Agents Of Discovery

What Agents Of Discovery does

Agents of Discovery is a Kelowna, BC-based education technology company founded in 2015 that operates a B2G/B2E platform for creating and deploying location-based augmented reality learning experiences called 'Missions.' The platform serves parks and recreation departments, zoos and aquariums, museums and nature centers, K-12 schools, airports and transit systems, sports programs, trails, and playgrounds, with end users being children and families who engage with Missions through a consumer mobile app (iOS/Android) and a recently added web app. The product consists of three layers: the player-facing Mobile and Web Apps; a 'Mission Maker' browser-based authoring tool that partner organizations use to create, manage, and publish Missions; and a 'Challenge Library' and 'AR Library' containing thousands of pre-made content modules. Gameplay is triggered by GPS coordinates, QR codes, and image recognition, and AI-powered interactive avatars (PAM, launched February 2026, and Irwin T. Otter, launched March 2026) provide in-mission guidance and customized content. The mobile experience is built on the Unity game engine and integrates with Auth0 for identity, Google Firebase for push notifications, and Zendesk for customer support.

Agents of Discovery monetizes through a tiered subscription SaaS model with packaged tiers (Silver, Gold, and higher) sold annually to organizations, supplemented by à la carte custom promotional merchandise (Field Agent cutouts, signage) sold through a separate swag shop. Distribution is primarily direct via the company website, supported by a sales/customer success team that assists with onboarding, and complemented by a product-led growth motion through a free trial and self-serve onboarding. Marketing is multi-channel, combining content marketing via the company blog, organic social on Facebook, Instagram, LinkedIn, YouTube and Threads, a 'Mission Makers' Facebook Group community, an email newsletter ('What Does PAM Say?'), and case-study-driven PR. The company is privately held, incorporated as Agents of Discovery Inc. in Alberta, Canada, with disclosed operations across Canada, the United States, Australia, and New Zealand, an employee count in the 11–50 band, and Mary Clark as Chief Executive Officer. Co-branded themed Missions are produced with partners such as the USDA Forest Service (Smokey Bear), the Bureau of Land Management, the Houston Parks Board, and the Long Island Aquarium, and the platform supports English, French, and Spanish localization.

Name

Agents Of Discovery

Legal name

Agents of Discovery Inc.

Website

https://agentsofdiscovery.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Agents of Discovery is an education technology platform enabling parks, museums, zoos, schools, airports, and sports organizations to publish location-based augmented reality learning games via a mobile/web app and Mission Maker authoring tool with AI-powered interactive avatars.

Ownership category

akta.pro rank

Product category

Educational Technology Platform

NAICS

Software Publishers (5132)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Creator Tools & Content Pipelines for Immersive Learning (VR lesson builders, 3D asset workflows) (EDAFAJAL)

akta.pro secondary industries

VR/AR Gaming Platforms (BPAMAKAG), AR/VR & Immersive Learning Content Development (EDAGAKAI)

Keywords

• Augmented reality education
• Location-based learning
• Edtech mobile platform
• Interactive mission software
• Educational content creation

Headquarters

HQ city

Kelowna

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Platform Licensing/Subscription: Organizations (parks, museums, zoos, schools, airports, etc.) purchase packages to access the Mission Maker platform and publish location-based games. Packages appear to have tier levels (Silver, Gold mentioned) with different capabilities like number of publishable missions.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Agents of Discovery provides an AI-powered augmented reality education platform consisting of a mobile app (for players) and the Mission Maker web tool (for partner organizations). Partner organizations such as parks, zoos, museums, schools, airports, and sports programs purchase subscription packages to create, manage, and publish location-based educational games called "Missions" that use GPS, QR code, image recognition, and AR triggers to deliver self-guided interactive content to players (primarily children and families).

Product overview

Agents of Discovery is an AI-powered augmented reality education platform consisting of the Mobile App (for players), Mission Maker web tool (for content creators/partners), and supporting resources. Partners across parks, zoos, museums, schools, airports, and other locations create custom Missions using pre-made Challenges from the Challenge Library, AR objects from the AR Library, or their own content. The platform uses GPS, QR codes, and image recognition to deliver location-based educational experiences. PAM's Picks offers monthly themed pre-made Missions for easy deployment, while the Support Kit provides promotional materials. AI-powered avatars provide interactive guidance to players.

Differentiator

Problem solved

Functional benefit

Brands

• PAM (Personal Assistant for Missions): AI-powered interactive avatar that provides customized content for players during Missions.
• Irwin T. Otter
• PAM's Picks
• Mission Maker
• Missions

Products and services

• Agents of Discovery Mobile App Mobile application (iOS and Android) that allows players to find, play, and complete location-based educational Missions published by partner organizations. Players unlock Challenges through QR code scanning, image recognition, GPS geofencing, and AR interactions, and interact with AI-powered avatars like PAM and Irwin T. Otter. A web app version is also available for browser-based access.
• Mission Maker Web-based content creation platform that allows partner organizations to create, manage, schedule, and publish location-based educational Missions and Challenges. Includes access to a Challenge Library with thousands of pre-made Challenges, an AR Object Library, mission publish scheduling, multilingual localization (English, French, Spanish), and analytics on mission effectiveness.
• PAM's Picks Themed Missions Monthly pre-made themed Mission content (holidays, awareness days, seasonal events) created by a global network of experts that partner organizations can quickly publish through the Mission Maker platform. Includes sponsored missions such as Thanksgiving, Valentine's Day, Earth Day, World Oceans Day, and Parks Make Life Better Month.

Quantifiable outcome

• Christchurch Victoria Park achieved 1250 users during 2020 deployment
• +2 more outcomes

Named customers10 records

Segments8 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability5 records

Feature8 records

Partnerships

Seven partnerships are on record, tiered flagship, core and minor.

• Smokey Bear / USDA Forest ServiceflagshipStrategic or Co-development PartnerCollaboration with USDA Forest Service on Smokey Bear wildfire prevention missions. The Smokey Bear 2.0 mission won a first-place NAI Media Award. Features educational content about wildfire safety and prevention.
• Bureau of Land ManagementcoreStrategic or Co-development PartnerBLM created the Celebrate Migratory Bird Day Mission for the platform, engaging players with facts about migratory birds and their conservation.
• Houston Parks BoardcoreStrategic or Co-development PartnerSponsored the Earth Day Mission, providing sustainability education content for players.
• Long Island AquariumcoreStrategic or Co-development PartnerPartnered to create World Oceans Day Mission with marine experts, focused on ocean conservation and marine life education.
• California Parks & Recreation SocietycoreStrategic or Co-development PartnerCollaborated on Parks Make Life Better Month mission in July, promoting park usage and outdoor activity.
• Mission ConservationcoreStrategic or Co-development PartnerCreates themed missions focused on conservation. Sponsored Valentine's Day mission about how animals show love in the wild and Easter Great Egg Hunt mission.
• University of Costa RicaminorStrategic or Co-development PartnerCollaborated on Latinx Heritage Month mission content, bringing academic expertise to cultural education.

Scale indicators3 records

Recent moves6 records

Expansion highlights7 records

Direct peers

• Goosechase: Goosechase is an interactive scavenger-hunt and team-building platform used by organizations to create location-based mobile games for employee, student, and community engagement. It mirrors Agents of Discovery's value proposition, target customer (enterprises/government/nonprofits), and product mechanic (self-serve mission authoring + player mobile app).
• Actionbound: Actionbound provides a mobile scavenger-hunt and interactive-tour app for educational, tourism, and team-building use cases, with QR codes, GPS, and multimedia challenges. It is a highly comparable creator tool and player experience for location-based learning missions.
• Scavify: Scavify builds gamified scavenger-hunt and augmented-reality mobile experiences for events, campuses, and tourism. Overlapping customer segments and a similar mix of self-guided tours, AR, and leaderboards make it a close functional peer.
• Bloomberg Connects: Bloomberg Connects is a free mobile app offering self-guided audio, video, and interactive tours at cultural institutions including museums, zoos, and gardens. It targets the same institutional customers (museums, zoos, gardens) and serves the same self-guided visitor-engagement use case.
• STQRY: STQRY provides self-guided tour and mobile app software for museums, galleries, gardens, and trails using QR and NFC triggers. It is directly comparable to Agents of Discovery's location-based content platform for cultural and outdoor education.
• Geocaching: Geocaching operates a global location-based outdoor game where players find hidden caches using GPS. It provides the same outdoor, gamified-discovery mechanic with a strong community, though it is a consumer game rather than an authoring platform for organizations.

Broad incumbents

• Niantic: Niantic builds massively scaled location-based AR games such as Pokémon Go and Ingress. It is the most visible incumbent in location-based AR and a potential long-term competitive threat to Agents of Discovery's parks and education use cases.
• Google Arts & Culture: Google Arts & Culture partners with museums and cultural institutions worldwide to deliver immersive virtual tours and exhibits. It has broader scope but overlaps with Agents of Discovery's museum and cultural education customers and AR storytelling format.

Emerging players

• Zappar: Zappar offers an AR content creation platform and SDK used by brands and educators to build marker-based and marker-less AR experiences. It is comparable AR authoring tooling with a broader consumer and brand focus.
• Smartify: Smartify is a mobile app that uses image recognition and AR to help museum visitors identify artworks and access interpretive content. It has a highly comparable technology approach and museum/cultural use case, though with a narrower scope.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCMhQaZxcPk2YD5G2EzF5Zmg
• Facebookfacebook.com/AgentsOfDiscovery
• LinkedInlinkedin.com/company/agentsofdiscovery
• Instagraminstagram.com/agentsofdiscovery
• Xx.com/aodiscovery

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Agents Of Discovery