Pepi Play
Pepi Play is an independent Lithuanian game studio founded in 2011 that develops interactive mobile apps and the Pepi Pass subscription for children aged 3-7, distributed globally via Apple App Store and Google Play.
- Company typePrivate
- Founded2011
- HeadquartersVilnius, Lithuania
- Headcount11–50
- GTM typeB2C
- OfferingSoftware
What Pepi Play does
Pepi Play is an independent game studio founded in 2011 and headquartered in Vilnius, Lithuania, that builds interactive and gaming applications designed for young children. Its catalog spans more than ten themed properties - including Pepi Hospital, Pepi Hospital 2, Pepi School, Pepi Ride, Pepi Wonder World, Pepi Super Stores, Pepi House, Pepi Bath 2, Pepi Doctor, and Pepi Tree - distributed through Apple App Store and Google Play, with primary users being children aged approximately 3-7 and secondary users being their parents and educators.
The studio's core technology centers on multi-touch mobile gameplay built around role-play scenarios (medical clinics, schools, supermarkets, homes, vehicles), with proprietary content production supporting recurring catalogue updates. The flagship Pepi Hospital title received a major 2025 update adding a school area, and Pepi School: Playful Learning launched in 2024, indicating an ongoing shift from one-off role-play apps toward structured play-and-learn content. Privacy and compliance posture is treated as a product feature: the studio is COPPA-compliant, the iOS distribution is ad-free, Android uses only contextual advertising, and Family Sharing is supported.
Revenue is generated through three mechanisms: paid individual app purchases, the Pepi Pass subscription (monthly and annual tiers with a 3-day free trial) that unlocks the studio's content library, and contextual advertising within the Android builds only. The company is privately held with 11-50 employees and has not disclosed any outside funding rounds, positioning it as a profitable indie studio rather than a venture-backed venture.
Pepi Play firmographics
Firmographics- Name
- Pepi Play
- Legal name
- Pepi Play
- Website
- https://pepiplay.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Pepi Play is an independent Lithuanian game studio founded in 2011 that develops interactive mobile apps and the Pepi Pass subscription for children aged 3-7, distributed globally via Apple App Store and Google Play.
- Ownership category
- akta.pro rank
Pepi Play industry classification
Industry- Product category
- Children's Educational Mobile Gaming
- NAICS
- Software Publishers (5132)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Educational Games & Kids/Families Game Studios (MPAFAAAI)
Keywords
Where Pepi Play is headquartered
LocationHeadquarters
- HQ city
- Vilnius
- HQ country
- Lithuania
- HQ region
- Europe
Offices1 record
Markets served
Pepi Play business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Pepi Pass Subscription: Monthly and annual subscription providing full access to all Pepi Play games with ad-free experience across unlimited devices. Supports Family Sharing. Includes 3-day free trial.
- Individual App Purchases: Standalone purchase option for individual games through App Store and Google Play. Pepi Pass is the primary unlocking mechanism but individual app purchases are available separately.
- Contextual Advertising (Android): Contextual, age-appropriate ads displayed only in Android apps. Ads do not collect identifiers to build profiles or track users across the internet. Human review ensures age appropriateness.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Pepi Pass Monthly |
| Subscription | Annual | Pepi Pass Annual |
| Freemium | Monthly | 3-day Free Trial |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels3 records
Pepi Play product offering
Product offeringCore offering
Pepi Play designs, develops, and publishes interactive pretend-play and educational mobile applications for children ages 3-7, with 10+ themed apps covering hospitals, schools, households, stores, fantasy worlds, and vehicles. The flagship offering is the Pepi Pass subscription, which bundles access to all apps across unlimited devices with offline capability and Family Sharing. The studio operates globally via Apple's App Store and Google Play with a privacy-first, COPPA-compliant approach.
Product overview
Pepi Play is a portfolio of children's educational apps centered on pretend-play and role-playing experiences. The core offering includes individual apps covering themed environments (hospitals, schools, houses, stores, fantasy worlds) where children interact with characters and objects. The flagship subscription product Pepi Pass provides unified access to all 10+ apps (Pepi Hospital: City Life, Pepi School: Playful Learning, Pepi Hospital 2: Flu Clinic, Pepi Ride, Pepi Wonder World, Pepi Super Stores, Pepi House, Pepi Bath 2, Pepi Doctor, Pepi Tree) with ad-free experience and offline capability. The apps are designed for children ages 3-7 and encourage parent-child co-play.
Differentiator
Problem solved
Functional benefit
Products and services
- Pepi Pass Premium subscription service providing unlimited access to all Pepi Play games with a 3-day free trial, ad-free experience, no in-app purchases, offline play capability, and Family Sharing support for parents and children.
- Pepi Hospital: City Life Interactive hospital role-play game spanning 4 floors where children can play doctors, patients, or explorers. Features medical equipment, a companion Pepi Bot character, lab experiments, dentist chair, physical therapy routines, and an ambulance delivering new patients. Designed for children ages 3-7 with parental co-play.
- Pepi School: Playful Learning Educational pretend-play game set in a vibrant school environment with two floors featuring sports space, learning hub, nature zone, science class, and cafeteria. Designed for children ages 3-7 with inclusive characters and interactive activities.
- Pepi Hospital 2: Flu Clinic Futuristic flu clinic game featuring 7 child-friendly robot doctors and 30+ characters. Includes science lab with bacteria experiments, unique gameplay simulating virus infections, mini-games screen, and helicopter ambulance. Designed for children ages 3-7.
- Pepi Ride: Fun Car Racing Car riding and customization app with creative activity and riding challenges. Features garage for car customization with paint, brushes, wheels, gadgets, and stickers. Includes 9 driving courses set in colorful fantasy locations with varying difficulty.
- Pepi Wonder World Digital dollhouse pretend-play game with four island worlds: King's Castle, Witch House, Dwarf Mountain, and Dragon Playground. Features 60+ fairy tale characters including knights, princesses, gnomes, witches, and dragons. Supports multi-touch for multiple players.
- Pepi Super Stores Edutainment game set in a futuristic store with thousands of interactive items and 34 characters. Features food machines to create various items, elevator transportation between floors, and customizable character clothing and hairstyles.
- Pepi House Digital dollhouse game about daily household life with 4 floors representing different areas. Features 10 characters including pets, hundreds of interactive items, themed rooms, and elevator for moving items and characters between floors. Designed for ages 3-7.
- Pepi Bath 2 Sequel to Pepi Bath featuring role-playing bathroom care activities with 4 characters and 6 scenes covering sink, bath, clothes care, toilet, dressing up, and laundry. No in-app purchases. Designed for children ages 3-7.
- Pepi Doctor Medicine-themed role-play game where children play doctor to cure three patients (Amber, Eva, Milo) using over 20 doctors' tools. Features 5 different diseases including cold, scrapes, sore throat, toothaches, and broken bones.
- Pepi Tree Educational game exploring tree-dwelling animals and their ecosystem habits. Features 6 different animals (worm, owl, spider, squirrels, hedgehog, mole) each living on separate tree floors with different tasks. Teaches about animal appearance, diet, habitat, and behavior.
Companies that use Pepi Play
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles2 records
Pepi Play technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration9 records
Feature3 records
Pepi Play partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core.
- Google Firebase / Firebase AnalyticscoreGoogle Firebase Analytics is used for improving services and understanding user engagement. Firebase Analytics helps track game progress, crashes, and feature usage to enhance app quality.
- Google AdMobcoreContextual advertising platform serving age-appropriate, non-tracking ads in Android apps. Ads are reviewed for compliance with children's advertising standards.
- KidozcoreSpecialized in contextual and age-appropriate advertising for children. All advertising practices include human review of ad creatives.
- UnitycoreAdvertising services provider for displaying contextual advertisements within Pepi Play apps. Ads do not track or build user profiles.
- Vungle (LiftOff)coreAdvertising services for contextual, non-tracking ads in Android apps. Part of the contextual advertising ecosystem serving children-friendly content.
- IronSourcecoreMobile advertising platform delivering contextual ads in Pepi Play's Android applications with age-appropriate content review.
- SuperAweSomecoreAdvertising services partner providing contextual, non-personalized advertisements for children's apps. All ad creatives are human-reviewed for age appropriateness.
Scale indicators2 records
Recent moves5 records
Expansion highlights5 records
Pepi Play competitors and assessment
Company assessmentDirect peers
- Toca Boca: Stockholm-based studio (owned by Spin Master) producing open-ended digital toys and pretend-play apps for kids, the closest direct competitor to Pepi Play's multi-app, role-play portfolio. Both studios monetize through freemium apps targeted at the same 3-7 age band.
- Sago Mini: Kids app studio (also under Spin Master/Toca Boca) focused on preschool open-ended play and storytelling, with comparable freemium mechanics and 2-5 age targeting that overlaps directly with Pepi Play's audience.
- Dr. Panda: Independent studio publishing role-play and educational games for young children (Dr. Panda Town, Dr. Panda Hospital), sharing Pepi Play's pretend-play, hospital, and town-building themes and 3-7 demographic.
- Duck Duck Moose (now Khan Academy): Acquired studio that built award-winning educational apps for young children (e.g., ChatterPix, Moose Math), a directly comparable indie-to-scale kids app portfolio.
Others
- Highlights for Children: Long-running children's content brand (print, digital, apps) targeting early-childhood learning with comparable educational positioning but a primarily subscription/print model.
Emerging players
- Khan Academy Kids: Free, mission-driven early-learning app with classroom and parent use cases, partially overlapping Pepi Play's educator adoption narrative and 3-7 age range.
- Wildflower Interactive: Independent studio behind apps like "Tinybop" series, an indie peers focused on open-ended educational play apps for children, comparable in size and creative-driven model to Pepi Play.
Broad incumbents
- LEGO DUPLO Play: Brand-backed mobile games from a global toy giant targeting the same early-childhood segment with stronger physical-to-digital cross-promotion than Pepi Play.
- Nick Jr. (Paramount): Major children's media brand with a portfolio of preschool apps and games, competing for App Store Kids Category visibility and parental brand trust.
- PBS Kids Games: US public-media children's app portfolio offering educational games tied to well-known TV properties, competing for the same Kids Category slots and educator trust as Pepi Play's catalog.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Pepi Play social profiles
Digital presencePepi Play compliance and trust
Trust signalCompliance2 records
Pepi Play financial estimates
Financial estimateRevenue estimate
Valuation estimate
Pepi Play leadership team
Management profileNumber of profiles
Pepi Play funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Pepi Play 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 Pepi Play
What does Pepi Play do?
Pepi Play designs, develops, and publishes interactive pretend-play and educational mobile applications for children ages 3-7, with 10+ themed apps covering hospitals, schools, households, stores, fantasy worlds, and vehicles. The flagship offering is the Pepi Pass subscription, which bundles access to all apps across unlimited devices with offline capability and Family Sharing. The studio operates globally via Apple's App Store and Google Play with a privacy-first, COPPA-compliant approach.
Is Pepi Play a public or private company?
Pepi Play is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Pepi Play founded?
Pepi Play was founded in 2011. It employs 11 to 50 people.
Where is Pepi Play based?
Pepi Play is headquartered in Vilnius, Lithuania, in the Europe region.
How does Pepi Play make money?
Three revenue lines are on record. Pepi Pass Subscription is the primary driver. The others are individual App Purchases and contextual Advertising (Android).
Who are Pepi Play's main competitors?
Direct peers on record are Toca Boca, Sago Mini, Dr. Panda and Duck Duck Moose (now Khan Academy). Highlights for Children is listed as an others. Emerging players are Khan Academy Kids and Wildflower Interactive. Broad incumbents are LEGO DUPLO Play, Nick Jr. (Paramount) and PBS Kids Games.
Does Pepi Play have an API?
No public API is recorded for Pepi Play.
What industry is Pepi Play in?
Pepi Play's product category is Children's Educational Mobile Gaming. Its primary akta.pro industry code is MPAFAAAI, Educational Games & Kids/Families Game Studios. Its NAICS code is 5132 and its SIC code is 7372.