Turf
Turf, run by Swedish firm Andrimon AB, operates a GPS-based mobile game where players physically visit and take ownership of real-world zones, competing in leagues, earning medals, and attending community-organized events across Europe. The freemium app earns revenue via optional supporter subscriptions, event fees, and a corporate TurfTeams product.
- Company typePrivate
- Founded2013
- HeadquartersSweden, Sweden
- Headcount—
- GTM typeB2B and B2C
- OfferingSoftware
What Turf does
Turf, operated by Andrimon AB, is a Swedish location-based mobile game founded in 2013 where players physically visit geographic zones and take ownership through GPS verification, earning points per hour (pph) for as long as they hold the zone. The core product is a cross-platform iOS/Android application supported by a league system (local-sorted into leagues with 9-member local groups for new players), a medals achievement system (over 403,000 medals awarded to 116,000+ turfers), an assist feature for collaborative play, and AI-powered in-app feedback collection introduced in version 2.2.x (June 2026). The platform supports five languages (Swedish, English, German, Finnish, Japanese) and operates across Sweden, the UK, Germany, Finland, Scotland, and Norway.
The business model is freemium with three revenue streams: voluntary monthly Supporter Status subscriptions that fund development and server maintenance, per-event registration fees (e.g., £20 for Edinburgh Bonanza 2025 covering venue, insurance, prizes), and a separate B2B product called TurfTeams (turfteams.se) for corporate team-building competitions. Operations rely heavily on a volunteer collective called Turf Crew, which handles zone making, event organization, and issue moderation, alongside regional associations (Turf Skåne, Turf Göteborg, etc.) that run local events. Community engagement is anchored in Discord (replacing the legacy forum in 2024) and a monthly Turf Insider newsletter, with distribution through Apple App Store, Google Play, and TestFlight for iOS beta testing.
The company is privately held with no disclosed external funding, no parent company, and no acquisitions. The two original creators drive game design decisions; Munin has edited Turf Insider since 2018. Strategic activity is concentrated on product iteration (server upgrades, version 2.2.x, league rebalancing), geographic event expansion (Edinburgh Bonanza 2025, Gothenburg Bonanza 2026), and ecosystem deepening (Discord integration, TurfTeams B2B offering), with no M&A or capital-raising events on record.
Turf firmographics
Firmographics- Name
- Turf
- Legal name
- Andrimon AB
- Website
- https://turfgame.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Short description
- Turf, run by Swedish firm Andrimon AB, operates a GPS-based mobile game where players physically visit and take ownership of real-world zones, competing in leagues, earning medals, and attending community-organized events across Europe. The freemium app earns revenue via optional supporter subscriptions, event fees, and a corporate TurfTeams product.
- Ownership category
- akta.pro rank
Where Turf is headquartered
LocationHeadquarters
- HQ city
- Sweden
- HQ country
- Sweden
- HQ region
- Europe
Offices1 record
Markets served
Turf business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Infrastructure, Personnel, Operations, Marketing or Sales
Revenue model
- Supporter Status: Players can become supporters to help keep Turf running and evolving. Supporter status provides additional features and benefits. The specific pricing and features are available on turfgame.com/info#supporter.
- Event Registration Fees: Major events like Bonanza charge registration fees. For example, Edinburgh Bonanza 2025 charged £20 per participant to cover venue hire, insurance, welcome packs, prizes, and other costs.
- TurfTeams Corporate: Corporate team version available at turfteams.se for companies wanting to organize team competitions. This B2B offering provides a separate product for team building through Turf.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Others | Free Tier - Core Game |
| Subscription | Monthly | Supporter Status |
| Transaction based/ take rate | Pay-as-you-go | Event Registration |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels7 records
Turf product offering
Product offeringCore offering
Turf is a GPS-based mobile game available on iOS and Android where players physically visit geographic zones to take ownership and earn points per hour (pph). Players compete in league rankings, earn achievement medals, and participate in community-organized events. A separate corporate version (TurfTeams) enables companies to run team-based competitions for employee engagement.
Product overview
Turf is a location-based mobile game available on iOS and Android where players compete to take ownership of geographic zones by physically visiting them. The core Turf App is supported by a suite of companion products: Turf Discord serves as the community platform replacing the old forum; Turf Teams enables corporate team play; the Turf Wiki provides documentation; the Issues System handles bug reporting; and Supporter Status offers a paid membership model that funds ongoing development and server maintenance. The platform organizes competitive play through regional leagues and hosts major events like the annual Bonanza tournament.
Differentiator
Problem solved
Functional benefit
Products and services
- Turf Mobile App A location-based mobile game for iOS and Android where players physically visit geographic zones to take ownership, earn points per hour (pph), compete in leagues, and earn medals. Free to download and play with optional supporter subscription.
- TurfTeams A separate corporate version of Turf enabling companies to organize group play and team competitions for employee engagement and team building purposes. Available at turfteams.se with a subscription model.
- Supporter Status An optional paid monthly subscription that funds Turf's ongoing development and server maintenance. Supporters receive additional features and benefits beyond the free tier.
Quantifiable outcome
- Over 403,386 medals awarded to 116,662 turfers, demonstrating sustained engagement
- +3 more outcomes
Companies that use Turf
Customer profileNamed customers7 records
Segments5 records
Ideal customer profiles3 records
Turf technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability2 records
Feature6 records
Turf partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered flagship, minor and core.
- ESOC (Edinburgh Southern Orienteering Club)flagshipESOC organized the first Bonanza outside Sweden in Edinburgh (June 2025). They coordinated venues, registered as a charity to handle event finances (£20 registration fee), arranged historic building venues, and managed participant registration. The event attracted 46 bike participants and 133 foot participants, with ESOCWalter serving as a key organizer.
- Pensionat SolhemminorPartner venue for Åland Open events, organizing accommodations and event banquets in Mariehamn, Åland, Finland.
- TestFlight (Apple)coreApple's TestFlight platform is used for iOS beta testing. The first iPhone beta in 'quite a while' was released in August 2025, with an invitation link: testflight.apple.com/join/JICNSh2O
- DiscordcoreDiscord serves as the new Turf Forum, replacing the old forum system. Provides structured Forum sections for official topics and third-party tools, plus Chat for general conversations. Account linking with 5-digit codes verifies player identity. Zone alert subscriptions available through Discord.
- Regional Turf AssociationscoreVarious regional associations organize local events and competitions: Turf Skåne (Skåne Open), Turf Göteborg (Bonanza, Gothenburg Open), Uppsala turfers, Turf Västmanland, Turf Vätterbygden, and others. These volunteer organizations are essential for the event ecosystem.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
Turf competitors and assessment
Company assessmentBroad incumbents
- Strava: The dominant fitness tracking app with social/competitive features (segments, leaderboards, clubs). Comparable in combining physical activity with competitive gamification and community, though Strava is broader across all activities while Turf is zone-competition specific.
- Niantic: Dominant player in location-based mobile gaming with Pokémon GO and Ingress. Comparable technology (GPS-based zone/portal capture) but vastly larger scale, brand recognition, and capital - represents the market category leader and the primary competitive threat to Turf.
- Fitbit: Consumer fitness platform with gamification (badges, challenges, leaderboards, premium subscription). Comparable in motivating physical activity through competitive mechanics and freemium/premium model, though Fitbit is device/wearable-driven vs. Turf's location-competition-driven.
Emerging players
- Zombies, Run!: Fitness-meets-narrative running app where outdoor activity drives gameplay progression. Comparable use case to Turf (exercise motivation through gamification) and similar indie/scale profile, though more narrative-driven than location-competition-based.
- Foursquare/Swarm: Location check-in app (Swarm) with social/community mechanics around physically visiting places. Comparable in leveraging location-based actions as a game mechanic and community driver, though check-in-based rather than zone-takeover-based.
- AllTrails: Outdoor exploration app where users discover and review hiking/walking trails. Comparable in driving users to explore outdoor areas with community elements, though AllTrails focuses on trail discovery and review vs. Turf's zone competition.
Direct peers
- Geocaching: The original location-based treasure hunt where players physically visit GPS coordinates to find hidden caches. Closely comparable to Turf: community-driven, outdoor-activity focus, multi-country presence, premium/supporter membership model, and similar scale of enthusiast user base.
- Munzee: Location-based game where players scan QR codes at physical locations to capture 'munzees'. Directly comparable to Turf's zone takeover mechanic with similar community event systems, league structures, and subscription-based monetization.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
Turf social profiles
Digital presenceTurf financial estimates
Financial estimateRevenue estimate
Valuation estimate
Turf leadership team
Management profileNumber of profiles
Profiles3 records
Turf funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Turf 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 Turf
What does Turf do?
Turf is a GPS-based mobile game available on iOS and Android where players physically visit geographic zones to take ownership and earn points per hour (pph). Players compete in league rankings, earn achievement medals, and participate in community-organized events. A separate corporate version (TurfTeams) enables companies to run team-based competitions for employee engagement.
Is Turf a public or private company?
Turf is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Turf founded?
Turf was founded in 2013.
Where is Turf based?
Turf is headquartered in Sweden, Sweden, in the Europe region.
How does Turf make money?
Three revenue lines are on record. Supporter Status are the primary driver. The others are event Registration Fees and turfTeams Corporate.
Who are Turf's main competitors?
Broad incumbents on record are Strava, Niantic and Fitbit. Emerging players are Zombies, Run!, Foursquare/Swarm and AllTrails. Direct peers are Geocaching and Munzee.
Does Turf have an API?
No public API is recorded for Turf.