Lulu Lab
Lulu Lab is a Copenhagen-based impact game studio developing mobile educational games on sexual health, menstrual hygiene, mental health, and gender equality for adolescents in Africa, MENA, and Scandinavia, partnering with NGOs and governments on co-designed, offline-capable content.
- Company typePrivate
- Founded2017
- HeadquartersCopenhagen, Denmark
- Headcount1–10
- GTM typeB2B and B2C
- OfferingSoftware
What Lulu Lab does
Lulu Lab is a Copenhagen-based game and innovation studio founded in November 2017 by Matilde Juul and Sally Gregersen following the #Hack4Girls hackathon. The company develops educational mobile games for adolescents and young adults (primarily ages 10-24) on sensitive and taboo topics including sexual and reproductive health and rights (SRHR), menstrual hygiene, mental health, and gender equality. Core products include The Dilemma Game (sexual education, co-created with Save the Children and BRAC), Lulu's Journey (menstrual hygiene storytelling for girls), The Dilemma Game Stay Safe Edition (COVID-19), and Dilemmaspillet & De 17 Verdensmål (Danish SDG curriculum game). Games are built with a human-centered design methodology featuring visual learning, voice-overs for low-literacy users, offline functionality for low-connectivity regions, and multi-language support (English, Krio, Danish). Analytics are provided via GameAnalytics integration for impact measurement.
Lulu Lab firmographics
Firmographics- Name
- Lulu Lab
- Legal name
- Lulu Lab
- Website
- https://lululab.org
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Lulu Lab is a Copenhagen-based impact game studio developing mobile educational games on sexual health, menstrual hygiene, mental health, and gender equality for adolescents in Africa, MENA, and Scandinavia, partnering with NGOs and governments on co-designed, offline-capable content.
- Ownership category
- akta.pro rank
Lulu Lab industry classification
Industry- Product category
- Educational Gaming Software
- NAICS
- Doll, Toy, and Game Manufacturing (33993)
- SIC
- Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- Educational Games & Kids/Families Game Studios (MPAFAAAI)
Keywords
Where Lulu Lab is headquartered
LocationHeadquarters
- HQ city
- Copenhagen
- HQ country
- Denmark
- HQ region
- Europe
Offices1 record
Markets served
Lulu Lab business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- B2B/B2G Game Development and Customization: Lulu Lab co-designs and develops custom educational games for NGOs, governments, and organizations. Data analysis is paid by clients according to specific agreements describing the scope.
- Impact Reports: Providing impact reports with statistics and data visualizations that document educational efforts for stakeholders and donors.
- Game Licensing and Translation: Adapting existing games to new cultural settings including language translation and visual redesign for new markets.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Free for end users (players) |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels8 records
Lulu Lab product offering
Product offeringCore offering
Lulu Lab develops and co-designs educational games for Android devices that teach adolescents about Sexual and Reproductive Health and Rights, Menstrual Hygiene, Mental Health, and Gender Equality. Games are free for end users and function both online and offline, while the company generates revenue through custom game development, human-centered design workshops, innovation consulting, and impact reporting services contracted by NGOs, governments, and international organizations.
Product overview
Lulu Lab is an award-winning Game and Innovation Studio developing educational games with a focus on Reproductive Health, Menstrual Hygiene, Sexual Rights, Mental Health, and Gender Equality. The core product portfolio includes The Dilemma Game (sexual education), Lulu's Journey (menstrual hygiene), and The Dilemma Game - Stay Safe Edition (COVID-19). The company also offers human-centered design workshops, custom game development and co-design services, innovation consulting, and impact reports. All games are designed to work both online and offline, supporting group play as dialogue tools. The company operates from Copenhagen, Denmark, and serves partners in East and West Africa, Scandinavia, and the MENA region.
Differentiator
Problem solved
Functional benefit
Brands
- The Dilemma Game: An educational game on Sexual Education covering Puberty, Pregnancy, STI's and Contraceptives, and Sexual Rights, set in Freetown, Sierra Leone.
- Lulu's Journey
- Dilemma & Verdensmål
- COVID-19 Educational Game
Products and services
- The Dilemma Game
Quantifiable outcome
- User tests have shown the Dilemma game engages users in learning about taboo topics and increases knowledge on SRHR topics
- +1 more outcomes
Companies that use Lulu Lab
Customer profileNamed customers10 records
Segments5 records
Ideal customer profiles3 records
Lulu Lab technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature5 records
Lulu Lab partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered core and minor.
- Save the Children Sierra LeonecoreCo-creating and developing Edtech game on Sexual Education with girls and boys from selected areas of Freetown, alongside local specialists, religious leaders and community representatives.
- Save the Children DenmarkcoreSupporting implementation of Sexual Education game and COVID-19 game co-creation in Sierra Leone.
- BRACcoreCo-creating and developing Edtech game on Sexual Education with girls and boys from Uganda. BRAC is the world's largest development organisation working to create opportunities for people living in poverty.
- UN Women EthiopiacoreCo-creating and testing Edtech game on Menstrual Hygiene with Ethiopian girls by invitation from the Danish Foreign Ministry.
- Plan InternationalminorPartner organization listed as part of Lulu Lab's ecosystem of partners.
- The Pad ProjectminorConducted field research to report on various Menstrual Hygiene activities carried out by NGO Sierra Leone Rising. The Pad Project is behind the Oscar-winning documentary film Period. End of Sentence.
- KVINFOcoreCo-creating and developing Edtech game on Gender and Masculinity as dialogue tool for young adults in Morocco. KVINFO is Denmark's knowledge center for gender and equality.
- WISER InternationalcoreTesting Edtech game on Menstrual Hygiene with local girls via WISER's offline computer lab in Muhuru Bay, Kenya. WISER works to empower girls through transformative education.
- PeriammacoreTesting and co-creating Edtech game on Menstrual Hygiene and Sexual Education with local boys and girls in Nakuru, Kenya. Periamma is a Danish NGO empowering children and women.
- UMATIminorTesting and co-creating Edtech game on Sexual Education through workshops with local youth from Temeke, Dar Es Salaam, Tanzania. UMATI focuses on youth SRHR.
- Next GymnasiumminorTesting and co-creating Edtech game on Mental Wellbeing with high school students through workshops and mini-hackathon. Danish high school focusing on IT and game design.
- Børns VilkårminorTesting and co-designing game prototype on Mental wellbeing and Loneliness through workshops at selected elementary schools in Copenhagen.
- EnpactminorSelected as one of 10 European start-ups for tech impact program in Ghana. Enpact empowers entrepreneurship and international cooperation.
- UNDP & Draper UniversitycoreSelected to participate in UNDP's Impact Venture Pre-Accelerator to accelerate and scale health-tech ventures with innovative technology solutions for COVID-19 challenges.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Lulu Lab competitors and assessment
Company assessmentBroad incumbents
- Wysa: Global AI-driven mental health chatbot serving adolescents and adults across multiple continents. Comparable as a digital mental-health intervention for young people, including in lower-connectivity settings, though delivered via conversational AI rather than games.
- Schell Games: Established US serious and educational game studio with a track record in healthcare, training, and learning games. Comparable on the serious-games business model and custom co-development services, though operating at much larger scale and in higher-income markets.
Direct peers
- Triggerise: Netherlands-based digital health platform providing SRHR and adolescent health services across Africa and Asia. Comparable on the combination of adolescent health focus, multi-country African footprint, and reliance on donor/institutional partnerships.
- Girl Effect: International NGO building media, mobile, and brand experiences to empower adolescent girls in low- and middle-income countries. Comparable mission to Lulu Lab's SRHR and menstrual hygiene work and similar reliance on foundation and institutional donor funding.
- Reach Digital Health: South African digital health organization delivering mobile SRHR programs for adolescents across Africa. Closely comparable on mission (adolescent SRHR via mobile), institutional donor model, and multi-country African deployment, though Reach primarily uses chat/IVR rather than games.
- Love Matters (RNW Media): Dutch-founded platform delivering sexual and reproductive health information to young people in Africa and Asia. Comparable as a digital SRHR education channel targeting the same 10-24 demographic with a donor-funded model.
- Ubongo: Tanzania/Africa-headquartered edutainment company producing localized educational media (including animated shows and interactive content) for African children. Most directly comparable to Lulu Lab on the combination of educational content, Africa-first distribution, and free-to-user delivery funded by donor and partner revenue.
- Filament Games: US-based educational game studio building learning games for museums, publishers, and NGOs. Comparable as a custom educational game development and co-design services shop, though operating in higher-income markets.
Emerging players
- Hacey Health Initiative: Nigerian non-profit delivering adolescent SRHR education and outreach programs across Africa. Comparable on the SRHR education mission and African adolescent target audience, though primarily running in-person programs rather than digital games.
- Kucheza Gaming: Kenyan-based educational game studio developing mobile games for African youth, including health and life-skills content. Directly comparable on educational mobile games targeting African adolescents, though operating at an earlier stage and on a narrower topic set.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Lulu Lab social profiles
Digital presenceLulu Lab compliance and trust
Trust signalCompliance1 record
Lulu Lab financial estimates
Financial estimateRevenue estimate
Valuation estimate
Lulu Lab leadership team
Management profileNumber of profiles
Profiles2 records
Lulu Lab funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Lulu Lab 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 Lulu Lab
What does Lulu Lab do?
Lulu Lab develops and co-designs educational games for Android devices that teach adolescents about Sexual and Reproductive Health and Rights, Menstrual Hygiene, Mental Health, and Gender Equality. Games are free for end users and function both online and offline, while the company generates revenue through custom game development, human-centered design workshops, innovation consulting, and impact reporting services contracted by NGOs, governments, and international organizations.
Is Lulu Lab a public or private company?
Lulu Lab is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Lulu Lab founded?
Lulu Lab was founded in 2017. It employs 1 to 10 people.
Where is Lulu Lab based?
Lulu Lab is headquartered in Copenhagen, Denmark, in the Europe region.
How does Lulu Lab make money?
Three revenue lines are on record. B2B/B2G Game Development and Customization is the primary driver. The others are impact Reports and game Licensing and Translation.
Who are Lulu Lab's main competitors?
Broad incumbents on record are Wysa and Schell Games. Direct peers are Triggerise, Girl Effect, Reach Digital Health, Love Matters (RNW Media), Ubongo and Filament Games. Emerging players are Hacey Health Initiative and Kucheza Gaming.
Does Lulu Lab have an API?
No public API is recorded for Lulu Lab.
What industry is Lulu Lab in?
Lulu Lab's product category is Educational Gaming Software. Its primary akta.pro industry code is MPAFAAAI, Educational Games & Kids/Families Game Studios. Its NAICS code is 33993 and its SIC code is 7990.