Umi Mobile

What Umi Mobile does

Umi Mobile Inc. is a Montreal-based mobile gaming company founded in 2015 that develops and operates free-to-play, head-to-head trivia games under license from FremantleMedia/HS. The company's product portfolio comprises three regional variants of the Family Feud / Family Fortunes game show franchise: Family Feud Live for the US market (launched 2018), Family Feud AU for Australia (launched 2017), and Family Fortunes for the UK (launched 2017). Each title offers 4-5 game modes including Classic, Fast Money/Big Money, Tournaments, and a Live social mode, supported by a library of 2,500+ survey questions, real-time in-game chat, Facebook-authenticated user identity, and a 'meaningful matchmaking' system that pairs players based on personality compatibility and skill level. The company's reported social engagement includes over 1.5 million in-game friendships formed between players.

Umi Mobile distributes exclusively through the Apple iOS App Store and Google Play Store, targeting casual and social mobile gamers across North America (US), Oceania (Australia), and Europe (UK). The company's go-to-market is product-led growth with a freemium model: games are free to download, with revenue generated through in-app purchases of virtual currency (coins) that have no monetary value but unlock gameplay features, plus optional monthly VIP subscriptions that provide premium features such as reading stored messages while offline and playing with unlimited Favorites. The company operates with 11-50 employees, maintains a DMCA policy and COPPA compliance posture, and is privately held with no disclosed institutional investors or parent company.

The company's core technology is a mobile gaming platform with personality-based matchmaking, social connectivity, and virtual economy mechanics. The entire business model is predicated on inbound IP licenses from FremantleMedia/HS for the Family Feud and Family Fortunes brands, which constitutes both the company's primary commercial asset and its most significant counterparty dependency. Customer segments are horizontal, targeting both casual/social mobile gamers seeking trivia entertainment and competitive mobile gamers seeking tournament play and skill-based matching.

Name

Umi Mobile

Legal name

UMI Mobile Inc.

Website

https://umi-mobile.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Umi Mobile is a Montreal-based mobile gaming company that develops and operates freemium trivia games under license from FremantleMedia, including Family Feud Live (US), Family Feud AU, and Family Fortunes (UK), targeting casual mobile gamers across three English-speaking markets.

Ownership category

akta.pro rank

Product category

Mobile Gaming

NAICS

Amusement Parks and Arcades (7131)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Mobile Game Publishing & App Game Stores (BPAMAKAB)

Keywords

• Mobile trivia games
• Social matchmaking gaming
• Freemium mobile games
• Licensed gameshow apps
• Multiplayer mobile gaming

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, Marketing or Sales, Operations, Others

Revenue model

1. Virtual Currency (Coins): Players purchase virtual coins using real money to participate in games, compete for opponent coins, and unlock features. Coins have no monetary value and represent limited revocable license rights.
2. VIP Subscription: Premium account upgrades offering enhanced features including ability to read stored messages while not in-game, play with unlimited Favorites, and other exclusive benefits for a fixed duration subscription.
3. Game Mode Access: Various game modes available including Classic, Fast Money, Tournaments, and Live social modes, with premium features accessible through in-app purchases.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Umi Mobile develops and publishes mobile trivia gameshow apps, primarily licensed Family Feud and Family Fortunes titles, distributed on iOS and Android. The apps feature head-to-head multiplayer competition via a proprietary personality-based matchmaking system, in-game chat, multiple game modes (Classic, Fast Money/Big Money, Tournaments, Live), and monetize through freemium virtual currency purchases and VIP subscriptions.

Product overview

Umi Mobile is a mobile gaming company that creates games powered by meaningful matchmaking. The company operates a portfolio of licensed Family Feud/Family Fortunes gameshow-style mobile games. The core product is Family Feud Live (North America), complemented by regional variants Family Feud AU (Australia) and Family Fortunes (UK). All games are available on iOS and Android platforms and feature head-to-head multiplayer competition, multiple game modes (Classic, Fast Money/Big Money, Tournaments, and Live social modes), Facebook-based authentication, in-game chat, and virtual currency/coin systems.

Differentiator

Problem solved

Functional benefit

Products and services

• Family Feud Live A mobile trivia gameshow app under the licensed Family Feud brand targeting US consumers; players compete head-to-head answering survey questions across 4 game modes (Classic Feud, Fast Money, Tournaments, Live), with in-game chat, Facebook authentication, 2,500+ surveys, level progression, and freemium virtual coin economy.
• Family Feud AU Australian regional variant of the Family Feud mobile trivia gameshow for Australian consumers; offers 5 game modes including Classic, Fast Money, Tournaments, Fast Money Tournaments, and Live, marketed as the #1 Game Show in Australia.
• Family Fortunes United Kingdom regional variant of the trivia gameshow under the licensed Family Fortunes brand for UK consumers; offers 5 game modes (Classic, Big Money, Tournaments, Big Money Tournaments, Live) and is marketed as UK's All-Time Favourite Gameshow.

Quantifiable outcome

• Over 1.5 million new friendships formed between players while gaming
• +1 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability1 record

Feature3 records

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Ludia: Montreal-based mobile game developer behind titles like Jurassic World Alive. Highly comparable as a similarly sized Canadian mobile game studio; Umi Mobile's own privacy policy is hosted on a Ludia CDN, suggesting prior operational or technical ties.
• PlaySimple: Indian mobile game publisher specializing in trivia and word puzzles (e.g., GuessUp, WordTrip). Direct competitor in casual trivia mobile gaming with a comparable freemium + ad/IAP model.
• etermax: Argentine mobile game studio behind Trivia Crack, one of the largest mobile trivia franchises globally. Direct competitor in the social trivia category with comparable head-to-head multiplayer and personality/avatar mechanics.
• Nway: Mobile game developer known for licensed-IP multiplayer titles (Power Rangers: Legacy Wars, WWE Mayhem). Comparable in leveraging established entertainment brands for head-to-head mobile gameplay.
• FreshPlanet (SongPop): Independent mobile game studio behind the SongPop music trivia franchise. Direct comparison as a small-to-mid studio running a long-lived casual trivia IP with social/multiplayer mechanics.

Broad incumbents

• Scopely: Large mobile game publisher (Monopoly GO, Stumble Guys, WWE Champions) with a track record of acquiring licensed-IP casual studios. Both competitor for trivia mindshare and a likely acquirer profile given its Savvy Games ownership.
• Zynga: Mobile casual and social gaming incumbent (Words With Friends, Zynga Poker) now owned by Take-Two. Overlaps in head-to-head social trivia and licensed-IP mobile games; broader portfolio and significantly larger scale.
• Peak Games: Mobile casual/puzzle game developer (Toon Blast, Toy Blast) acquired by Zynga. Comparable business model in casual mobile with heavy live-ops and UA investment.
• Storm8: Mobile social casino and casual games developer (now part of SBT). Overlaps in head-to-head social mobile gaming distribution and live-ops model.
• King: Activision Blizzard-owned casual mobile gaming giant behind Candy Crush and various licensed/trivia adjacent titles. A potential acquirer profile and broad category incumbent in casual mobile.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks1 record

Key highlights6 records

Customer concentration

• Facebookfacebook.com/FamilyFeudGame

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

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 Umi Mobile