U.GG
U.GG (Outplayed Inc.) is a gaming analytics platform founded in 2017 that provides tier lists, builds, and in-game overlays for competitive video game players across 8+ titles including League of Legends, Valorant, and Deadlock, monetizing via advertising and a PLUS subscription.
- Company typePrivate
- Founded2017
- HeadquartersIowa City, United States
- Headcount11–50
- GTM typeB2C
- OfferingSoftware
What U.GG does
U.GG (legal entity Outplayed Inc.) is a privately held gaming analytics and strategy platform founded in 2017 and headquartered in Iowa City, USA. The platform aggregates competitive video game data to deliver tier lists, champion/item builds, rune recommendations, counter matchups, leaderboards, and live in-game overlays, primarily serving competitive gamers and esports viewers across 8+ titles including League of Legends, Valorant, Teamfight Tactics, World of Warcraft, Helldivers 2, Rematch, Deadlock, and the upcoming 2XKO.
The core product surface consists of a responsive web platform (u.gg) and a unified desktop application available for Windows and macOS that combines League of Legends, Valorant, and Deadlock features with in-game overlays for auto-import loadouts, live stat tracking, Team Gold Difference, Champion Select scouting, and post-game analytics. Underlying the platform is a proprietary data aggregation pipeline that, for Patch 26.14 alone, analyzed 14,130,360 champions to power LoL tier lists and tracked more than 1.4 million summoners on NA leaderboards. The platform is positioned as compliant with publishers including Riot Games, Blizzard, Sloclap, and Arrowhead Game Studios.
The business runs a freemium model: a free, ad-supported tier provides core build, tier list, and leaderboard functionality, while a U.GG PLUS subscription priced at $2.49/month (annual) or $3.99/month (monthly) removes advertising and unlocks personalized counters, personal tier lists, profile customization, and priority support. Go-to-market is product-led and community-driven: distribution flows through SEO for high-intent gaming queries, the official Discord server, organic social channels (Twitter/X, YouTube, Instagram, Facebook), and partnerships with streamers and esports content creators. The company is led by co-founder and CEO Shinggo Lu and operates within a broader network of enthusiast gaming properties including Icy Veins, The Sims Resource, Addicting Games, Fantasy Football Scout, and Pocket Gamer.
U.GG firmographics
Firmographics- Name
- U.GG
- Legal name
- Outplayed Inc.
- Website
- https://u.gg
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- U.GG (Outplayed Inc.) is a gaming analytics platform founded in 2017 that provides tier lists, builds, and in-game overlays for competitive video game players across 8+ titles including League of Legends, Valorant, and Deadlock, monetizing via advertising and a PLUS subscription.
- Ownership category
- akta.pro rank
U.GG industry classification
Industry- Product category
- Gaming Analytics Platform
- NAICS
- Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (5182), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (51821)
- SIC
- Services-Computer Programming Services (7371), Services-Computer Programming, Data Processing, Etc. (7370)
- akta.pro primary industry
- UGC Curation, Discovery & Analytics (trend tracking, creator analytics) (MPAFAIAK)
- akta.pro secondary industries
- Gaming Community, Chat & LFG Platforms (BPAMAKAK), Creator Economy & Monetization Tools for UGC (tips, subs, rev share, payouts) (MPAFAIAI)
Keywords
Where U.GG is headquartered
LocationHeadquarters
- HQ city
- Iowa City
- HQ country
- United States
- HQ region
- North America
Markets served
U.GG business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations
Revenue model
- PLUS Subscription: Premium subscription offering ad-free experience, personal counters and stats, personal tier list, profile customization with golden flair, social links, and priority support. Plans start at $2.49/month (annual) or $3.99/month (monthly).
- Advertising: Free tier generates revenue through advertising displayed across the website and app
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Annual PLUS Plan - $2.49/month (50% off) |
| Subscription | Monthly | Monthly PLUS Plan - $3.99/month (20% off) |
| Freemium | Pay-as-you-go | Free Tier |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels7 records
U.GG product offering
Product offeringCore offering
U.GG is a multi-game analytics and strategy platform for competitive video gamers, offering tier lists, champion/agent builds, runes, counters, leaderboards, and Probuild Stats for League of Legends, Valorant, Teamfight Tactics, World of Warcraft, Helldivers 2, Rematch, Deadlock, and 2XKO. The core experience is delivered through a free ad-supported website (u.gg) and a Windows/macOS desktop app with an in-game overlay that provides real-time stat tracking, auto-import loadouts, champion select scouting, and post-game analytics.
Product overview
U.GG is a multi-game analytics and strategy platform that aggregates game data, provides tier lists, champion/item builds, and player statistics for competitive games. The core offering consists of the U.GG Website and Desktop App, with specialized hubs for League of Legends (primary), Valorant, Teamfight Tactics, Rematch, World of Warcraft, Helldivers 2, 2XKO (upcoming), and Deadlock (via tracklock.gg). The platform integrates a free tier with a premium U.GG PLUS subscription add-on for ad-free experience, personal stats, and tier lists. Key features include leaderboards, multisearch for multi-player lobby analysis, Probuild Stats for pro player patterns, Watch for streamer discovery, and comprehensive items/augments catalogs.
Differentiator
Problem solved
Functional benefit
Products and services
- U.GG Website Primary web platform providing game analytics, tier lists, champion builds, runes, counters, leaderboards, and guides for multiple competitive games including League of Legends, Valorant, Teamfight Tactics, World of Warcraft, Helldivers 2, Rematch, Deadlock, and 2XKO.
- U.GG Desktop App Free desktop application (Windows/macOS) combining LoL, Deadlock, and Valorant products into one experience, providing in-game features including Team Gold Difference, Live Stat Tracker, Skill Leveling Order, In-Game Builds, Champion Select Scouting, Auto-Import Loadouts, Profiles with LP Tracking, Live Game scouting, Post-Game Analytics, and Leaderboards.
- U.GG PLUS Premium subscription add-on offering an ad-free experience, personal counters and stats, personal tier list, profile customization with golden flair, social links on profile, and priority user support, with plans starting at $2.49/month (annual) or $3.99/month (monthly) and a 7-day free trial.
- League of Legends Hub League of Legends-specific analytics offering tier lists (Ranked Solo, ARAM, ARAM Mayhem, Classic), champion builds, runes, pro builds, counters, guides, champion search, multisearch for Clash and ranked stats, leaderboards, live games, items catalog, and Probuild Stats.
- Valorant Hub Valorant-specific analytics section providing tier lists for agents, weapons, and maps; peek maps showing best spots by KDA, weapon, agent role, and side; in-game utility tracking; live player scouting in Agent Select and Loading Screen; leaderboards; and Premier rankings.
- Teamfight Tactics Hub Teamfight Tactics (TFT) section featuring best comps for the Set 17 meta, item builds, augments, board placement recommendations, tempo recommendations, and tier lists for the active patch.
- World of Warcraft Hub World of Warcraft section providing Mythic+ tier lists, raid tier lists, PvP tier lists, talent builds, and class/spec rankings.
- Helldivers 2 Hub Helldivers 2 section offering builds, loadouts, and tier lists for weapons, stratagems, sentries, boosters, warbonds, and vehicles, plus the latest game news.
- Rematch Hub Rematch (soccer/football game) stats platform offering leaderboards for top players, goals, assists, saves, tackles, passes, and MVPs, with Steam and PSN profile linking.
- Tracklock.gg (Deadlock Hub) Dedicated companion site at tracklock.gg for Valve's hero shooter Deadlock, integrated into the U.GG multi-game ecosystem and accessible from the U.GG navigation.
Quantifiable outcome
- 14,130,360 champions analyzed for Patch 26.14 tier lists
Companies that use U.GG
Customer profileSegments2 records
Ideal customer profiles2 records
U.GG technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature7 records
U.GG partnerships and signals
Strategic signalScale indicators3 records
Recent moves6 records
Expansion highlights6 records
U.GG competitors and assessment
Company assessmentDirect peers
- LeagueOfGraphs: LeagueOfGraphs is a community-driven League of Legends stats and analytics site offering champion rankings, win rates, and player lookups. It competes with U.GG on the same core LoL use case of post-game statistics and trends.
- OP.GG: OP.GG is the dominant Korean-founded League of Legends stats and analytics platform, offering champion builds, tier lists, and player lookups. It is U.GG's most direct competitor given overlapping LoL tools (multisearch, leaderboards, runes) and similar target audience of competitive gamers.
- Mobalytics: Mobalytics provides AI-driven gameplay analytics, personalized performance scores, and champion recommendations for LoL, Valorant, and TFT. It competes directly with U.GG on multi-game analytics and personal stat tracking, with a more gamified personal dashboard positioning.
- Porofessor: Porofessor is a European League of Legends analytics service offering in-game overlays, champion builds, and tier lists. It is a direct international competitor to U.GG's core LoL offering.
- Tracker Network (tracker.gg): Tracker Network provides post-game stats, leaderboards, and developer APIs across many competitive titles (LoL, Valorant, Apex, CoD, etc.). It mirrors U.GG's multi-game breadth and competes for the same ad-supported traffic.
- Blitz (Blitz Esports): Blitz offers an in-game companion app for LoL, Valorant, and other titles with champion builds, runes, and live overlays. Its desktop companion directly competes with U.GG's desktop app for in-game overlay real estate.
Emerging players
- ProBuildStats: ProBuildStats is a pro-player build analytics platform for League of Legends that is already part of U.GG's broader network. It overlaps with U.GG's Probuild Stats feature and is a partially integrated emerging player in the same niche.
- MetaSrc (now part of Strafe): MetaSrc provides tier lists, builds, and statistics for LoL, Valorant, TFT, and other competitive titles. It is a smaller emerging competitor with a similar multi-game analytics positioning to U.GG.
Regional players
- DotaBuff: DotaBuff is the dominant statistics and replay platform for Dota 2, structurally analogous to U.GG's role for League of Legends and other Riot/Valve titles. Comparable as a category-leading analytics platform in a specific competitive game.
Broad incumbents
- Enthusiast Gaming (parent network): Enthusiast Gaming is the broader gaming media network encompassing U.GG alongside Icy Veins, Pocket Gamer, The Sims Resource, Addicting Games, and Fantasy Football Scout. It is the parent-level incumbent providing audience reach and ad inventory across the portfolio.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Customer concentration
U.GG social profiles
Digital presenceU.GG financial estimates
Financial estimateRevenue estimate
Valuation estimate
U.GG leadership team
Management profileNumber of profiles
Profiles1 record
U.GG funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
U.GG 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 U.GG
What does U.GG do?
U.GG is a multi-game analytics and strategy platform for competitive video gamers, offering tier lists, champion/agent builds, runes, counters, leaderboards, and Probuild Stats for League of Legends, Valorant, Teamfight Tactics, World of Warcraft, Helldivers 2, Rematch, Deadlock, and 2XKO. The core experience is delivered through a free ad-supported website (u.gg) and a Windows/macOS desktop app with an in-game overlay that provides real-time stat tracking, auto-import loadouts, champion select scouting, and post-game analytics.
Is U.GG a public or private company?
U.GG is a private company. It is classified as unknown and is currently operating.
When was U.GG founded?
U.GG was founded in 2017. It employs 11 to 50 people.
Where is U.GG based?
U.GG is headquartered in Iowa City, United States, in the North America region.
How does U.GG make money?
Two revenue lines are on record. PLUS Subscription is the primary driver. The others are advertising.
Who are U.GG's main competitors?
Direct peers on record are LeagueOfGraphs, OP.GG, Mobalytics, Porofessor, Tracker Network (tracker.gg) and Blitz (Blitz Esports). Emerging players are ProBuildStats and MetaSrc (now part of Strafe). DotaBuff is listed as a regional player. Enthusiast Gaming (parent network) is listed as a broad incumbent.
Does U.GG have an API?
No public API is recorded for U.GG.
What industry is U.GG in?
U.GG's product category is Gaming Analytics Platform. Its primary akta.pro industry code is MPAFAIAK, UGC Curation, Discovery & Analytics (trend tracking, creator analytics), with a secondary code of BPAMAKAK, Gaming Community, Chat & LFG Platforms. Its NAICS code is 5182 and its SIC code is 7371.