What Mindgame does

Mindgame is an Amsterdam-based serious games studio founded in 2004 that designs and develops gamified solutions for organizational change, training, and behavioral transformation. Its portfolio spans both fully bespoke client engagements (e.g., the Bayer Multi Channel Game) and standardized off-the-shelf products (CYBERWISE for cybersecurity awareness, the Animal Triage Training Game for first-responder training, TOMTOM, In Good Mood, and Are You Secure?). The firm operates with a 12-person in-house team covering interaction design, game development, and behavioral-science functions, and reports 350+ realized customer solutions across its twenty-year history. Visible enterprise clients include PWC and Bayer, with disclosed project delivery spanning Sweden, Austria, and China alongside the Dutch home market.

The company monetizes through a mix of custom serious-game development, standardized game formats, and professional services, delivered via enterprise field sales and consultative selling. Pricing is project-based with multi-year contracts typical for larger engagements, and the business model combines the higher-margin bespoke work that anchors client relationships with increasingly productized offerings designed to scale beyond the headcount cap of the studio. The technology stack is not disclosed in detail but is consistent with a web-and-game-engine-based approach rather than AI-native architecture.

Operationally, Mindgame is a privately held, bootstrapped boutique with no external funding, no disclosed leadership team, no patents, no awards, and no formal partnerships. Its growth lever is the gradual productization of its bespoke methodology, with recent launches (In Good Mood 2024, CYBERWISE 2025, Animal Triage Training Game 2.0 2026) signaling a deliberate push toward repeatable, standardized offerings that can be sold at lower marginal cost than fully custom builds.

Name

Mindgame

Legal name

Mindgame

Website

https://mindgame.nl

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

Mindgame is an Amsterdam-based serious games studio founded in 2004 that designs gamified simulations for enterprise training, behavioral change, and organizational transformation, serving clients such as PWC and Bayer across Europe and Asia.

Ownership category

akta.pro rank

Product category

Corporate Training Software

NAICS

Other Amusement and Recreation Industries (7139)

SIC

Services-Computer Programming Services (7371), Services-Prepackaged Software (7372)

akta.pro primary industry

Serious Games & Simulation Studios (Training, Defense, Enterprise) (MPAFAAAH)

akta.pro secondary industry

Game-Based Learning & Gamification Authoring (EDAFAHAF)

Keywords

• Serious games development
• Corporate training software
• Behavioral change gamification
• Organizational change solutions
• Cybersecurity awareness training

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Custom Serious Game Development: Mindgame develops custom serious games, apps, and web applications tailored to specific client needs. Projects are commissioned interventions based on proven game mechanics, addressing organizational change, awareness programs, reorganizations, strategy changes, and onboarding.
2. Standardized Game Formats: The company offers pre-built game formats (such as awareness games and attitude games) that can be employed on short notice, providing repeatable revenue opportunities.
3. Professional Services: Consulting and advisory services related to behavioral change and game-based intervention design, often bundled with custom development projects.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Mindgame designs, develops, and delivers serious games, applications, and web applications that gamify behavioral change for organizations. Its offerings combine a proprietary transformation model with both standardized format games (deployable on short notice) and fully custom interventions, delivered either online or in real life using digital and physical components, and used for awareness programs, reorganizations, strategy changes, and onboarding.

Product overview

Mindgame is a serious games developer offering a portfolio of gamified solutions for business transformation and behavioral change. The product portfolio includes six named offerings: CYBERWISE (online cybersecurity learning platform), ANIMAL TRIAGE TRAINING GAME (certification game for first responders), ARE YOU SECURE? (security awareness game format), IN GOOD MOOD (HR and employee well-being solution), and custom games such as TOMTOM (attitude transformation game) and BAYER: MULTI CHANNEL GAME. The company provides both standard format products that can be deployed on short notice and fully custom interventions built on proven game mechanics, serving awareness programs, reorganizations, strategy changes, and onboarding needs across various industry sectors since 2004.

Differentiator

Problem solved

Functional benefit

Products and services

• CYBERWISE Online learning platform combined with game mechanics that improves cybersecurity awareness and training for organizations and their employees.
• Animal Triage Training Game (ATTG) Online certificate game that trains first responders in animal triage procedures through gamified simulation.
• TOMTOM Custom attitude game built to support organizational change and behavioral transformation for a specific client.
• In Good Mood Gamified HR solution that supports employee well-being, engagement, and organizational development initiatives.
• Are You Secure? Standardized awareness game format that educates employees on cybersecurity and helps organizations improve their security posture through interactive learning.
• Bayer: Multi Channel Game Custom multi-channel training game built for Bayer that combines multiple game formats and interaction channels for corporate training.

Quantifiable outcome

• 77% of SMEs fell victim to cyber crime in the past two years (referenced in CyberWise product context)

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators3 records

Recent moves3 records

Expansion highlights4 records

Broad incumbents

• Centrical: Centrical is a gamified employee engagement and performance platform with motivational mechanics, recognition and microlearning. Comparable as a broader incumbent in gamified behavior change at enterprise scale, especially in HR/wellbeing use cases.
• Kahoot!: Kahoot! is a scaled gamified learning and engagement platform used widely in education and corporate training. A broad incumbent offering easy-to-deploy gamified quizzes that compete with Mindgame's standardized format games for awareness and training use cases.
• KnowledgeCity: KnowledgeCity is an eLearning and training content provider offering video-based compliance and professional courses for businesses. A broad incumbent that competes with Mindgame's awareness and training game formats on enterprise training budgets.

Emerging players

• Bunch: Bunch applies gamified mechanics to leadership and team development, with a focus on behavioral change in organizations. Comparable to Mindgame's attitude and HR-wellbeing offerings such as In Good Mood.

Direct peers

• Gamelearn: Gamelearn develops serious games for corporate training (leadership, sales, compliance, cybersecurity). It is the closest direct competitor to Mindgame, combining custom and packaged game-based learning for enterprise change and behavioral outcomes.
• Mursion: Mursion provides simulation-based training for soft skills, leadership and workplace conversations, combining technology with human role-players. Comparable to Mindgame's behavioral-change mission and enterprise training focus.
• SweetRush: SweetRush is a custom learning solutions provider that frequently builds gamified and simulation-based corporate training experiences. Comparable to Mindgame in delivering bespoke behavior-change interventions for global enterprises.
• Talespin: Talespin builds immersive (VR/AR) serious games and simulations for enterprise learning, leadership and soft-skill development. Comparable as a specialist studio selling behavior-change training experiences to enterprise L&D buyers.
• Axonify: Axonify is a frontline-focused microlearning platform that uses gamification to drive knowledge retention and behavior change. Comparable in targeting measurable behavior change via repeated gamified interactions, though more SaaS-led than Mindgame.
• Raptivity: Raptivity provides an interactive eLearning authoring toolkit with a library of game-like interactions for corporate training. Comparable to Mindgame as a focused gamification/interaction specialist serving L&D teams.

Market position

Strengths3 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/mindgame

Revenue estimate

Valuation estimate

Number of profiles

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 Mindgame