In The Game

Organizational Culture Consultinginthegame.com.au

In The Game is a Melbourne-based culture consulting firm that helps People & Culture teams in mid-sized Australian organisations define, develop, and embed organisational culture through a proprietary Culture Operating System combining psychology, gamification, and co-design methodology.

Company typePrivate
Founded2018
HeadquartersMelbourne, Australia
Headcount1–10
GTM typeB2B
OfferingServices

What In The Game does

In The Game Pty Ltd. is a Melbourne-based organisational culture consulting firm that works with People & Culture teams in purpose-driven mid-sized Australian organisations of roughly 100 to 1,000 employees. The company's core product is the Culture Operating System, a three-module framework comprising Values Development (which produces a co-created Values Playbook), a Values-Led Leadership Program (Leaders Forums, Learning Labs, Weekly Challenges, and a Leadership Podcast Series), and Embedding Values (signature rhythms and rituals branded as Culture Beats). The methodology is grounded in organisational, sport, and positive psychology combined with behavioural science and delivered through play-based methods, gamification, and storytelling. Supplementary offerings include a catalogue of nine Modern People Skills Workshops for leadership forums and conferences, a one-day P&C Strategy Sprint for short-form engagement, and a free One-Page People Strategy Canvas used as a lead-generation tool.

The business is a founder-led professional services firm. Revenue is generated through bespoke, quote-based consulting engagements delivered primarily by co-founders Viren Thakrar (founder, facilitator, and product development manager) and Bridget Thakrar (founder, customer and operations manager), with Bridget also holding external executive roles at Melba and Refuge Victoria. The go-to-market is direct enterprise field sales targeting P&C and HR leaders, supported by content marketing via case studies, The Culture Beat newsletter, and organic social. Distribution is domestic-only, centred on Victoria, Australia, with no international expansion, channel partnerships, or self-serve digital product. The firm reports 50+ P&C team clients and has been recognised as a 2023 Casey Business Awards Professional Business Services finalist. There are no disclosed funding rounds, patents, institutional investors, or M&A activity.

In The Game firmographics

Firmographics

Name: In The Game
Legal name: In The Game Pty Ltd.
Website: https://inthegame.com.au
Company type: Private
Founded year: 2018
Operating status: Operating
Headcount range: 1–10 employees
Short description: In The Game is a Melbourne-based culture consulting firm that helps People & Culture teams in mid-sized Australian organisations define, develop, and embed organisational culture through a proprietary Culture Operating System combining psychology, gamification, and co-design methodology.
Ownership category
akta.pro rank

In The Game industry classification

Industry

Product category: Organizational Culture Consulting
NAICS: Convention and Trade Show Organizers (561920)
SIC: Services-Management Consulting Services (8742)
akta.pro primary industry: Event Strategy & Experience Design (BPAFAGAA)
akta.pro secondary industry: Game-Based Learning & Gamification Authoring (EDAFAHAF)

Keywords

Culture transformation consulting
Leadership development programs
Organizational values facilitation
People strategy workshops
Behavioural science consulting

Where In The Game is headquartered

Location

Headquarters

HQ city: Melbourne
HQ country: Australia
HQ region: Oceania

Offices1 record

Markets served

In The Game business model

Business model

GTM type: B2B
Offering type: Services
Cost components: Personnel, Operations, Marketing or Sales, Others

Revenue model

Culture Transformation Consulting: Multi-month consulting engagements involving co-creation of Culture Operating Systems, Values Playbooks, leadership development programs, and values embedding initiatives. Typically structured as bespoke professional services engagements.
Workshops and Keynotes: Interactive workshop sessions and conference keynote delivery. Nine distinct session topics offered covering modern people skills. Sessions are tailored to client needs for leadership forums, team days, and conferences.
Leadership Development Programs: Structured programs combining Leaders Forums, Learning Labs, Weekly Challenges, Tools, and Leadership Podcast Series to build values-led leadership capability.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

In The Game product offering

Product offering

Core offering

In The Game co-creates a Culture Operating System with People & Culture teams in purpose-driven organisations, combining Values Development (Values Playbook), Leadership Development (Values-Led Leadership Program), and Embedding Values (Culture Beats). Engagements use psychology-grounded, play-based facilitation methods to define future-fit culture, align leaders, and embed signature rhythms and rituals. Standalone workshops, keynotes, and a free One-Page People Strategy Canvas tool complement the core consulting offering.

Product overview

In The Game is a culture consulting and facilitation firm offering a unified Culture Operating System that integrates three core service modules: Values Development (Values Playbook), Leadership Development (Values-Led Leadership Program), and Embedding Values (Culture Beats). These are supplemented by standalone offerings including Modern People Skills Workshops (nine interactive sessions), P&C Strategy Sprints, and a free One-Page People Strategy Canvas tool. The company uses play-based methods and behavioural science to drive organisational culture change for mid-sized organisations of 100 to 1,000 people.

Differentiator

Problem solved

Functional benefit

Products and services

Culture Operating System A practical system for defining, embedding, and evolving organisational culture that combines Values Development, Leadership Development, and Embedding Values into a cohesive offering. Delivered as bespoke consulting engagements for People & Culture teams in mid-sized purpose-driven organisations.
Values Playbook A collaborative deliverable that codifies future-fit culture through co-creation workshops, strategic alignment sessions, and gamified activities. Captures the organisation's personality and shows what values look like in action.
Modern People Skills Workshops Interactive keynote and workshop sessions designed for leadership forums, team days, and conferences. Includes nine distinct interactive sessions covering curiosity, psychological safety, feedback, innovation, and other modern people skills.
P&C Strategy Sprint A one-day workshop for People & Culture teams levelling up their people strategy. Short, sharp engagement designed to kickstart culture transformation.
One-Page People Strategy Canvas A free downloadable one-page tool for building a high-impact People Strategy. Offered as a lead-generation resource to attract P&C professionals.

Quantifiable outcome

54% improvement in ability to prioritise workload for teams with regular 1-on-1s
+7 more outcomes

Companies that use In The Game

Customer profile

Named customers7 records

Segments3 records

Ideal customer profiles1 record

In The Game technology and API

Technology

Technology focussed No

API detail

Has API: No
API docs
API detail

Core technology

AI maturity

App detail

Feature3 records

In The Game partnerships and signals

Strategic signal

Scale indicators3 records

Recent moves5 records

Expansion highlights3 records

In The Game competitors and assessment

Company assessment

Direct peers

Workday Peakon: Employee engagement platform acquired by Workday, serving similar mid-sized B2B customers with culture measurement and feedback tools. Overlaps with the diagnostic and embedding aspects of In The Game's offer.
Culture Amp: Australian-founded employee engagement and culture platform serving mid-sized organizations. Direct competitor in the same geography and customer segment, though Culture Amp is more software-led.
Genos: Australia-based boutique consulting firm specializing in emotional intelligence and leadership development. Comparable boutique size, similar B2B consulting model, and overlapping methodology.

Others

15Five: Performance management and engagement platform with continuous feedback and recognition tools. Adjacent to the rhythms and rituals concept In The Game embeds, but operating as a software platform.
Lattice: People management platform offering performance, engagement, and culture tools to mid-sized organizations. Adjacent rather than direct competitor, as Lattice is software-led and In The Game is services-led.

Broad incumbents

The Ken Blanchard Companies: Established leadership development and culture training firm with programs, workshops, and certification. Operates in the same B2B leadership and culture training space through a much larger network.
BetterUp: Well-funded coaching and culture development platform with broader global reach and enterprise customers. Competes for the same L&D and culture transformation budgets but operates at much larger scale.
Great Place to Work Institute: Well-established workplace culture certification body with consulting and benchmarking services. Provides complementary certification and light consulting to similar mid-sized employer customers.
Gallup: Global analytics and advisory firm famous for employee engagement research and Q12. Operates in the same culture and engagement space but at vastly larger scale and through standardized assessments.

Emerging players

Humu: People science platform using behavioral nudges and AI to drive culture change. Comparable methodology (behavioral science, action-oriented nudges) but a tech-led model rather than consulting.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

In The Game financial estimates

Financial estimate

Revenue estimate

Valuation estimate

In The Game leadership team

Management profile

Number of profiles

Profiles2 records

In The Game funding detail

Funding detail

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

In The Game M&A and investment

M&A and investment

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about In The Game

What does In The Game do?

Is In The Game a public or private company?

In The Game is a private company. It is classified as founder individual operated bootstrapped and is currently operating.

When was In The Game founded?

In The Game was founded in 2018. It employs 1 to 10 people.

Where is In The Game based?

In The Game is headquartered in Melbourne, Australia, in the Oceania region.

How does In The Game make money?

Three revenue lines are on record. Culture Transformation Consulting is the primary driver. The others are workshops and Keynotes and leadership Development Programs.

Who are In The Game's main competitors?

Direct peers on record are Workday Peakon, Culture Amp and Genos. Others are 15Five and Lattice. Broad incumbents are The Ken Blanchard Companies, BetterUp, Great Place to Work Institute and Gallup. Humu is listed as an emerging player.

Does In The Game have an API?

No public API is recorded for In The Game.

What industry is In The Game in?

In The Game's product category is Organizational Culture Consulting. Its primary akta.pro industry code is BPAFAGAA, Event Strategy & Experience Design, with a secondary code of EDAFAHAF, Game-Based Learning & Gamification Authoring. Its NAICS code is 561920 and its SIC code is 8742.