Lionfish Studios

What Lionfish Studios does

Lionfish Studios is a Singapore-headquartered interactive digital media company founded in 2014 that provides custom game development and applied game design services. The studio builds games, web-based simulations, and gamified experiences for enterprise and government clients, applying a methodology it labels "Applied Game Design" — combining subject-matter expertise with game design to produce immersive training, education, and engagement products. Its product portfolio includes six named client or in-house titles, notably a multiplayer Android training game for the Republic of Singapore Navy, a web-based lab safety game for Merck, a board game for Changi Airport Emergency Services, an educational game for the Ministry of Education, and two in-house consumer mobile games (Super Parcel Panic and Lion City Heroes, the latter an SG50 grant recipient). Core technical capabilities cover PC, web, Android, and iOS production, with cross-platform delivery and an emphasis on storytelling-driven mechanics such as rewards, leaderboards, and progression systems.

The studio operates a project-based B2B services model, delivering custom engagements for one-time fees to clients across government (RSN, MOE, MCCY, URA, Changi AES), large enterprise (Merck, Cisco, CSC, Martell, NUS), and consumer/nightlife (Zouk) sectors. Over its operating history it has completed more than 100 projects for over 30 clients. Go-to-market is sales-led and direct, conducted through the company website and email with no disclosed sales team, supported by organic presence on LinkedIn, Facebook, and Twitter. The company is privately held, founder-owned, with Shi Xiang as CEO, and has no disclosed institutional funding, parent company, or M&A activity.

The business is a single-jurisdiction (Singapore) services studio with 1-10 employees and no stated AI, data, or recurring-software revenue components. The economic model is fundamentally project-fee-based, with the SG50 Celebration Fund grant as the only disclosed non-client capital inflow. Distribution of in-house consumer titles extends marginally outside Singapore via Globe's W00T Appstore in the Philippines and US-based JPAY, but no consumer subscription or recurring SaaS model is evidenced.

Name

Lionfish Studios

Legal name

Lionfish Studios

Website

https://lionfish-studios.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

Lionfish Studios is a Singapore-based game development studio founded in 2014 that designs custom gamified training, education, and engagement experiences for Singapore government agencies and large enterprises. The 1-10 person studio has delivered 100+ projects across 30+ clients using its applied game design methodology.

Ownership category

akta.pro rank

Product category

Custom Game Development Services

NAICS

Amusement Parks and Arcades (7131)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

AAA & Premium Game Studios (PC/Console) (MPAFAAAA)

Keywords

• Applied game design
• Custom game development
• Gamification services
• Enterprise training games
• Educational game development

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Custom Game Development Services: Lionfish Studios creates custom gamification solutions and applied game designs for enterprise and government clients. Projects include training games, educational applications, and engagement solutions developed to client specifications. Revenue appears to be project-based with one-time fees per engagement.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Lionfish Studios is a Singapore-based interactive digital media studio that provides custom game development and gamification services for enterprise and government clients. The company designs and produces bespoke games and gamified experiences across PC, web, Android, and iOS platforms for purposes such as training, education, safety reinforcement, and brand engagement. It also publishes select in-house games for consumer audiences via app stores.

Product overview

Lionfish Studios is a game development studio founded in 2014 that offers a portfolio of game products and professional services centered on applied game design and gamification. Their product portfolio includes six distinct game applications: Warriors of the Sea (Android multiplayer game for RSN), Dr. M's Lab Safety Triathlon (web-based game for Merck), Rapid Intervention: ARFF (board game for Changi Airport), Ninja Apprentice (game for Ministry of Education), Super Parcel Panic (Android/iOS multitasking game), and Lion City Heroes (turn-based RPG). Beyond game products, they offer four core services: Applied Game Design (building new experiences by combining subject matter with game design), Gamification (adding game elements like rewards and leaderboards to existing experiences), Production and Development (PC and mobile solutions), and Storytelling (enhancing learning through narrative). The studio has completed over 100 projects for more than 30 clients including government agencies and multinational corporations.

Differentiator

Problem solved

Functional benefit

Products and services

• Applied Game Design (AGD) A service that builds entirely new experiences by combining client subject matter with game design principles to create immersive products that engage users on a deeper level. Targeted at enterprise and government clients seeking novel gamified solutions.
• Gamification A service that applies game elements such as rewards, leaderboards, and progression trackers to better engage and retain users via extrinsic motivators. Useful for driving short-term goals and making existing experiences easier to complete.
• Production and Development PC and mobile game production and development service delivering content that has succeeded for learning, entertainment, and engagement purposes across web-based, Android, and iOS platforms.
• Storytelling A service using storytelling as a powerful and flexible tool to enhance learning experiences and engage users in a more meaningful way through stronger, more compelling narrative connections.
• Super Parcel Panic A multitasking Android/iOS game where players control up to 3 different characters simultaneously. Featured on Globe's W00T Appstore in The Philippines and on US Appstore JPAY.
• Lion City Heroes A turn-based RPG game based on the founding of Singapore, available on Android and iOS. Recipient of the SG50 Celebration Fund grant by the Ministry of Culture, Community and the Youth.
• Warriors of the Sea A multiplayer Android game that gamifies navy training elements, helping boost engagement and giving Republic of Singapore Navy seamen a better understanding of naval combat and warfare.
• Dr. M's Lab Safety Triathlon A cross-platform web-based game developed for Merck's safety themed roadshows that reinforces lab safety practices in a fun way, featuring the client's unique and comprehensive safety portfolio.
• Rapid Intervention: ARFF A board game made as a gift for Changi Airport Emergency Services personnel to commemorate Changi AES' anniversary. The game challenges players to cooperate and bring an aircraft fire situation under control.
• Ninja Apprentice A ninja-themed web-based game developed for the Ministry of Education where players choose one of two disciples with different skill-sets and controls, featuring timed and endless modes.

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Kevuru Games: Custom game development services studio serving enterprise and entertainment clients with full-cycle production. Comparable services model to Lionfish's applied game design and production offering, though with a broader entertainment focus.
• Inflexion Games: Serious games and gamification studio offering training simulations and applied game design services. Operates in the same niche as Lionfish with comparable client types (enterprise, government, education).
• Tenderd (Tandemic): Digital agency that built serious games and gamification engagements for enterprise and government clients. Closely matches Lionfish's custom applied-game-design service offering and vertical client mix.
• Designing Digitally: U.S.-based custom eLearning and serious games studio offering gamified training solutions to enterprise and government clients. Directly comparable to Lionfish's B2B applied game design and gamification services model.
• Juego Studios: Custom game development and gamification studio delivering serious games, simulations, and AR/VR experiences to enterprise clients. Direct competitor in the custom applied-game-design services category.

Regional players

• Eligo Studio: Singapore-based digital creative studio building interactive brand experiences, games, and gamified content. Geographic and category peer to Lionfish within the Singapore market.

Broad incumbents

• Axonify: Established microlearning and gamified training platform for frontline employees. Competes for the same enterprise training budgets that drive Lionfish's gamification engagements, but offers a SaaS platform rather than custom builds.
• GamEffective: Enterprise gamification platform focused on employee performance and engagement. Overlaps with Lionfish's gamification service line and competes for the same corporate training/engagement spend, but at platform scale.
• Cheil (Samsung's creative network): Global agency network offering branded gamification and interactive experiences for enterprise clients. Larger incumbent that competes for enterprise gamification briefs with more resources than Lionfish.

Emerging players

• Talespin: Immersive learning and XR training platform with gamified soft-skills simulations for enterprises. Adjacent to Lionfish's enterprise gamification work but focused on VR/AR rather than mobile/web/board formats.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/lionfishstudios
• Facebookm.facebook.com/LionfishStudios
• LinkedInlinkedin.com/company/lionfish-studios

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 Lionfish Studios