What Playable does

Playable ApS is a Danish privately held SaaS company headquartered in Aarhus, Denmark, founded in 2017. It operates a self-service gamification platform that enables enterprise and mid-market marketers to build, configure, and deploy interactive marketing campaigns using 40+ pre-built game concepts (Wheel of Fortune, Match Matrix, Hit a Mole, scratchcards, quizzes, personality tests) without coding. The platform supports deployment across paid, owned, and earned channels and includes a built-in QR code generator, real-time campaign analytics, GDPR-compliant zero-party data capture, and 40+ native integrations spanning CRM (Salesforce Pardot, HubSpot), marketing automation (MAPP), email platforms (including a strategic partnership with Benchmark Email for instant-play video), loyalty systems, and analytics (Google Analytics). Playable serves 650+ brands across diverse verticals, with named enterprise customers including Carlsberg, Icelandair, Virgin Red, JYSK, Wärtsilä, Aeroméxico, Danske Bank, and Qiagen.

The company's revenue model combines annual subscription SaaS contracts (invoiced annually in advance, with a contractual 5% annual price escalator at renewal), paid Proof of Concept engagements (3-game evaluation campaigns), and time-and-materials managed services for custom development and campaign setup. Go-to-market is hybrid: a self-service product-led growth motion via app.playable.com for SMB and individual marketers, paired with enterprise field sales (dedicated reps, bespoke demos, white-glove onboarding), inside sales, and multilingual customer success in English, Danish, Finnish, German, and Dutch. ISO 27001:2022 certified since 2019 (maturity level 4/5) and GDPR compliant via ISAE 3000 assurance, with infrastructure hosted on AWS in Ireland. The company is led by Co-CEO/COO Marianne Pharsen and Co-CEO/CCO Andreas Fabricius, is privately held with no disclosed external funding, and has no parent company, acquisitions, or restructuring events on record.

Name

Playable

Legal name

Playable ApS

Website

https://playable.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

51–100 employees

Short description

Playable ApS is a Danish SaaS company that provides a self-service gamification platform with 40+ customizable game concepts and 40+ native integrations, enabling 650+ enterprise and mid-market brands including Carlsberg, Icelandair, JYSK, and Aeroméxico to build interactive marketing campaigns without coding.

Ownership category

akta.pro rank

Product category

Marketing Gamification Software

NAICS

Software Publishers (513210)

SIC

Services-Prepackaged Software (7372), Services-Computer Programming Services (7371)

akta.pro primary industry

Game-Based Learning & Gamification Authoring (EDAFAHAF)

akta.pro secondary industries

Live Operations & Game Management (Events, Economy Tuning, Content Drops) (MPAFAKAC), Player Acquisition & Growth Operations (UA Ops, ASO, Creative Ops) (MPAFAKAK)

Keywords

• Marketing gamification software
• Interactive campaign platform
• Game-based marketing tools
• Brand engagement platform
• Zero-party data collection

Headquarters

HQ city

Aarhus

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Subscription SaaS: Annual subscription-based access to the gamification platform. Subscription fees are invoiced annually in advance. Annual subscription fees increase by 5% at each renewal.
2. Managed Services: Professional services for campaign setup, custom development, and technical implementation. Charged on time-and-materials basis with Statement of Work. Includes campaign design, game technical settings, and custom solutions.
3. Proof of Concept Campaigns: Paid POC campaigns consisting of 3 games designed to help prospects evaluate if gamification is a fit for their business. Includes expert-built first game, collaborative second game, and self-built third game with expert support.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels10 records

Core offering

Playable provides a self-service SaaS gamification platform that enables marketers to create, tailor, and deploy interactive marketing campaigns using 40+ pre-built game concepts without coding. The platform includes built-in integrations with CRM, email, and analytics tools, zero-party data capture capabilities, real-time analytics, and QR code generation for omnichannel deployment across paid, owned, and earned media channels.

Product overview

Playable is a SaaS-based gamification platform designed specifically for marketers to build playable marketing activities that drive engagement. The core offering is the Gamification Platform, which provides access to 40+ customizable game concepts through a self-service interface. The Game Library serves as the repository of available game types, while the Platform Tour offers an interactive introduction to the platform's capabilities. For new customers, Playable offers a Proof of Concept Campaign option (paid) consisting of 3 games to evaluate fit. Managed Services are available as an add-on for professional setup and custom development beyond standard platform capabilities.

Differentiator

Problem solved

Functional benefit

Products and services

• Gamification Platform A self-service SaaS gamification software platform for creating marketing gamification campaigns at scale, providing 40+ game types, built-in integrations with CRM/email/analytics systems, and enterprise-ready features to engage audiences, capture zero-party data, and deliver measurable marketing impact for marketers.
• Managed Services Non-subscription professional services performed by Playable at the customer's request, charged on a time-and-materials basis. Covers platform-related tasks including standard solutions built using existing platform capabilities and custom solutions involving technical development beyond standard offerings.
• Proof of Concept Campaign A paid starter engagement for new customers consisting of 3 games designed to help prospects evaluate if gamification is a fit for their business. Includes expert-built first game, collaborative second game, and self-built third game with expert sparring/support.

Quantifiable outcome

• 41% average unique registration rate
• +8 more outcomes

Named customers15 records

Segments6 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature7 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Benchmark EmailcoreTechnology or Integration · 10 February 2026Strategic partnership integrating instant-play video capabilities directly into Benchmark's email marketing platform. Enables customers to add video to HTML emails without coding or technical effort. Partnership includes tiered pricing model with 7-day free trial and co-marketing activities including joint webinars. Claims brands typically see up to 30% increase in engagement and revenue.
• Amazon Web Services EMEAcoreTechnology or IntegrationAWS hosts all data and infrastructure for Playable's platform in Ireland (EU). AWS provides the cloud infrastructure including compute, storage, and database services. AWS holds ISO 27001, ISO 27017, and ISO 27018 certifications, along with SOC 1, 2, and 3 reports.
• Too Good To GominorGTM or Marketing PartnerPartner with Q8 in gamification campaign to fight food waste. Too Good To Go mobile app directs customers to restaurants and stores with surplus food. Campaign educated Q8 customers about food waste and increased footfall to Q8 stations.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Gleam.io: Direct competitor offering viral giveaway, contest, and gamified marketing campaigns for brands. Comparable self-service SaaS model targeting marketers with embedded experiences and integrations into CRMs and email tools, very similar GTM to Playable.
• Woobox: Interactive marketing platform that lets brands run contests, quizzes, polls, and gamified campaigns across social and web. Overlaps directly with Playable's self-service campaign builder and B2B marketing use cases.
• ShortStack: Self-service platform for creating interactive marketing campaigns including contests, giveaways, and quizzes. Targets the same marketer persona with similar template-driven campaign creation and analytics.
• Influitive: B2B customer advocacy and engagement platform using gamification to mobilize advocates, capture referrals, and drive product education. Overlaps with Playable's B2B use cases for lead generation, training, and customer engagement.
• Votigo: Social media marketing and contest platform offering gamified campaigns, sweepstakes, and user-generated content tools. Closely comparable to Playable's social-channel gamification and brand engagement focus.

Emerging players

• Spinify: Gamification platform focused on employee engagement, sales performance, and customer-facing experiences. Adjacent peer that competes with Playable in HR and employee engagement use cases.
• Mambo.io: Gamification-as-a-service platform for marketing, sales, and customer success teams. Provides APIs and templates that overlap with Playable's gamification campaign tooling, though with more developer-facing delivery.

Broad incumbents

• BI WORLDWIDE (Bunchball): Global engagement and loyalty solutions provider that acquired Bunchball, the legacy SaaS gamification platform. Larger incumbent offering gamification as part of broader employee and customer loyalty programs — directly comparable technology to Playable's stack.
• HubSpot: Major marketing automation and CRM platform that includes interactive content, forms, and basic gamified campaign features. Competes as a broader-suite alternative where marketers consolidate vendors rather than adopt point solutions like Playable.
• Salesforce Marketing Cloud: Enterprise marketing cloud with built-in interactive journey, loyalty, and personalization capabilities. Represents the consolidated-suite threat to Playable for enterprise buyers evaluating single-vendor vs. point-solution strategies.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/beplayable
• LinkedInlinkedin.com/company/playable-

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 Playable