forwARdgame

What forwARdgame does

forwARdgame (legally Forward Game UG, Berlin, founded 2017) is an 8-person Active AR (AAR) studio that builds interactive augmented-reality games requiring physical player movement in real-world spaces. The flagship product is STACKAAR, a mobile AR game that turns players' physical surroundings into sci-fi obstacle courses via robot characters ("Robiks") and cube-stacking mechanics; STACKAAR is currently distributed via iOS TestFlight, Google Play, Meta Horizon, PICO XR, Snap Spectacles, and XREAL AR Lab, with digital assets traded on keepsake.gg and competitive play routed through the World Play League leaderboard ("STACKAAR Circuit"). Underlying the product is the company's coined AAR methodology combining AR, computer vision, AI, Web3 and 5G/MEC edge compute (delivered through Deutsche Telekom and Ericsson partnerships).

The business operates a hybrid B2B/B2C model. B2B revenue comes from custom Snapchat Lenses for brands (Snapchat Creator Marketplace member, 28M+ cumulative lens plays, 5 Snapchat recommended features) and from project-based location-based AR experiences for sports clubs and venues (Schalke 04, Johan Cruijff ArenA, Telekom Baskets Bonn, Deutsche Bahn Regio Magio). B2C revenue comes from mobile game sales, in-app digital asset transactions through keepsake.gg, and an emerging AI-powered XR companion for senior care co-developed with melu. Distribution reaches users globally through app stores, XR platform marketplaces, and Discord-driven community engagement, while named enterprise clients remain concentrated in EMEA (Germany, Netherlands, UK).

Name

forwARdgame

Legal name

Forward Game UG (haftungsbeschränkt)

Website

https://forwardgame.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Berlin-based 8-person Active AR (AAR) studio behind the STACKAAR mobile AR game, serving sports clubs, brands and consumers across XR platforms including Meta, PICO, XREAL and Snap.

Ownership category

akta.pro rank

Product category

Augmented Reality Mobile Gaming

NAICS

Amusement Arcades (71312), Spectator Sports (71121)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

VR/AR Game Publishing & Distribution (MPAFABAK)

akta.pro secondary industries

VR/AR Gaming Platforms (BPAMAKAG), Mobile/Digital Experiential (AR/VR, Interactive Installations) (MPAAAGAI)

Keywords

• Augmented reality gaming
• Mobile AR games
• Custom AR lenses
• Sports venue AR experiences
• XR headset applications

Headquarters

HQ city

Berlin

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

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

Revenue model

1. Mobile Game Sales (STACKAAR): Direct sales of STACKAAR AR game through app stores (iOS TestFlight, Google Play). Game features in-app digital asset purchases via keepsake.gg marketplace.
2. Digital Asset Sales: Sale of digital assets within the STACKAAR game through keepsake.gg integration, including Robik characters and customization items.
3. Custom Lens Creation for Brands: Creation of custom Snapchat Lenses for brands as part of marketing campaigns and customer engagement projects, reaching millions of Snapchat users.
4. Sports Venue AR Projects: Custom AR game and experience development for sports clubs and venues worldwide, including location-based multiplayer games and arena-based activities.
5. AI-Powered XR Companion: Development of AI-powered XR companion applications for specific use cases such as senior care (partnership with melu).

Go-to-market motion4 records

Distribution channels6 records

Marketing channels8 records

Core offering

forwARdgame develops and publishes Active Augmented Reality (AAR) games and experiences, with its flagship product STACKAAR being a mobile AR game that overlays sci-fi obstacle courses onto real-world environments. The company also creates custom Snapchat AR Lenses for brand marketing campaigns and builds location-based, venue-specific AR experiences (fan engagement, games, challenges) for sports clubs, arenas, and transportation hubs. Revenue is generated through app-store game distribution, in-game digital asset sales via keepsake.gg, brand-sponsored Lens projects, and sports-venue AR experience contracts.

Product overview

forwARdgame is an XR company offering a portfolio of AR gaming products and services. The core product is STACKAAR, an Active AR mobile game that transforms physical spaces into interactive obstacle courses. The company also develops custom Snapchat Lenses for brand marketing. Their AAR (Active Augmented Reality) methodology underpins their games, combining real-world interactions with virtual gaming experiences. Since 2017, they have created sports-related AR experiences for clubs and venues globally, and are developing XR glasses content in partnership with hardware manufacturers.

Differentiator

Problem solved

Functional benefit

Products and services

• STACKAAR Active AR mobile game that turns players' physical environments into sci-fi obstacle courses. Players control robot characters (Robiks) and stack cubes overlaid via the device camera, with competitive leaderboards and digital asset purchases. Available on iOS (TestFlight), Android (Google Play), Meta Horizon, PICO XR, and Snap Spectacles.
• Custom Snapchat Lenses

Quantifiable outcome

• 28 million plays of Snapchat Lenses
• +2 more outcomes

Named customers5 records

Segments4 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

AI capability3 records

Feature6 records

Partnerships

19 partnerships are on record, tiered core and minor.

• NianticcoreTechnology or IntegrationPartnership for AR gaming technology and platform integration. Niantic is known for Pokemon GO and other location-based AR games.
• PICOcoreTechnology or IntegrationXR hardware platform partnership for distribution of STACKAAR on PICO XR headsets. App available on PICO store.
• QualcommcoreTechnology or IntegrationFeatured on Qualcomm Spaces platform for XR development. Showcases Active AR technology powered by Qualcomm's XR solutions.
• XREALcoreTechnology or IntegrationXR glasses partnership for content availability on XREAL AR Lab. App featured on XREAL AR Lab platform.
• MetacoreTechnology or IntegrationSTACKAAR available on Meta Horizon platform for Quest users. Partnership for XR content distribution.
• SnapTechnology or IntegrationSnapchat Creator Marketplace member creating custom AR Lenses. STACKAAR available on Spectacles platform. Lenses featured 5 times in recommended Lenses.
• Deutsche TelekomcoreTechnology or Integration5G + XR partnership for pioneering tomorrow's technologies. Deutsche Telekom features forwARdgame in their 5G AR/VR showcase. MEC-enabled gaming experiences.
• GooglecoreTechnology or IntegrationARCore integration for Android AR capabilities. Featured in Google Developer Blog for ARCore Depth API implementation.
• leAD Sports AcceleratorcoreStrategic or Co-development PartnerforwARdgame is an alumni startup of leAD Sports Accelerator inaugural class of 2017, the sports tech accelerator founded by the family of Adidas founder Adi Dassler.
• Johan Cruijff ArenAcoreStrategic or Co-development PartnerInnovation partnership for AR experiences at the Johan Cruijff ArenA in Amsterdam. Included in arena visitor innovation finalists.
• Schalke 04coreStrategic or Co-development PartnerSchalke Quest AR gaming project for the German football club, creating innovative fan engagement experiences.
• Telekom Baskets BonnminorStrategic or Co-development PartnerAR experiences for basketball team through Telekom Dome app integration.
• Deutsche BahnminorStrategic or Co-development PartnerRegio Magio AR app partnership for gamification at German railway stations.
• hubraumminorStrategic or Co-development PartnerPartnership through Beyond Basketball program for sports tech innovation.
• Game X ChangeminorChannel Partner/ Reseller/ DistributorGameFi platform partnership for AR games distribution.
• nonvoiceminorChannel Partner/ Reseller/ DistributorPartnership adding 3 AR games to nonvoice portfolio through new partnership agreement.
• MeluminorStrategic or Co-development PartnerJoint development of AI-Powered XR Companion for seniors, combining forwARdgame's XR expertise with melu's senior care focus.
• keepsake.ggminorChannel Partner/ Reseller/ DistributorDigital asset marketplace for STACKAAR game items including Robik characters and customization.
• XRBBminorStrategic or Co-development PartnerMember of XRBB - the association of XR talents in Berlin and Brandenburg.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Rec Room: Cross-platform XR social gaming platform with user-generated content, available on Meta Quest, PICO, PlayStation VR, and mobile. Comparable in deploying a multi-OEM XR distribution strategy and supporting self-serve/UGC creator flows.
• Niantic: Developer of location-based AR games including Pokémon GO and Ingress. Most direct competitor in the active-AR-gaming-in-the-real-world category that forwARdgame's STACKAAR targets, and explicitly listed as a partner in the company's ecosystem.
• 8th Wall: WebAR development platform (now part of Niantic) used to build browser-based AR experiences. Comparable as enabling infrastructure for AR experiences that forwARdgame delivers to brand and venue clients.
• Resolution Games: VR/AR-native game studio publishing multiplayer titles across Meta Quest, PICO, and other XR platforms. Closely comparable product strategy (multi-platform XR games) and similar reliance on third-party XR storefronts.

Emerging players

• Spatial: Collaborative XR platform supporting AR/VR meetings and 3D spaces across headsets and mobile. Partial overlap with forwARdgame's location-based and venue-AR ambitions, particularly in enterprise and event contexts.

Broad incumbents

• Magic Leap: Spatial computing / AR headset OEM with enterprise focus and developer platform. Comparable as a hardware-and-platform incumbent that competes for AR experience developers and venue-deal budgets.
• XREAL: Consumer AR glasses manufacturer whose AR Lab platform hosts forwARdgame content. Both a distribution partner and a competing destination for AR-native experiences as glasses adoption scales.
• Snap: Parent of Snapchat AR Lens ecosystem and Spectacles AR glasses — forwARdgame is a Creator Marketplace member here. Overlaps with forwARdgame's lens-creation business and Spectacles distribution ambitions.
• Meta: Owns Meta Horizon Store and Quest/Meta Ray-Ban Display hardware that distributes STACKAAR. Functions as both platform partner and broad-incumbent competitor across XR gaming and AR glasses.
• PICO (ByteDance): VR/XR headset OEM under ByteDance whose store distributes forwARdgame's STACKAAR. Comparable as platform incumbent and potential first-party content publisher competing for user attention.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/forwardgame
• YouTubeyoutube.com/@forward_game
• Facebookfacebook.com/forwardgamear
• LinkedInlinkedin.com/company/forwardgame
• Instagraminstagram.com/forwardgame.berlin

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 forwARdgame