My Game

What My Game does

MyGame is a Norwegian sports media production and streaming platform founded in 2019 and headquartered in Oslo. The company operates a network of more than 500 automated smart sports cameras installed across over 160 Norwegian municipalities, producing approximately 15,000 matches and events per year across six core sports disciplines: handball, football, ice hockey, floorball (innebandy), volleyball, and basketball. As of June 2026, coverage has expanded to eight sports with the launch of Tennis & Padel TV in partnership with Norges Tennis- og Padelforbund. The company's core product is live and on-demand match streaming, distributed exclusively through TV 2 Play, with subscribers paying 139 NOK per month or 1,199 NOK per year.

The underlying technology combines automated camera capture with a privacy-first architecture co-developed with Norges Idrettsforbund, including anonymous player opt-out via the Min Idrett system, automatic population register checks, and 60-90 day automatic deletion of recordings. The platform integrates two third-party analysis tools: Spiideo Perform for football and Team Account for indoor sports, adding a coaching and performance layer on top of consumer streaming. The Klubbstøtteordning (club support scheme) is a distinctive commercial mechanism that routes 20% of subscription revenue back to user-selected sports clubs via payment partner Buypass, with cumulative payouts reaching 7,897,269 NOK.

MyGame is privately held and jointly owned by TV 2, Amedia, and Sportway Media Group, which holds the majority stake and operates similar sports production businesses in more than 20 countries. The company serves a dual customer base: Norwegian families and fans seeking access to local and amateur matches, and sports clubs that benefit financially and analytically from the platform. Management is led by Managing Director and Editor-in-Chief Lars Setsaa. The company operates with 11-50 employees and remains focused exclusively on the Norwegian market.

Name

My Game

Legal name

MyGame

Website

https://mygame.no

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

MyGame is Norway's largest amateur sports streaming platform, operating 500+ automated cameras across 160+ municipalities to broadcast matches in handball, football, ice hockey, floorball, volleyball, basketball, tennis, and padel via TV 2 Play, while routing 20% of subscription revenue back to local sports clubs.

Ownership category

akta.pro rank

Product category

Sports Streaming Media

NAICS

Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (516210), Broadcasting and Content Providers (516), Other Spectator Sports (711219)

SIC

Services-Miscellaneous Amusement & Recreation (7990), Services-Allied To Motion Picture Distribution (7829)

akta.pro primary industry

Sports Streaming Distribution & App Platforms (CTV, Mobile, Web) (MPAKAOAL)

akta.pro secondary industries

Sports Data-Driven/Interactive Streams (Stats Overlays, Alternate Feeds) (MPAKAOAH), Sports Streaming Platforms (MPACAAAE)

Keywords

• Live sports streaming
• Automated sports cameras
• Amateur sports broadcasting
• Video analysis tools
• Club revenue sharing

Headquarters

HQ city

Oslo

HQ country

Norway

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Subscription Revenue: Monthly and annual subscriptions sold through TV 2 Play platform. Monthly subscription at 139 NOK, annual at 1199 NOK. 20% of subscription revenue goes directly back to user's chosen sports club through the club support scheme.
2. Gift Cards: Pre-paid gift cards available in 3, 6, and 12 month durations. Purchased through the website and redeemed via unique codes on TV 2 Play.

Pricing tiers

Go-to-market motion3 records

Distribution channels2 records

Marketing channels4 records

Core offering

MyGame produces and distributes live and on-demand streaming of amateur and youth sports matches across six disciplines (football, handball, ice hockey, floorball, volleyball, basketball), captured automatically through a network of 500+ installed smart sports cameras across Norway. Content is delivered exclusively to subscribers via the TV 2 Play platform, with 20% of every subscription routed back to the subscriber's chosen sports club through the Klubbstøtteordning program. The company also offers integrated video analysis tools (Spiideo Perform and Team Account) and, as of June 2026, a Tennis & Padel TV platform built with Norges Tennis- og Padelforbund.

Product overview

MyGame is Norway's largest producer of sports broadcasts, operating as a unified streaming platform with integrated analysis tools. The core offering is live and on-demand streaming of amateur and youth sports matches across six disciplines: football, handball, ice hockey, floorball (innebandy), volleyball, and basketball. Content is delivered exclusively through TV 2 Play. The platform also includes two integrated analysis add-ons: Spiideo Perform for football clubs with outdoor cameras, and Team Account for indoor sports. A club support system (Klubbstøtteordning) routes 20% of subscription revenue back to clubs via Buypass. Gift cards are available as a separate sub-brand. In June 2026, MyGame expanded into tennis and padel streaming via the new Tennis & Padel TV platform, developed in partnership with Norges Tennis- og Padelforbund. The company operates over 500 installed cameras across Norway and produces approximately 15,000 matches and events annually.

Differentiator

Problem solved

Functional benefit

Brands

• Tennis & Padel TV: A viewing platform launched in partnership with Norges Tennis- og Padelforbund for streaming Norwegian tennis and padel content.

Products and services

• MyGame Subscription Monthly (139 NOK) or annual (1,199 NOK) subscription providing access to live and on-demand sports broadcasts of handball, football, ice hockey, basketball, volleyball, and floorball from Norwegian clubs, delivered via the TV 2 Play platform. Subscribers choose a favorite club that receives 20% of subscription revenue through the Klubbstøtteordning club support system.
• Football Streaming Live and on-demand streaming of football matches from Norwegian clubs, covering 5th division and below for men, 2nd division and below for women, plus selected youth divisions (Obos Nasjonal G17 and G19).
• Handball Streaming Live and on-demand streaming of handball matches from Norwegian clubs covering NM Senior (excluding finals), 2nd-6th division, Junior series, Landsserien, Bringserien, and the highest regional level for the 16-year age class.
• Ice Hockey Streaming Live and on-demand streaming of ice hockey matches from Norwegian clubs covering 1st division women, 2nd-5th division men, U20 Elite, U20 1st division, U18 Elite, and U18 1st division.
• Floorball (Innebandy) Streaming Live and on-demand streaming of floorball matches from Norwegian clubs covering Eliteserien for men and women, Senior Oslo/Akershus Bandyregion division matches, and Senior Midt-Norge Bandyregion division matches.
• Volleyball Streaming Live and on-demand streaming of volleyball matches from Norwegian clubs covering Mizunoligaen for men and women, and 1st division for men and women across all levels from promising talents to experienced stars.
• Basketball Streaming Live and on-demand streaming of basketball matches from Norwegian clubs covering Basketligaen (BLNO) for men and women, 1st-4th division, and U19 series across all levels from top tier to grassroots.
• Tennis & Padel TV Streaming platform launched in June 2026 in partnership with Norges Tennis- og Padelforbund (NTPF) to make elite and recreational tennis and padel available to Norwegian audiences, covering tournaments, championships, and facility events nationwide. NTPF has 42,200 members across 190 clubs.
• Spiideo Perform Analysis Tool World-leading football analysis tool integrated with MyGame for clubs with outdoor camera installations. Provides automatic tagging of important events and goals, automatic recording on PC and iOS, drawing tools for visual communication, opponent match access via League Exchange for tactical preparation, and 180-degree camera perspective analysis.
• Team Account Analysis Tool Video and data analysis tool for indoor sports (basketball, handball, volleyball, floorball). Enables coaches to tag events such as shots, goals, and other data in real-time from streams, analyze performance with detailed player-specific data, add comments and drawings directly on video, and create and download clips for analysis or social media.
• Club Support System (Klubbstøtteordning) Revenue-sharing program where 20% of subscription income goes directly back to Norwegian sports. Subscribers choose which club receives the support. Clubs receive quarterly disbursements via payment partner Buypass, with funds intended to support sports activities, player development, equipment, and more.
• Gift Cards (Gavekort) Pre-paid gift cards for MyGame subscription available in 3-month (417 NOK), 6-month (834 NOK), and 12-month (1,199 NOK) options, providing full access to all MyGame content across six sports. 20% of revenue goes to the recipient's chosen club; validity begins upon activation and cards must be activated by December 31, 2026.

Quantifiable outcome

• 7,897,269 NOK paid out to Norwegian sports clubs
• +2 more outcomes

Named customers4 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

Integration4 records

Feature4 records

Partnerships

Eleven partnerships are on record, tiered core.

• Norges Tennis- og Padelforbund (NTPF)coreStrategic or Co-development Partner · 11 June 2026MyGame and Norges Tennis- og Padelforbund entered a long-term partnership for production and streaming of Norwegian tennis and padel. Launched the Tennis & Padel TV platform (www.tennisogpadeltv.no) to stream tournaments, championships, and facility events nationwide. First test broadcasts planned during NM starting June 25.
• Sportway Media GroupcoreTechnology or IntegrationMajority owner of MyGame through Sportway Media Group. Provides international network with similar operations in 20+ countries across Europe, North America, and Oceania. Experience from these markets used to develop new solutions for Norwegian tennis and padel.
• TV 2coreStrategic or Co-development PartnerCo-owner of MyGame and primary distribution partner. MyGame content is distributed exclusively through TV 2 Play platform. TV 2 provides streaming infrastructure and existing subscriber base.
• AmediacoreStrategic or Co-development PartnerCo-owner of MyGame along with TV 2 and Sportway Media Group. Amedia is a Norwegian media company.
• BuypasscoreTechnology or IntegrationPayment partner for club support scheme. Handles all disbursements to clubs. Clubs must have a user agreement with Buypass to receive club support payments. Most clubs in Norwegian sports already have agreements with Buypass.
• Norges HåndballforbundcoreStrategic or Co-development PartnerLong-standing partnership covering rights to Norwegian handball streaming. MyGame has secured broadcast rights for handball for many years ahead.
• Norges FotballforbundcoreStrategic or Co-development PartnerPartnership for football streaming rights. Covers amateur football from 5th division and below.
• Norges IshockeyforbundcoreStrategic or Co-development PartnerPartnership covering ice hockey streaming rights for youth and amateur levels.
• Norges BasketballforbundcoreStrategic or Co-development PartnerPartnership covering basketball streaming rights across all levels including BLNO.
• Norges VolleyballforbundcoreStrategic or Co-development PartnerPartnership covering volleyball streaming including Mizunoligaen and NM.
• Norges BandyforbundcoreStrategic or Co-development PartnerPartnership covering floorball (innebandy) streaming including Eliteserien for both men and women, and national team matches.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Hudl: US-based sports video analysis platform serving teams, clubs, and federations with recording, sharing, and analysis tools. Hudl competes in the same space as MyGame's integrated analysis offerings and is a relevant comparison point for sports video workflows.
• Pixellot: Israeli company providing AI-automated sports cameras and streaming platforms for amateur and youth leagues, federations, and clubs. Operates a similar hardware-plus-software model as MyGame, with global deployments across multiple sports.
• StreamAMG: UK-based streaming platform serving sports organizations, federations, and media companies with live and on-demand video distribution. Comparable business model combining streaming infrastructure with content delivery for amateur and semi-professional sports.
• Veo Technologies: Danish AI-powered sports camera company that automates video recording and live streaming of amateur and youth sports matches. Veo is the most direct competitor globally, operating a similar camera-plus-cloud streaming model serving club and federation customers across multiple sports.

Broad incumbents

• TV 2 Norge: One of Norway's largest commercial broadcasters and co-owner of MyGame. Serves as the exclusive distribution partner for MyGame content via TV 2 Play, and is comparable as a Norwegian sports broadcasting incumbent.

Regional players

• Select Sport (Select Media / Klippfisk): Norwegian/Nordic sports media and content production companies serving similar federation and club customers. Provides a regional comparison for how MyGame's content and services compete in the same Nordic sports media landscape.

Emerging players

• Trace (TraceCamera): Provides AI-powered sports recording and streaming cameras for amateur clubs, with a focus on automated match capture. Operates in a similar niche to MyGame but with different geographic coverage.
• Veo Cam / Spiideo Play (note: covered above): Adjacent sports streaming and analysis platforms in the Nordic market. Provides a regional comparison point for MyGame's product and pricing strategy in similar geographies.
• Spiideo: Swedish sports video analysis company offering automated recording and performance analysis tools. Spiideo is already an integration partner of MyGame (Spiideo Perform), making it both a supplier and adjacent competitor in the sports video/analysis category.

Others

• Sportway Media Group: Majority owner of MyGame, operating sports camera and streaming businesses in 20+ countries. As the parent and operating partner, it provides the international template and infrastructure MyGame is built on, while also being a peer in adjacent national markets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtiktok.com/@mygame_norge
• Facebookfacebook.com/MyGame.no
• LinkedInlinkedin.com/company/mygameprod
• Instagraminstagram.com/mygame.no/?
• TikToktiktok.com/@mygame_norge

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 My Game