ShowMagic
ShowMagic, developed by AVSS Ltd., is a UK-based integrated Windows show control software for lighting, audio, video, digital signage, and devices, serving live event venues, fixed installations, and corporate AV users worldwide via perpetual licenses and freemium downloads.
- Company typePrivate
- Founded2003
- HeadquartersSouth Otterington, United Kingdom
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What ShowMagic does
ShowMagic is an integrated lighting, audio, video, digital signage, and device-controller software platform developed and sold by Ace Visual & Sound Systems Limited (AVSS Ltd.), a privately-held UK company incorporated in 2003 and headquartered at Field House, Fieldside, Thorne, South Yorkshire. The Windows-based application supports DMX512, MIDI, RS-232, IP control, and Art-Net protocols and runs on dedicated Windows PCs with hardware dongle license enforcement. The product line is organised into three series — SL (lighting and audio control), SLX (with scheduling, triggering, and device control for fixed installations), and AV (full audio/video/digital signage integration) — each offered in standard and Plus variants scaling from 24 to 2,048 DMX channels, with the flagship AV Plus supporting five synchronised video outputs, 16-channel multi-track audio with 32 inputs/32 outputs, pixel mapping, and a real-time scheduler.
The business model rests on perpetual software licenses delivered via a direct online storefront (PayPal-processed) and an authorised reseller network, augmented by an annual AceCover support and update subscription priced at £85/year (SL) and £160/year (SLX, AV). A free SL Free Edition and downloadable demos for all paid tiers drive a product-led growth motion targeting live-event venues, fixed installations (museums, clubs, retail), corporate AV users, and digital signage operators worldwide. Customer segments are horizontal and SMB-leaning, with no named enterprise logos disclosed.
AVSS Ltd. is a small, founder-operated business that has remained self-funded through software sales for over 15 years without institutional capital, subsidiaries, or disclosed headcount. The most recent documented software release is v14.3. There are no disclosed funding rounds, acquisitions, leadership changes, partnerships beyond the reseller channel, or AI/ML capability investments in the available source material.
ShowMagic firmographics
Firmographics- Name
- ShowMagic
- Legal name
- Ace Visual & Sound Systems Limited
- Website
- https://showmagic.com
- Company type
- Private
- Founded year
- 2003
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- ShowMagic, developed by AVSS Ltd., is a UK-based integrated Windows show control software for lighting, audio, video, digital signage, and devices, serving live event venues, fixed installations, and corporate AV users worldwide via perpetual licenses and freemium downloads.
- Ownership category
- akta.pro rank
ShowMagic industry classification
Industry- Product category
- Show Control Software
- NAICS
- Software Publishers (5132)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Live Performance & DJ Software (Playback, Mixing, Lighting Control) (MPAIAIAI)
Keywords
Where ShowMagic is headquartered
LocationHeadquarters
- HQ city
- South Otterington
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
ShowMagic business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations
Revenue model
- Software Licenses (Perpetual): ShowMagic sells perpetual software licenses for its SL, SLX, and AV series products. Each product model has different capability tiers (standard and Plus), with pricing varying by DMX channel capacity. A free SL Free Edition is available for entry-level use. The company also sells an annual AceCover support and update subscription.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | SL Free Edition - Free entry-level version with up to 24 DMX channels |
| One time/ perpetual license | Pay-as-you-go | SL Series - Perpetual license for lighting and audio control (512 DMX channels) |
| One time/ perpetual license | Pay-as-you-go | SL Plus Series - Perpetual license for larger lighting applications (2048 DMX channels) |
| One time/ perpetual license | Pay-as-you-go | SLX Series - Perpetual license with scheduling and triggering (512 DMX channels) |
| One time/ perpetual license | Pay-as-you-go | SLX Plus Series - Perpetual license with extended DMX (2048 channels) |
| One time/ perpetual license | Pay-as-you-go | AV Series - Integrated AV solution with video and audio (512 DMX, 3 video outputs) |
| One time/ perpetual license | Pay-as-you-go | AV Plus - Full-featured AV control (2048 DMX, 5 video outputs) |
| Subscription | Annual | AceCover Support Contract - Annual software updates and support |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
ShowMagic product offering
Product offeringCore offering
ShowMagic is an integrated Windows-based software platform that controls and synchronises lighting, audio, video, digital signage, and external devices for live shows and fixed installations. It is sold as perpetual software licences across three product families (SL, SLX, and AV series, each with base and Plus tiers), with support for DMX512, MIDI, RS-232, IP, and Art-Net protocols, hardware-dongle licensing, and an optional annual support subscription.
Product overview
ShowMagic is an integrated lighting, audio, video, digital signage and device controller software platform. The product line is organized into three series: SL Series (lighting and audio control), SLX Series (lighting/audio with scheduling and triggering), and AV Series (full AV integration with video and digital signage). Each series offers base and Plus tier variants with increasing DMX channel capacity (from 24 to 2048 channels). The SL Free Edition provides free entry-level access. Current version is v14.3.
Differentiator
Problem solved
Functional benefit
Brands
- SL Series: Entry-level ShowMagic models for complete control of lighting and audio, supporting MIDI control and triggering via MIDI.
- SLX Series
- AV Series
Products and services
- ShowMagic SL Free Edition Entry-level ShowMagic software providing complete control of lighting and audio with up to 24 DMX channels and MIDI triggering; intended for evaluation and small applications, distributed as a free download.
- ShowMagic SL Integrated lighting and audio control software supporting up to 512 DMX channels, suited to almost any manually controlled application; targets DJs, small venues, and entry-level show operators.
- ShowMagic SL Plus Larger-scale lighting and audio control software supporting up to 2048 DMX channels for sizable manually controlled lighting applications.
- ShowMagic SLX SLX lighting and audio control software with built-in scheduling and triggering capabilities, supporting up to 512 DMX channels; designed for fixed installations such as museums and clubs.
- ShowMagic SLX Plus Extended SLX variant with up to 2048 DMX channels, providing full scheduling, triggering, and device control for large fixed installations.
- ShowMagic AV Fully integrated AV control software supporting up to 3 video outputs, 512 DMX channels, multi-track audio, digital signage, and device control for multimedia presentations and shows.
- ShowMagic AV Plus Flagship fully integrated show-control software supporting up to 2048 DMX channels, 5 synchronised video outputs, 16-channel multi-track audio, pixel mapping, digital signage, and real-time scheduling for large-scale multimedia productions.
- AceCover Support Contract Annual support and updates subscription for any ShowMagic product, priced at £85 + VAT/year for SL versions and £160 + VAT/year for SLX and AV versions, including software updates, expert customer service, and training.
Quantifiable outcome
- Reliable 24/7 operation in live show and venue environments for over 15 years
- +1 more outcomes
Companies that use ShowMagic
Customer profileSegments4 records
Ideal customer profiles3 records
ShowMagic technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature9 records
ShowMagic partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Ace Visual & Sound Systems Ltd.coreAce Visual & Sound Systems Ltd. (AVSS Ltd.) is the parent company and developer of ShowMagic. The company is registered in England (company number 3608475) and operates from Field House, Fieldside, Thorne, South Yorkshire, DN8 4BE. AVSS Ltd. created the ShowMagic range of control software and continues to develop and support the product line.
Scale indicators3 records
Recent moves5 records
Expansion highlights4 records
ShowMagic competitors and assessment
Company assessmentBroad incumbents
- ETC (Electronic Theatre Controls): US-based manufacturer of theatrical and architectural lighting control consoles (Eos, Congo, Mosaic). A broad incumbent in the same lighting control category, with strong fixed-installation presence (museums, architecture) overlapping ShowMagic's SLX use cases.
- MA Lighting: German manufacturer of grandMA series lighting consoles and software, the dominant professional lighting control platform for large-scale concerts and broadcasts. A broad incumbent offering overlapping lighting control capabilities, but specialized in console hardware rather than integrated AV show control.
Direct peers
- ChamSys: Lighting control software and console developer (MagicQ) used widely in live events, clubs, and venues. A direct peer in the lighting and show control software category, with comparable DMX-based product architecture and similar end users to ShowMagic.
- Avolites: UK-based manufacturer of professional lighting consoles (Titan software) used in concerts, live events, and fixed installations. Directly comparable as a lighting and show control software provider serving the same live events and venue customer base as ShowMagic.
- disguise: UK-based media server and show control platform (formed from d3 and Green Hippo) used for large-scale video, lighting, and immersive show production. Directly comparable in the integrated video/lighting/digital signage show control space where ShowMagic's AV series competes.
- Resolume: Netherlands-based real-time video mixing and VJ software (Arena, Avenue) widely used for live events and AV installations. Directly comparable as software serving the live performance video and signage layer that ShowMagic addresses in its AV tier.
- MADRIX: German software-only LED lighting and pixel mapping control solution used in architectural installations, clubs, and live events. Directly comparable as a DMX/Art-Net software platform emphasizing pixel mapping and creative lighting — closely aligned with ShowMagic's AV Plus features.
- ArKaos: Belgium-based media server and show control software for live events and visual performances. Direct peer in real-time video/lighting control for concerts, clubs, and installations — overlapping substantially with ShowMagic's AV Plus use cases.
Emerging players
- LightKey: macOS/iOS-native DMX lighting control software focused on DJs, small venues, and live performers. An emerging cross-platform entrant whose ease-of-use focus and modern delivery model contrasts with ShowMagic's Windows-and-dongle architecture.
- QLC+: Open-source cross-platform (Windows/macOS/Linux) lighting control software for DMX and MIDI. An emerging, free alternative that competes in the entry-level and small-venue segment, putting pressure on ShowMagic's SL Free Edition and SL tiers.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
ShowMagic financial estimates
Financial estimateRevenue estimate
Valuation estimate
ShowMagic leadership team
Management profileNumber of profiles
Profiles1 record
ShowMagic funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ShowMagic 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 ShowMagic
What does ShowMagic do?
ShowMagic is an integrated Windows-based software platform that controls and synchronises lighting, audio, video, digital signage, and external devices for live shows and fixed installations. It is sold as perpetual software licences across three product families (SL, SLX, and AV series, each with base and Plus tiers), with support for DMX512, MIDI, RS-232, IP, and Art-Net protocols, hardware-dongle licensing, and an optional annual support subscription.
Is ShowMagic a public or private company?
ShowMagic is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was ShowMagic founded?
ShowMagic was founded in 2003. It employs 1 to 10 people.
Where is ShowMagic based?
ShowMagic is headquartered in South Otterington, United Kingdom, in the Europe region.
How does ShowMagic make money?
One revenue line is on record: software Licenses (Perpetual).
Who are ShowMagic's main competitors?
Broad incumbents on record are ETC (Electronic Theatre Controls) and MA Lighting. Direct peers are ChamSys, Avolites, disguise, Resolume, MADRIX and ArKaos. Emerging players are LightKey and QLC+.
Does ShowMagic have an API?
No public API is recorded for ShowMagic.
What industry is ShowMagic in?
ShowMagic's product category is Show Control Software. Its primary akta.pro industry code is MPAIAIAI, Live Performance & DJ Software (Playback, Mixing, Lighting Control). Its NAICS code is 5132 and its SIC code is 7372.