WallaBee
WallaBee is a free-to-play iOS and Android geolocation-based collecting and trading card game, operated by Freeze Tag, Inc., where players forage virtual items at real-world locations, complete themed sets, trade with a global community, and mix items to create rare collectibles.
- Company typePrivate
- Founded2012
- HeadquartersMckinney, United States
- Headcount1–10
- GTM typeB2C
- OfferingSoftware
What WallaBee does
WallaBee is a geolocation-based collecting and trading card game for iOS and Android, owned and operated by Freeze Tag, Inc. The game blends physical-world foraging (players retrieve virtual items at GPS coordinates, then drop them for others to find) with a virtual collecting-card economy built around themed sets, sequential-numbered items, and a deterministic item-mixing mechanic that destroys inputs to create rarer outputs (the RareBee ranking system). Core platform components include the iOS/Android client, the official ItemBee web companion for set browsing and profile search, the community-built ItemBrowser for rarity tracking, an in-game store that issues sequential-numbered random items, a player-to-player in-game market, and the WallaBee Store (hosted under the parent company's e-commerce site) selling capacity upgrades such as Honeycombs, Locks, and Pouch Upgrades. The game is free to play with all items available to every player from release, deliberately avoiding pay-to-win mechanics.
WallaBee monetizes through optional freemium transactions: in-game store purchases via the Star Shop, WallaStore, and Banana Man Stamp–style unit-priced items, virtual capacity upgrades, and (historically) commissioned Unique Items handcrafted by Lead Designer Andy Cameron for special occasions. A separate WallaBee NFT initiative was announced in May 2021, and a RetroBee spinoff appears in site navigation, though neither is documented as a material revenue contributor. Distribution is exclusively through the Apple App Store, Google Play, and the Freeze Tag online storefront, with no public API, SDK, or third-party integrations. The game is maintained by a lean team of approximately three staff plus one long-tenured volunteer contributor, with no external funding, no M&A activity, and no disclosed financials.
The player base consists of horizontal, consumer mobile gamers — primarily collecting enthusiasts and community-driven traders — served through app store acquisition and retained via forums, blogs, and social trading features. Rob Vardeman (President, previously leader of sister-product Munzee), Robbie McGuire (Product Manager, player since January 2015), Andy Cameron (Lead Designer, ex-Karate Grafika, responsible for 1,800+ items), Mizak (volunteer programmer since Day 2, now staff), and Scott Foster (VP of Technology) constitute the operating leadership. WallaBee has been operating continuously since its 2012 launch, with the most recent substantive product release being the Recycling Center (February 2022) and ongoing maintenance updates through mid-2022.
WallaBee firmographics
Firmographics- Name
- WallaBee
- Legal name
- Freeze Tag, Inc.
- Website
- https://wallabeegame.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- WallaBee is a free-to-play iOS and Android geolocation-based collecting and trading card game, operated by Freeze Tag, Inc., where players forage virtual items at real-world locations, complete themed sets, trade with a global community, and mix items to create rare collectibles.
- Ownership category
- akta.pro rank
WallaBee industry classification
Industry- Product category
- Mobile Games
- NAICS
- Hobby, Toy, and Game Retailers (459120)
- SIC
- Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- Web3/Blockchain Game Studios (MPAFAAAO)
- akta.pro secondary industries
- In-Game Wallets, Stored Value & Virtual Currency Issuance (MPAFAJAB), Art, Collectibles & Luxury RWA Tokenization (FSADAEAK)
Keywords
Where WallaBee is headquartered
LocationHeadquarters
- HQ city
- Mckinney
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
WallaBee business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- In-Game Store Purchases: Players purchase items from in-game stores (Star Shop, WallaStore) using in-game currency or real money. Items are randomly generated with sequential numbering.
- Virtual Upgrades: Players can purchase pouch upgrades, honeycombs, and locks from the online store (store.munzee.com/collections/wallabee) to expand inventory capacity.
- Unique Item Commissions: Players commission custom Unique items (now closed) for special occasions, landmarks, or personal use.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Others | Free Play - Base Game |
| Unit Pricing | Pay-as-you-go | In-Game Store Items |
| One time/ perpetual license | Pay-as-you-go | Pouch Upgrades |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
WallaBee product offering
Product offeringCore offering
WallaBee is a geolocation-based collecting and trading card game for iOS and Android where players forage virtual items at real-world GPS locations, complete themed sets, trade items with other players, and mix items together to create new collectibles. The game is operated by Freeze Tag, Inc. as a free-to-play product, with revenue generated through optional in-game store purchases and virtual upgrades such as Honeycombs, Locks, and Pouch Upgrades.
Product overview
WallaBee is a geolocation-based collecting and trading card game for iOS and Android, developed by Freeze Tag, Inc. The core product is the WallaBee mobile app (iOS & Android), which is 50% a collecting game, 50% geolocation, and 100% community. Players forage for virtual items at real-world locations, complete themed sets, and trade with other players. The product ecosystem includes ItemBee, a free official web-based companion providing item and profile search; ItemBrowser, a community-built rarity tracking tool; an In-Game Store that generates random items; the player-to-player In-Game Market; a WallaBee Store for purchasing upgrades (Honeycombs, Locks, Pouch Upgrades); Unique Items commissioned by players; WallaBee NFT announced in 2021; and RetroBee as a retro spinoff.
Differentiator
Problem solved
Functional benefit
Brands
- ItemBee: The completely free and official web-based companion to WallaBee for iOS and Android, developed by Mizak and judypop. Provides item search and profile search functionality.
Products and services
- WallaBee Mobile Game (iOS & Android) A geolocation-based collecting and trading card game available on iOS and Android. Players forage virtual items at real-world GPS locations, collect themed sets, trade with other players, and mix items to create new ones. Free to play with all items available from release.
- ItemBee Web Companion The free official web-based companion to WallaBee, providing Item Search and Profile Search functionality for players to browse sets and manage their collections online.
- ItemBrowser A community-built web-based tool for browsing WallaBee items and rarity statistics, hosting the RareBee (RB) ranking system showing how rare items are based on mixing mechanics.
- WallaBee Store Online store where players purchase virtual upgrades such as Honeycombs, Locks, and Pouch Upgrades to enhance their gameplay inventory capacity.
- Unique Items Handcrafted custom items commissioned by players or issued by WallaBee staff for special occasions, events, or competitions, each designed by Lead Designer Andy Cameron in collaboration with the player's vision.
- WallaBee NFT NFT (Non-Fungible Token) initiative representing WallaBee's entry into blockchain-based collectibles aligned with their existing digital item collection model.
- RetroBee A retro version or spinoff of the WallaBee collecting and trading card game.
Companies that use WallaBee
Customer profileNamed customers2 records
Segments2 records
Ideal customer profiles2 records
WallaBee technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
WallaBee partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core.
- Freeze Tag, Inc.coreParent company of WallaBee. WallaBee is a self-funded startup from Munzee, operated under Freeze Tag, Inc. which owns and manages the game's intellectual property and services.
- MizakcoreVolunteer player who developed ItemBee - the completely free and official web-based companion to WallaBee for iOS and Android. Joined WallaBee in February 2012 (Day 2) and became Staff in September 2020.
- judypopcoreCo-developer of ItemBee - the web-based companion tool. Former web developer for wallabeegame.com and Munzee.
- Andy Cameron (Karate Grafika)coreLead Designer who has produced over 1800 items across 100+ sets and nearly 300 player uniques. Created unique artwork for WallaBee since its founding.
Scale indicators3 records
Recent moves6 records
Expansion highlights4 records
WallaBee competitors and assessment
Company assessmentDirect peers
- Munzee: Sibling geolocation scavenger-hunt game owned by the same parent company (Freeze Tag, Inc.) and previously led by WallaBee's current President Rob Vardeman. It uses a near-identical "forage items at real locations" mechanic and shares engineering infrastructure (store.munzee.com hosts WallaBee's upgrades), making it the closest functional peer.
- Ingress: Niantic's original geolocation AR game built on the same "go to real places, capture items, compete with other players" loop that WallaBee uses. Its portal/key economy is structurally analogous to WallaBee's foraging-and-trading item system, and it is widely seen as the blueprint that WallaBee's mechanics build upon.
- Pikmin Bloom: Niantic mobile walking-and-collecting game where players gather Pikmin by walking in the real world and cultivating collected decorations. It directly mirrors WallaBee's "geolocation-based collecting with progression" structure and targets the same casual-exercise-meets-collection audience on iOS and Android.
- Coin Hunt World: Geolocation-based collecting-and-trading game where players physically hunt for keys and currency in the real world and trade with others. It shares WallaBee's GPS-foraging, trading, and item-rarity mechanics, and has even integrated with the Munzee ecosystem, making it a niche direct competitor.
Broad incumbents
- Pokémon GO: Niantic's flagship geolocation collecting game that defines the category and overlaps almost perfectly with WallaBee's foraging/trading mechanics. Its scale, content releases, and AR features set the bar WallaBee competes against for player mindshare in geolocation-collecting games.
- Niantic: The platform operator behind Pokémon GO, Ingress, Pikmin Bloom, and Monster Hunter Now — the dominant incumbent in geolocation AR gaming. WallaBee competes for the same player attention budget and the same geographic venue partnerships that Niantic has institutionalized.
Emerging players
- Geocaching: Long-running real-world item-hunting hobby (founded 2000) where players hide and seek physical containers at GPS coordinates. It overlaps with WallaBee's foraging-at-real-locations loop and the same outdoorsy, location-aware hobbyist demographic, but monetizes primarily through premium memberships rather than in-game items.
- Adventure Lab: Groundspeak/Geocaching's mobile experience for location-based scavenger hunts and self-guided tours. It shares WallaBee's pattern of players visiting physical places to "collect" virtual rewards, but it is structured around curated experiences rather than free-form foraging.
- Letterboxing: Hobby alternative to geocaching where participants hide and seek rubber-stamped boxes at GPS coordinates, combining physical exploration with collectible keepsakes. It is conceptually adjacent to WallaBee's foraging/trading ethos and appeals to the same demographic of location-aware collectors.
- Topps Bunt: Digital mobile collecting/trading-card app (the "digital trading cards" cousin of WallaBee's collecting model). While narrower in scope (sports cards) and now integrated with the broader Topps digital ecosystem, it shared the same "free-to-collect card set + optional IAP" GTM motion WallaBee uses and is a useful comp for the in-game-monetization layer.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
WallaBee social profiles
Digital presenceWallaBee financial estimates
Financial estimateRevenue estimate
Valuation estimate
WallaBee leadership team
Management profileNumber of profiles
Profiles5 records
WallaBee funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
WallaBee 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 WallaBee
What does WallaBee do?
WallaBee is a geolocation-based collecting and trading card game for iOS and Android where players forage virtual items at real-world GPS locations, complete themed sets, trade items with other players, and mix items together to create new collectibles. The game is operated by Freeze Tag, Inc. as a free-to-play product, with revenue generated through optional in-game store purchases and virtual upgrades such as Honeycombs, Locks, and Pouch Upgrades.
Is WallaBee a public or private company?
WallaBee is a private company. It is classified as corporate owned and is currently operating.
When was WallaBee founded?
WallaBee was founded in 2012. It employs 1 to 10 people.
Where is WallaBee based?
WallaBee is headquartered in Mckinney, United States, in the North America region.
How does WallaBee make money?
Three revenue lines are on record. In-Game Store Purchases are the primary driver. The others are virtual Upgrades and unique Item Commissions.
Who are WallaBee's main competitors?
Direct peers on record are Munzee, Ingress, Pikmin Bloom and Coin Hunt World. Broad incumbents are Pokémon GO and Niantic. Emerging players are Geocaching, Adventure Lab, Letterboxing and Topps Bunt.
Does WallaBee have an API?
No public API is recorded for WallaBee.
What industry is WallaBee in?
WallaBee's product category is Mobile Games. Its primary akta.pro industry code is MPAFAAAO, Web3/Blockchain Game Studios, with a secondary code of MPAFAJAB, In-Game Wallets, Stored Value & Virtual Currency Issuance. Its NAICS code is 459120 and its SIC code is 7990.