Safe In Our World
Safe In Our World is a UK-registered mental health charity, founded in 2019, that delivers resources, training, and workplace accreditation services for video games industry professionals and gamers worldwide.
- Company typePrivate
- Founded2019
- HeadquartersWatford, United Kingdom
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What Safe In Our World does
Safe In Our World is a registered charity in England and Wales (charity no. 1183344), founded in 2019 by video games industry professionals (Leo Zullo and Neil Broadhead) and launched on World Mental Health Day in October 2019. It is the video games industry's first dedicated mental health charity, with a mission to support the mental health of games industry workers, gamers, and the broader gaming community through accessible resources, training, advocacy, and workplace accreditation. The organization is headquartered in Watford, UK, and serves a global audience.
Safe In Our World firmographics
Firmographics- Name
- Safe In Our World
- Legal name
- Safe In Our World
- Website
- https://safeinourworld.org
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Safe In Our World is a UK-registered mental health charity, founded in 2019, that delivers resources, training, and workplace accreditation services for video games industry professionals and gamers worldwide.
- Ownership category
- akta.pro rank
Safe In Our World industry classification
Industry- Product category
- Mental Health Charity Services
- NAICS
- Individual and Family Services (6241)
- SIC
- Services-Social Services (8300), Services-Misc Health & Allied Services, Nec (8090)
- akta.pro primary industry
- Gaming Trust & Safety (UGC, Chat, Anti-toxicity) (BPAAALAF)
- akta.pro secondary industries
- Student Support Hotlines & Digital Wellbeing Tools (EDAJAIAL), Family & Community Support Services (Case Management, Referrals) (EDAJAIAK)
Keywords
Where Safe In Our World is headquartered
LocationHeadquarters
- HQ city
- Watford
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Safe In Our World business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Donations: Public donations accepted via the website, processed through Beacon payment platform. All donations are invested purely into the charity to help with operational costs.
- Charity Gaming Bundles: Annual charity bundles with video game publishers and retailers (e.g., Fanatical bundle raising $263,582 in 2026). Proceeds support the charity's mental health initiatives.
- Merchandise Sales: Official Safe In Our World merchandise sold through Seven Squared. Every tee sale supports the charity.
- Corporate Partnerships: Partnerships with games companies for Level Up programme participation, accreditation services, and in-game activations.
- Fundraising Events: Fundraising activities including Press Pause annual fundraiser, event mixers (Safe Break), and community fundraising campaigns.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Annual | Level Up Mental Health Partner Programme - Free |
| Other | Multi-year contract | Mental Health Star Accreditation - Contact for details |
| Freemium | Monthly | Training Workshops - Free |
| One time/ perpetual license | Pay-as-you-go | Safe Break Event Tickets - £5 |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels8 records
Safe In Our World product offering
Product offeringCore offering
Safe In Our World is a registered charity that provides mental health resources, training workshops, and a workplace accreditation programme specifically tailored for the video games industry and gaming community. Its core services include the Mental Health Star Accreditation, the Level Up Mental Health Partner Programme, bespoke training workshops, crisis and wellbeing resource hubs, and global directories of mental health support.
Product overview
Safe In Our World operates as a mental health charity offering a portfolio of products and programs for the video games industry. The core offerings include the Mental Health Star Accreditation, a workplace certification program, and the Level Up Mental Health Programme, a partner network providing access to training and resources. Additional products include the Safe Space Podcast, Good Game Playbooks (developed with Ubisoft), and various toolkits covering workplace accessibility and self-guided mindfulness. The organization functions as a content and resource hub rather than a software platform, providing educational materials, accreditation services, and community support initiatives.
Differentiator
Problem solved
Functional benefit
Products and services
- Mental Health Star Accreditation A workplace mental health accreditation programme designed for organizations in the video games industry to recognize and certify their commitment to exemplary employee mental health and wellbeing practices. Accessible, flexible, and scalable for studios of all sizes.
- Level Up Mental Health Programme
Companies that use Safe In Our World
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles2 records
Safe In Our World technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Safe In Our World partnerships and signals
Strategic signalPartnerships
19 partnerships are on record, tiered core and minor.
- AbleToPlaycorePartnership to introduce 'Headspace' category on AbleToPlay's game search platform, helping gamers discover games aligned with their mental health needs and interests.
- FanaticalcoreAnnual Safe In Our World Charity Bundle sold through Fanatical, raising $263,582 in 2026. The bundle includes games from multiple publishers with proceeds supporting the charity's mental health initiatives in the games industry.
- UbisoftcoreSafe In Our World and Ubisoft co-developed Good Game Playbooks for kids, teens, and parents, challenging toxicity in video games. Previously co-developed the first Good Game Playbook to combat disruptive in-game behavior.
- HumblecoreWired Productions and Humble delivered anniversary bundles worth £195.25 in celebration of Safe In Our World's sixth birthday.
- BAFTAcorePartnership to host Games Industry Mental Health Summit, bringing together industry leaders to discuss mental health support and best practices.
- Mind FitnesscoreTrusted training provider partnership offering comprehensive mental health training opportunities for games industry teams, including Mind Fitness Master training programme.
- Take ThiscoreUS charity partnership for mental health across the gaming lifecycle. Take This provides research, training, workshops and acts as an advocate for games and mental health worldwide.
- Sports Interactive Games / Football ManagerminorPartnership to place Safe In Our World messaging in stadiums throughout Football Manager game, providing in-game visibility for mental health resources.
- Embracer GroupcoreLevel Up Mental Health Partner supporting the charity's mission to improve mental health in the games industry.
- SEGAcoreLevel Up Mental Health Partner supporting the charity's mission to improve mental health in the games industry.
- Playground GamescorePartnership for Ambassador programme, with Playground Games helping support and promote the charity's ambassador initiatives.
- JagexcoreLevel Up Mental Health Partner. Ambassador programme partner. Jagex supports the charity's mission through workplace initiatives.
- Sumo DigitalcoreLevel Up Mental Health Partner. Ambassador programme partner. Sumo Digital supports the charity's mental health initiatives.
- Super Rare GamescoreLevel Up Mental Health Partner. Ambassador programme partner supporting the charity's mental health mission.
- MicrosoftcoreLevel Up Mental Health Partner supporting the charity's mission to improve mental health in the games industry.
- Deep SilvercoreLevel Up Mental Health Partner supporting the charity's mental health initiatives.
- Electric SquareminorSponsor of Safe Break mixer at Develop:Brighton 2026, supporting the charity's event programme.
- Seven SquaredminorMerchandise partnership selling official Safe In Our World merchandise. Every sale supports the charity.
- UkiecoreIndustry body partnership supporting games industry mental health initiatives and campaigns.
Scale indicators7 records
Recent moves7 records
Expansion highlights5 records
Safe In Our World competitors and assessment
Company assessmentDirect peers
- Take This: US-based nonprofit focused on mental health across the gaming lifecycle, providing research, training, workshops, and advocacy. Direct peer given overlapping mission to serve games industry professionals and players; SIOW explicitly partners with Take This for US activity.
- AbleToPlay: Game search platform helping players discover games based on accessibility and wellbeing needs. Directly comparable as a gaming-and-mental-health discovery platform; SIOW has a strategic partnership to launch the 'Headspace' category on AbleToPlay.
Broad incumbents
- Mind (UK mental health charity): Large UK mental health charity providing advice, support, and resources across the general population. Comparable as a UK-registered mental health charity with corporate partnership programmes, though not games-specific; relevant competitor for corporate mental health budgets.
- YoungMinds: UK charity focused on children and young people's mental health. Comparable in providing youth-focused mental health resources, training, and campaigning; overlaps with SIOW's Good Game Playbooks for kids and teens.
- Samaritans: UK-based mental health helpline charity referenced on SIOW's website as a key referral partner. Comparable as a national mental health support organisation, though broader in scope than SIOW's games-industry focus.
- Rethink Mental Illness: UK charity providing mental health information, services, and support groups. Comparable as a UK mental health support and referral organisation, sitting adjacent to SIOW's find-help directory offering.
- Childline (NSPCC): UK children's mental health and safeguarding helpline. Comparable in providing youth-focused mental health and safeguarding services relevant to SIOW's kids/teens Good Game Playbook audience.
Emerging players
- International Game Developers Association (IGDA): Global professional association advocating for game developers' wellbeing and quality of life. Comparable as an industry-body-style organisation focused on games industry professionals' working conditions and mental health, overlapping with SIOW's Level Up partners.
- Ukie: UK trade body for the interactive entertainment industry. Comparable as a UK games-industry body addressing workforce issues including mental health; SIOW is an official Ukie partner.
Others
- BAFTA: British Academy of Film and Television Arts, which has a dedicated games division and co-hosts the Games Industry Mental Health Summit with SIOW. Comparable as a cultural institution partnering on industry mental health programming.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Safe In Our World social profiles
Digital presenceSafe In Our World financial estimates
Financial estimateRevenue estimate
Valuation estimate
Safe In Our World leadership team
Management profileNumber of profiles
Profiles7 records
Safe In Our World funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Safe In Our World 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 Safe In Our World
What does Safe In Our World do?
Safe In Our World is a registered charity that provides mental health resources, training workshops, and a workplace accreditation programme specifically tailored for the video games industry and gaming community. Its core services include the Mental Health Star Accreditation, the Level Up Mental Health Partner Programme, bespoke training workshops, crisis and wellbeing resource hubs, and global directories of mental health support.
Is Safe In Our World a public or private company?
Safe In Our World is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Safe In Our World founded?
Safe In Our World was founded in 2019. It employs 11 to 50 people.
Where is Safe In Our World based?
Safe In Our World is headquartered in Watford, United Kingdom, in the Europe region.
How does Safe In Our World make money?
Five revenue lines are on record. Donations are the primary driver. The others are charity Gaming Bundles, merchandise Sales, corporate Partnerships and fundraising Events.
Who are Safe In Our World's main competitors?
Direct peers on record are Take This and AbleToPlay. Broad incumbents are Mind (UK mental health charity), YoungMinds, Samaritans, Rethink Mental Illness and Childline (NSPCC). Emerging players are International Game Developers Association (IGDA) and Ukie. BAFTA is listed as an others.
Does Safe In Our World have an API?
No public API is recorded for Safe In Our World.
What industry is Safe In Our World in?
Safe In Our World's product category is Mental Health Charity Services. Its primary akta.pro industry code is BPAAALAF, Gaming Trust & Safety (UGC, Chat, Anti-toxicity), with a secondary code of EDAJAIAL, Student Support Hotlines & Digital Wellbeing Tools. Its NAICS code is 6241 and its SIC code is 8300.