cost) tiers with defined SLA response times and support hours.
- Custom Development & Integration: Custom developments and integrations with client ERP/CRM systems. The platform is noted to have been extended with video recognition modules in 2021 based on client requests.
- Rental Model: Rental agreement (Dоговор проката) option where software is provided together with pre-installed equipment.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Smart Screen — Standard screen management license |
| Subscription | Annual | Smart VideoWall — Video wall and large LED screen management |
| Subscription | Annual | Smart Touch — Interactive content management |
| Subscription | Annual | Smart Sound — Background music with ad insertion |
| Subscription | Annual | Smart School — Education solution |
| Subscription | Annual | Standard Support Package |
| Subscription | Annual | Business Support Package |
| Subscription | Multi-year contract | Custom Support Plan |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels8 records
SmartPlayer product offering
Product offeringCore offering
SmartPlayer is a cloud-based and on-premise Digital Signage SaaS platform that enables centralized management of content and devices across heterogeneous screen fleets (TV panels, video walls, LED screens, touch kiosks, tablets). It provides multi-zone broadcasting, interactive scenarios, synchronized playlists, Proof of Play reporting, video analytics, IPTV, and APIs for CRM/ERP integration, supporting 95% of operating systems including Samsung Tizen, LG WebOS, Android, Windows, BrightSign, Astra Linux, and Ubuntu.
Product overview
SmartPlayer is a Russian Digital Signage software platform that offers a modular architecture centered around the Smart Screen core platform with specialized add-on modules. The product suite includes Smart VideoWall for video wall management, Smart Touch for interactive content, Smart Sound for background audio, Smart School for educational institutions, and Smart Stadium for sports venues. The platform supports 95% of operating systems including Samsung Tizen, LG WebOS, Android, Windows, and specialized systems. Available as cloud SaaS or on-premise deployment with support for 10,000+ devices per server through a unified dashboard.
Differentiator
Problem solved
Functional benefit
Brands
- Smart Screen: Platform license for managing complex visual content on a large number of screens, supporting any screen type and all content types with ready-made widgets.
- Smart VideoWall
- Smart Touch
- Smart Sound
- Smart School
- Smart Stadium
Products and services
- Smart Screen Core platform module for centralized management of complex visual content across large numbers of screens. Supports any screen types, all content types, multi-zone and multi-page broadcasts, ready-made widgets, and synchronization. Licensed as annual subscription per device; priced on request.
- Smart VideoWall Module for managing visual content on video walls and large LED screens, supporting any screen resolution including non-standard resolutions for video walls, LED screens, and menu boards. Licensed as annual subscription per device; priced on request.
- Smart Touch Interactive content management module enabling creation and editing of interactive broadcasts, interactive widgets, and a built-in navigation platform for touchscreen installations. Licensed as annual subscription per device; priced on request.
- Smart Sound Background music module with advertising insertion capability and playback reports. Outputs an independent audio track from the video stream using professional displays, eliminating the need for additional audio hardware. Licensed as annual subscription per device; priced on request.
- Smart School Educational institution solution featuring Teacher Screen, class schedules, navigation system, and corporate TV capabilities for creating modern digital learning environments in schools, universities, and libraries. Licensed as annual subscription per device; priced on request.
- Smart Stadium Solution for sports facilities launched in 2024, enabling centralized management of screens at arenas including advertising time sales, menu broadcasting, access control, video synchronization, and live match streaming.
- Corporate TV and IPTV Internal corporate television broadcasting system for transmitting internal information, news, and event announcements to employees or visitors, with built-in IPTV support for streaming television content.
Quantifiable outcome
- 74% of companies achieve full ROI on Digital Signage within one year through cost reduction and sales optimization
- +4 more outcomes
Companies that use SmartPlayer
Customer profileNamed customers22 records
Segments13 records
Ideal customer profiles4 records
SmartPlayer technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
AI capability6 records
Feature8 records
SmartPlayer partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered minor and core.
- SignagelabminorSignagelab was responsible for equipment selection, supply, and installation of LED screens in Ekonika stores. SmartPlayer provided the platform and its integration with the installed infrastructure.
- Umnii Vek (Умный Век)minorPartner company that co-presented the MTS-Bank project with SmartPlayer. Umnii Vek contributed to the implementation of the dynamic content display solution in the bank's office windows.
- Camrade (TOO Camrade)minorOne of the first specialized Digital Signage providers in Kazakhstan. Camrade co-developed the Beeline project with SmartPlayer, providing local implementation expertise.
- Hi-Tech MediacoreDistributor agreement signed in 2019. Hi-Tech Media distributes SmartPlayer solutions in Russia. Used as main Digital Signage platform for over 5 years in client projects.
- Radiant Synage (India)coreDistributor agreement signed in 2020. Radiant Synage distributes SmartPlayer in India. Active participation at DDX Asia exhibition (India) together with SmartPlayer.
- AuvixcoreDistributor agreement signed in 2023. AV systems integrator distributing SmartPlayer solutions in Russia.
- OCS DistributioncoreDistributor agreement signed in 2023. OCS distributes SmartPlayer solutions as part of their IT/AV product portfolio.
- TreolancoreDistributor agreement signed in 2024. Treolan distributes SmartPlayer solutions in Russia.
- Allwin Distribution (Kazakhstan)coreDistributor agreement signed in 2023. Allwin Distribution distributes SmartPlayer in Kazakhstan.
- Abris (Uzbekistan)coreDistributor agreement signed in 2024. Abris distributes SmartPlayer in Uzbekistan.
- AddreacoreStrategic partner in the Russian retail segment since at least 2018. Successfully used SmartPlayer in all retail segment projects. Flexibility of the platform and customization capabilities cover 100% of customer requirements. Won Pro Integration Awards together in 2018.
- FRII (GoGlobal Accelerator)minorParticipated in FRII GoGlobal accelerator program in 2020 and again in 2024 with support from Moscow Export Center for international expansion.
- Global Pilots (Microsoft, EY, Startupbootcamp, Altergate)minorParticipated in the Global Pilots accelerator program in 2020 aimed at international market expansion.
Scale indicators15 records
Recent moves9 records
Expansion highlights6 records
SmartPlayer competitors and assessment
Company assessmentEmerging players
- BrightSign: Specialized media-player hardware vendor whose ecosystem (BrightSignOS, BSN.cloud) competes in adjacent signage workflows. SmartPlayer explicitly supports BrightSign devices, making this partly a partner/partly competitor relationship.
Direct peers
- Yodeck: Cloud-based digital signage SaaS targeting SMB and enterprise with multi-screen management, broad device support, and a similar self-service / partner-led GTM motion. Closest cross-border comparable to SmartPlayer in product shape and pricing model.
- Raydiant (Raydiant Signage): SaaS digital signage platform focused on retail and in-location experiences with subscription pricing and a broad device-support story. Directly comparable GTM (mid-market and enterprise retail) and product shape.
- Kitcast: Cloud digital signage SaaS targeting Apple TV, Android, and BrightSign devices with subscription per screen. Directly comparable product/pricing model to SmartPlayer's Smart Screen tier, though with smaller vertical depth.
- Netpresenter: European-origin digital signage and corporate TV platform focused on internal communications, screensavers, and wayfinding. Closely comparable in module structure (Smart School / Corporate TV use cases) and enterprise GTM.
- Enplug: Cloud-based digital signage software with strong integrations (Google Calendar, Slack, social media) aimed at mid-market enterprises. Comparable in cloud deployment and recurring subscription motion, though with weaker on-prem / regulatory positioning.
- Disignage: Russian-region digital signage SaaS vendor offering cloud-based screen management with multi-device support and CMS features. Most direct domestic/cross-border comparable to SmartPlayer for CIS enterprise wins.
Broad incumbents
- Scala (Stratacache): Long-standing enterprise digital signage and customer engagement platform powering large retail, banking, and stadium deployments. Overlaps with SmartPlayer's enterprise verticals and modules (Smart Stadium, retail, banking) but typically wins on global brand scale.
- LG SuperSign / webOS Signage: LG's vendor-native digital signage CMS for webOS commercial displays. Direct overlap with SmartPlayer's LG WebOS support, competing for retail, QSR, and corporate deployments that heavily use LG panels.
- Samsung MagicINFO: Vendor-backed cloud digital signage platform tightly integrated with Samsung Tizen displays, one of SmartPlayer's core supported OSes. They compete directly in multi-screen enterprise deployments, though Samsung's solution is captive to its own hardware ecosystem whereas SmartPlayer is OS-agnostic.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
SmartPlayer social profiles
Digital presenceSmartPlayer compliance and trust
Trust signalCompliance3 records
SmartPlayer financial estimates
Financial estimateRevenue estimate
Valuation estimate
SmartPlayer leadership team
Management profileNumber of profiles
Profiles2 records
SmartPlayer funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SmartPlayer 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 SmartPlayer
What does SmartPlayer do?
SmartPlayer is a cloud-based and on-premise Digital Signage SaaS platform that enables centralized management of content and devices across heterogeneous screen fleets (TV panels, video walls, LED screens, touch kiosks, tablets). It provides multi-zone broadcasting, interactive scenarios, synchronized playlists, Proof of Play reporting, video analytics, IPTV, and APIs for CRM/ERP integration, supporting 95% of operating systems including Samsung Tizen, LG WebOS, Android, Windows, BrightSign, Astra Linux, and Ubuntu.
Is SmartPlayer a public or private company?
SmartPlayer is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was SmartPlayer founded?
SmartPlayer was founded in 2017. It employs 11 to 50 people.
Where is SmartPlayer based?
SmartPlayer is headquartered in Moscow, Russia, in the Europe region.
How does SmartPlayer make money?
Four revenue lines are on record. Software Licenses (Subscription) is the primary driver. The others are technical Support Packages (On-Premise), custom Development & Integration and rental Model.
Who are SmartPlayer's main competitors?
BrightSign is listed as an emerging player. Direct peers are Yodeck, Raydiant (Raydiant Signage), Kitcast, Netpresenter, Enplug and Disignage. Broad incumbents are Scala (Stratacache), LG SuperSign / webOS Signage and Samsung MagicINFO.
Does SmartPlayer have an API?
Yes. SmartPlayer provides API integration capabilities for CRM and ERP systems. The platform supports IPTV, dynamic widgets (weather, prices, social networks), and offers API for CRM and ERP system integration. The platform provides integration modules for connecting with external business systems. Developer documentation is at wiki.smartplayer.org/index.php/SmartPlayer.
What industry is SmartPlayer in?
SmartPlayer's product category is Digital Signage Software. Its primary akta.pro industry code is HSAPAQAI, Smart Entertainment & Media Devices (Connected TVs, Streaming, Multiroom Audio). Its NAICS code is 5182 and its SIC code is 7373.