Munzee
Munzee is a location-based mobile gaming platform, founded in 2011 and operated by Freeze Tag, Inc., that lets players deploy and capture GPS-tagged codes worldwide. It sells freemium gameplay, MunzPak subscriptions, merchandise, event-hosting tooling, and an API.
- Company typePrivate
- Founded2011
- HeadquartersMckinney, United States
- Headcount1–10
- GTM typeB2C
- OfferingSoftware
What Munzee does
Munzee is a location-based mobile gaming platform operated by Freeze Tag, Inc. and headquartered in McKinney, Texas. Founded in 2011, the core Munzee app lets players deploy, capture, and interact with physical tags (QR-coded "munzees" and special "munzee uniques") placed at real-world GPS coordinates, blending scavenger-hunt mechanics with persistent location-tagged collectibles. The platform is organized around a global community of hobbyist players who participate in scheduled events, Clan Wars, and Munzee Madness weekends.
The product surface spans several linked offerings: the Munzee app for player gameplay, MunzPak subscription bundles that pair digital items with periodic physical merch drops, the Munzee Store for branded merchandise, Eventzee as a hosted scavenger-hunt tool for event organizers, and Eventzee EDU targeting education and classroom use cases. A Munzee API exposes the underlying location and items infrastructure to third-party developers. In 2015 the company acquired WallaBee, adding a parallel collectibles line that shares the items/collectibles mechanic.
Monetization is a hybrid consumer freemium model: free-to-play gameplay with paid premium memberships, in-app and digital-item purchases, recurring MunzPak subscriptions, physical merchandise sales through the Munzee Store, and emerging licensing/event-hosting revenue via Eventzee and the API surface. The customer base is a long-tail global community of individual players augmented by organizational buyers (event hosts, schools, brands) using the event-platform products. The business is small (1-10 employees) and functions within a publicly traded parent shell (Freeze Tag, Inc.), with no disclosed institutional funding rounds.
Munzee firmographics
Firmographics- Name
- Munzee
- Legal name
- Freeze Tag Inc.
- Website
- https://munzee.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Munzee is a location-based mobile gaming platform, founded in 2011 and operated by Freeze Tag, Inc., that lets players deploy and capture GPS-tagged codes worldwide. It sells freemium gameplay, MunzPak subscriptions, merchandise, event-hosting tooling, and an API.
- Ownership category
- akta.pro rank
Munzee industry classification
Industry- Product category
- Location-based mobile gaming
- NAICS
- Hobby, Toy, and Game Retailers (45912), Information (51)
- akta.pro primary industry
- POI, Local Listings & Business Directory Platforms (BPAMANAD)
Keywords
Where Munzee is headquartered
LocationHeadquarters
- HQ city
- Mckinney
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Munzee business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations
Revenue model
- Premium Membership Subscriptions: Freemium model with optional premium memberships providing enhanced gameplay features. Premium members can have up to 3 accounts logged in per phone.
- Mobile App Purchases: Revenue generated through app store distribution via Apple App Store and Google Play Store
- Munzee API Licensing: Licensing fees for third-party developers to access Munzee API for creating mobile applications that integrate with the platform
- Physical Merchandise Sales: Sale of Munzee stickers, MunzPak physical game objects, and related merchandise through the Freeze Tag Store
Go-to-market motion2 records
Distribution channels4 records
Marketing channels4 records
Munzee product offering
Product offeringCore offering
Munzee operates a location-based mobile gaming platform where players use GPS-enabled smartphones to find, deploy, and capture virtual and physical game objects (called "Munzees") at real-world coordinates. The platform combines outdoor exploration with scavenger-hunt style gameplay, supported by physical merchandise (MunzPak) and an optional premium membership tier.
Product overview
Munzee is a location-based mobile gaming platform operated by Freeze Tag Inc., offering a digital scavenger hunt experience called the '21st Century Scavenger Hunt.' The core product is the Munzee mobile application (available for iOS and Android), which uses GPS to allow players to deploy and capture virtual game objects called Munzees at physical locations. The ecosystem includes the MunzPak physical merchandise line, the Freeze Tag Store for merchandise purchases, the Munzee Map for navigation, a Calendar for tracking events, and various Munzee Types categorizing different game objects. The platform also provides a developer API for mobile application development and maintains community engagement through the official blog featuring game updates and events.
Differentiator
Problem solved
Functional benefit
Products and services
- Munzee App Core mobile application for location-based gaming and geo-inspired adventures. Players use GPS coordinates on their mobile devices to hunt for, deploy, and capture virtual game objects called Munzees at real-world locations. Available globally via the Apple App Store and Google Play Store.
- MunzPak Physical game items sold through the Freeze Tag Store that players can use within the Munzee game, including stickers and related physical Munzee objects.
- Munzee Store (Freeze Tag Store) Online e-commerce storefront operated by Freeze Tag for purchasing Munzee-related merchandise, MunzPak game items, and virtual Munzee products.
- Eventzee (incl. Eventzee EDU) Photo scavenger hunt platform built on the Munzee ecosystem, offered for events and for educational use (Eventzee EDU). Enables schools to run photo scavenger hunt-based learning activities with student accounts created by approved educational professionals.
Companies that use Munzee
Customer profileSegments3 records
Ideal customer profiles3 records
Munzee technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Munzee partnerships and signals
Strategic signalScale indicators2 records
Recent moves5 records
Expansion highlights4 records
Munzee competitors and assessment
Company assessmentDirect peers
- Niantic (Pokémon GO): Developer of Pokémon GO, the dominant location-based mobile scavenger-hunt-style game. Most direct competitor to Munzee given shared GPS-driven real-world exploration mechanic, freemium monetization, and event-driven engagement model.
- Niantic (Ingress): Niantic's original location-based AR game. Closely comparable to Munzee in GPS-tagged portal deployment, faction/team gameplay via in-game groups, and global community event cadence.
- Geocaching (Groundspeak): Real-world scavenger hunt using GPS coordinates and physical caches hidden worldwide. Overlaps Munzee in the 'find objects at physical locations via mobile GPS' core mechanic and global community-deployment network.
- Niantic (Harry Potter: Wizards Unite): Discontinued but historically significant Niantic location-based title with the same GPS-capture and POI discovery pattern as Munzee, illustrating the competitive space and the difficulty of sustaining location-based titles.
Emerging players
- Zombies, Run! (Six to Start / Niantic): Audio-driven location-based fitness game that gamifies outdoor running with story missions. Comparable to Munzee in combining outdoor physical activity with mobile-game progression mechanics.
- Orna (Northern Forge Studios): GPS-based RPG where real-world exploration drives in-game progression, including location-based dungeons and player encounters. Comparable mobile-only, location-driven gameplay loop targeting a similar hobbyist audience.
- The Walking Dead: Our World (Next Games / Scopely): Location-based AR mobile game using GPS and real-world map overlay. Comparable category of location-based scavenger-style mobile gameplay, though backed by significantly larger studio resources.
- Minecraft Earth (Mojang / Microsoft): Discontinued location-based AR mobile game from Microsoft/Mojang. Operated in the same location-based mobile gaming category as Munzee, illustrating both the category's opportunity and its high failure rate.
- WallaBee: Location-based collection/trading game acquired by Munzee's parent Freeze Tag Inc. in 2015. Most directly comparable niche-scale peer with overlapping GPS-based collectible mechanic and small-team operating model.
Broad incumbents
- Waze: Crowd-sourced location/mapping platform owned by Google. Comparable in leveraging user-deployed location data and a global community to enrich a map-based experience, though operating at vastly larger scale and as a navigation utility.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Munzee social profiles
Digital presenceMunzee financial estimates
Financial estimateRevenue estimate
Valuation estimate
Munzee leadership team
Management profileNumber of profiles
Profiles2 records
Munzee funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Munzee M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Munzee
What does Munzee do?
Munzee operates a location-based mobile gaming platform where players use GPS-enabled smartphones to find, deploy, and capture virtual and physical game objects (called "Munzees") at real-world coordinates. The platform combines outdoor exploration with scavenger-hunt style gameplay, supported by physical merchandise (MunzPak) and an optional premium membership tier.
Is Munzee a public or private company?
Munzee is a private company. It is classified as corporate owned and is currently operating.
When was Munzee founded?
Munzee was founded in 2011. It employs 1 to 10 people.
Where is Munzee based?
Munzee is headquartered in Mckinney, United States, in the North America region.
How does Munzee make money?
Four revenue lines are on record. Premium Membership Subscriptions are the primary driver. The others are mobile App Purchases, munzee API Licensing and physical Merchandise Sales.
Who are Munzee's main competitors?
Direct peers on record are Niantic (Pokémon GO), Niantic (Ingress), Geocaching (Groundspeak) and Niantic (Harry Potter: Wizards Unite). Emerging players are Zombies, Run! (Six to Start / Niantic), Orna (Northern Forge Studios), The Walking Dead: Our World (Next Games / Scopely), Minecraft Earth (Mojang / Microsoft) and WallaBee. Waze is listed as a broad incumbent.
Does Munzee have an API?
Yes. Munzee API is a limited developer interface for creating mobile applications. Granted as a non-exclusive, non-transferable, freely revocable license. Currently no licensing fee is charged, but Freeze Tag reserves the right to implement fees with 30 days notice. Any distribution of the API is prohibited and subject to immediate termination and legal action. Available at https://www.freezetag.com/privacy. Developer documentation is at www.freezetag.com/privacy.
What industry is Munzee in?
Munzee's product category is Location-based mobile gaming. Its primary akta.pro industry code is BPAMANAD, POI, Local Listings & Business Directory Platforms. Its NAICS code is 45912.