A Better World

What A Better World does

A Better World is a private, family-owned social enterprise that develops and operates an uplifting virtual world game on Facebook, founded in 2000 (originally as ToonUps) by the Hansell family — Ray Hansell (Chairman/CEO), MarySue Lucci Hansell (President/COO), and Gregory R. Hansell (Chief Product Officer). The flagship product is a freemium social game in which players earn Do-Good Gold and Positive Power by performing acts of kindness, expressing gratitude, sending get-well notes, and completing good deeds both in-game and in real life; rewards are spent on avatar customization, home decoration, virtual pets, and in-game jobs. The proprietary "Cause Gaming" initiative, a registered trademark, ties in-game community milestones to real-world charitable donations: when players collectively hit do-good goals, the company releases funds to nonprofit partners including CURE International, Operation Warm, Cristo Rey Philadelphia, Dr. Phil Foundation, and others, with reported impact of $50,000+ donated across 20+ charities and 13+ life-saving surgeries funded.

The underlying technology consists of a Facebook platform-integrated social game with web and mobile companion components, including an internal API integration enabling players to send get-well messages delivered directly to children in CURE International hospitals via iPad. The company operates on a freemium monetization model: the base game is free, with revenue from optional purchases of virtual goods, specialty holiday packs, and in-game currency (Do-Good Gold). A planned mobile/tablet expansion called A Better World for Kids was crowdfunded via a $200,000 Indiegogo campaign in 2014. Supporting ecosystem entities include BetterWorldians Foundation, a 501(c)(3) non-profit founded in 2016, and BetterWorldians Radio, a podcast distributed on VoiceAmerica Variety Channel co-hosted by the Hansell family.

The company's go-to-market is product-led and community-led growth primarily through Facebook's social platform, supplemented by earned media coverage (NBC Philadelphia, TechNewsWorld, parenting publications), the BetterWorldians Radio podcast, and the BetterWorldians Foundation's charitable programming. Player base reached 4 million across 100+ countries with 40 million+ good deeds performed as of 2017; no more recent scale metrics are disclosed. The company is headquartered in Wayne, Pennsylvania, has 11-50 employees, and reports no institutional venture capital backing — operating as a lean, family-controlled enterprise with nonprofit-aligned mission positioning.

Name

A Better World

Legal name

A Better World

Website

https://abetterworld.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

11–50 employees

Short description

A Better World is a family-owned social enterprise that operates a freemium Facebook game in which players earn virtual rewards for kindness and good deeds, with the company's Cause Gaming initiative converting in-game milestones into charitable donations to nonprofit partners.

Ownership category

akta.pro rank

Product category

Social Gaming

NAICS

Amusement Parks and Arcades (7131)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Virtual Goods & Digital Item Commerce (skins, cosmetics, DLC) (MPAFAJAF)

akta.pro secondary industries

In-Game Item Marketplaces & Trading Platforms (MPAFACAJ), Gaming & Virtual World Communities (BPAMABAE)

Keywords

• Social gaming
• Casual mobile games
• Free-to-play games
• Positive psychology apps
• Charitable gaming platform

Headquarters

HQ city

Wayne

HQ country

United States

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

Revenue model

1. Freemium Virtual Goods: Core game is free-to-play. Players can purchase in-game extras such as special clothing, accessories, and pets using Do-Good Gold earned through gameplay. Specialty holiday packs and premium items available for purchase.
2. In-Game Currency Transactions: During promotional periods (e.g., holiday seasons), extras are available exclusively through Do-Good Gold earned by performing good deeds. Players can earn gold through jobs like Magician, Detective Agency, or Recycling.
3. Cause Gaming Donations: Corporate sponsors and partners contribute funds when community good-deed goals are reached, creating a philanthropic revenue stream tied to player engagement.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

A Better World is a social enterprise that develops and operates a free-to-play Facebook social game in which players earn in-game currency (Do-Good Gold) and Positive Power by performing acts of kindness, expressing gratitude, and completing good deeds in both virtual and real-world contexts. The game uses the trademarked "Cause Gaming" model, where collective community good-deed milestones unlock real charitable donations to partnered nonprofits such as CURE International and Operation Warm. Revenue is generated through optional in-game purchases of virtual goods, specialty holiday packs, and branded content.

Product overview

A Better World is a Social Enterprise operating primarily as a single flagship social game on Facebook, supplemented by a related non-profit arm and a planned mobile spin-off. The core product is the A Better World Facebook game — a virtual world game where players earn in-game rewards (Do-Good Gold and Positive Power) by performing acts of kindness, expressing gratitude, and completing good deeds in both virtual and real-world contexts. Players use these rewards to dress up avatars, decorate virtual homes, and care for pets. The game is monetized on a freemium model with optional in-game purchases. A key differentiator is the Cause Gaming initiative, through which players collectively meet do-good milestones that unlock real-money donations to partnered charities. Supporting products include BetterWorldians Radio (a podcast produced by the affiliated BetterWorldians Foundation, a 501(c)(3) non-profit), and A Better World for Kids — a planned tablet-based, kid-friendly spin-off game still in development. The company was formerly known as ToonUps, which remains the holding company for other products such as ToonUp Coach and ToonUp Presentations.

Differentiator

Problem solved

Functional benefit

Brands

• BetterWorldians Foundation: A 501(c)(3) non-profit organization founded by the Hansell family with a mission to make the world a better place by encouraging the best in everyone through positive thinking, values, and actions.
• BetterWorldians Radio
• Cause Gaming
• A Better World for Kids

Products and services

• A Better World (Facebook Game) Free-to-play virtual world social game on Facebook where players earn Do-Good Gold and Positive Power through acts of kindness, gratitude expression, and good deeds in both virtual and real life. Players use rewards to dress up avatars, decorate virtual homes, care for pets, run jobs like Magician or Detective Agency, and complete community goals that release real donations to charity partners. Targeted at families and adult social gamers aged 13 to 65+ across 100+ countries.
• A Better World for Kids Tablet-optimized, kid-friendly spin-off of the A Better World Facebook game designed to teach children kindness, anti-bullying, recycling, healthy eating, and gratitude through avatar, home, pet, and job mechanics. Was crowdfunded via Indiegogo in 2014 for development and mass distribution.
• BetterWorldians Radio Online podcast and show featuring guests and ideas making the world a better place, co-hosted by the Hansell family team behind A Better World and broadcast on the VoiceAmerica Variety Channel. Produced in Wayne, PA, as a media extension of the BetterWorldians Foundation.

Quantifiable outcome

• 40 million good deeds performed by 4 million players in 100+ countries
• +5 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature4 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• Cristo Rey PhiladelphiacoreStrategic or Co-development Partner · 20 September 2016College preparatory high school serving low-income youth. When players completed 250,000 good deeds, funds were released for transportation to work study programs. Charity Partner of the Month.
• BetterWorldians FoundationcoreStrategic or Co-development Partner · 1 August 2016501(c)(3) nonprofit founded by the Hansell family to promote positive thinking, values, and actions. Produces BetterWorldians Radio podcast and accepts donations to support positivity initiatives.
• YMCA of Greater BrandywinecoreStrategic or Co-development Partner · 3 March 2016Regional nonprofit charity strengthening community through youth development. Players completed 200,000 good deeds to fund summer camp experiences for kids in Chester County, PA.
• Operation WarmcoreStrategic or Co-development Partner · 1 February 2016Nonprofit providing winter coats to children in need. Partnership provides 250-1,000+ new coats when players complete good deed challenges. Multiple holiday campaigns completed, including million-deed challenges resulting in coat donations.
• Dr. Phil FoundationcoreStrategic or Co-development Partner · 1 June 2015Foundation helping children and families develop purpose and mission. Charity Partner of the Month supporting CASA campaign for abused and neglected children advocacy.
• Angels & DovesminorStrategic or Co-development Partner · 28 July 2014Anti-bullying organization. Partnership included Josey Milner Collection of merchandise in the game. Featured on BetterWorldians Radio.
• Summertime EntertainmentminorGTM or Marketing Partner · 29 April 2014Entertainment company behind Legends of Oz: Dorothy's Return. 100+ branded virtual goods released in A Better World based on the animated film.
• Integral Heart FoundationcoreStrategic or Co-development Partner · 2 May 2012Guatemala-based nonprofit focused on education. Players sent 50,000 virtual hearts, resulting in solar power installations for Mano De Leon School and Panorama Kindergarten in villages without electricity.
• CURE InternationalcoreStrategic or Co-development Partner · 11 April 2012Long-standing partnership with CURE International, a nonprofit operating hospitals for disabled children in developing countries. Players can send get-well messages directly to hospital patients via iPad through the Positive Post feature. When goals are met, funds are released for life-saving surgeries. Partnership has resulted in 13+ children receiving surgeries and 50,000+ messages sent to patients.
• Wish Upon a HerominorStrategic or Co-development Partner · 1 March 2012Nonprofit granting wishes for those in need. Players posted hopes and dreams to help grant wish for Gracie's Place special needs school (transport van).

Scale indicators11 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Wooga: European casual mobile/social game developer (June's Journey, Pearl's Peril). Comparable as a casual, story-driven virtual world game studio with freemium monetization, but with a more mature detective-narrative positioning.
• Kabam: Free-to-play mobile/social game publisher with virtual goods economies. Comparable freemium, virtual-currency-driven business model though focused on mid-core/mid-hardcore titles.
• Zynga: Pioneer of Facebook social games (FarmVille, CityVille) and now major mobile publisher. Comparable historical social-games DNA and freemium virtual goods monetization model, though at vastly larger scale and broader game portfolio.
• King Digital Entertainment: Casual mobile/social game publisher (Candy Crush) and Facebook-era pioneer. Comparable as a freemium virtual-goods casual gaming company with global reach; relevant for benchmarking freemium economics in social/casual gaming.

Emerging players

• Playrix: Major casual/family mobile game publisher (Homescapes, Gardenscapes) with mass-market family-friendly gameplay. Comparable as a family-targeted, casual virtual-world game company, but vastly larger scale and mobile-first versus A Better World's Facebook roots.
• Playful Studios: Independent casual/social game developer focused on uplifting, family-friendly experiences. Comparable mission-aligned, positive-game positioning, though primarily mobile/web rather than Facebook-native.
• CrowdStar: Social/mobile game developer (Covet Fashion, Happy Street) with deep Facebook-era social-game heritage and fashion/dress-up mechanics that mirror A Better World's Salon and Dress Up features.
• Outfit7 (Talking Tom & Friends): Developer of the Talking Tom franchise, a global family-friendly virtual pet/character game. Comparable to A Better World in the family/kid gaming demographic and virtual-pet gameplay loop (A Better World also features virtual pet care).

Others

• BetterWorldians Foundation: A Better World's affiliated 501(c)(3) nonprofit and BetterWorldians Radio producer. Not a competitor but a directly related ecosystem entity, demonstrating the integrated cause-marketing model.

Direct peers

• Toca Boca: Developer of Toca Life and related kid-friendly virtual world apps emphasizing open-ended, positive play. Closely aligned with A Better World's mission of uplifting, non-violent virtual world experiences for kids and families.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/PlayBetterWorld
• YouTubeyoutube.com/user/ToonUpYourWorld
• Facebookfacebook.com/ABetterWorld

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries2 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 A Better World