What Playfinity does

Playfinity AS is a Norwegian smart sports gear company founded in 2016 that designs and sells sensor-enabled sports equipment paired with mobile companion apps to gamify physical activity. Its product portfolio includes Gaming Baseball (a regulation 9-inch, 5-oz smart baseball priced at €79), the JumpGames Bundle (a wearable activity tracker for trampolines priced at €59), and SmartBall (a squishy smart ball for catch games at €59). Each device embeds Bluetooth sensors that track metrics such as speed, height, throw power, airtime, catches, jumps, and rotations, with up to 70 yards of connectivity and roughly 70 hours or 40,000 events of battery life. Companion apps (Backyard League for baseball and SmartBall; JumpGames for trampolines) are free, with no subscriptions, and deliver interactive games, leaderboards, real-time audio coaching, multiplayer modes (up to four players), and worldwide virtual challenges.

Underlying the products is a Bluetooth-and-mobile-app platform that processes motion telemetry in real time, supports a custom game builder, and integrates with Google Firebase for notifications and anonymous analytics. The company maintains compliance posture relevant to its global footprint, including CE and EN71 product certifications and GDPR, CCPA, and PIPEDA privacy compliance.

Playfinity generates revenue almost entirely through direct-to-consumer hardware sales via its Shopify-powered storefront, with international shipping to the EU, US, and Canada. Distribution was expanded in 2023 through a retail launch with Best Buy Canada (online plus 30+ physical stores), and the company runs an Uppromote-powered affiliate program. Go-to-market also includes strategic partnerships with Kansas City Royals Summer Camps (youth baseball training), Velo Hero (baseball analytics), Right To Play Canada and Norway (child-development nonprofits), and Texas Instruments (technology partner). The company has approximately 8 employees, is headquartered in Lysaker, Norway, and conducts its e-commerce operations through the Swedish entity Tura Scandinavia AB. No venture or private equity funding has been disclosed.

Name

Playfinity

Legal name

Playfinity AS

Website

https://playfinity.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Playfinity is a Norwegian smart sports gear company that makes sensor-enabled sports equipment (Gaming Baseball, JumpGames, SmartBall) connecting to free mobile apps, serving families with children aged 6+, youth baseball coaches, and trampoline owners via DTC and retail.

Ownership category

akta.pro rank

Product category

Smart Sports Equipment

NAICS

Sporting and Athletic Goods Manufacturing (33992), Sporting Goods Retailers (45911), Sporting Goods Retailers (459110), Sporting Goods, Hobby, and Musical Instrument Retailers (4591)

SIC

Sporting & Athletic Goods, Nec (3949), Computer Peripheral Equipment, Nec (3577)

akta.pro primary industry

Team Sports Training Aids & Coaching Equipment Retail (CRAMAEAL)

Keywords

• Smart sports gear
• Active gaming
• Connected sports equipment
• Sensor-based sports gear
• Active gaming toys

Headquarters

HQ city

Lysaker

HQ country

Sweden

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Hardware Product Sales: Playfinity generates revenue through the sale of physical smart sports products. Products include Gaming Baseball (€79), JumpGames bundle (€59), and SmartBall. They offer bulk discounts (25% off for 2+ items) and free shipping over €100. The company explicitly states no subscription fees required - apps are free to use.
2. Accessory and Replacement Sales: The company sells accessories such as replacement bands (flex band for SmartBall) and likely replacement batteries (CR2032). Different sizes available (Kids, Adult for JumpGames band).

Pricing tiers

Go-to-market motion3 records

Distribution channels2 records

Marketing channels6 records

Core offering

Playfinity designs, manufactures, and sells smart sports gear — Gaming Baseball, JumpGames Bundle, and SmartBall — that integrate embedded Bluetooth and motion sensors with companion mobile apps (Backyard League and JumpGames). The hardware tracks performance metrics such as speed, height, throws, catches, jumps, and airtime, then feeds the data into gamified app experiences with real-time audio feedback, leaderboards, and global competition. Products are sold direct-to-consumer and through retail partners with no subscription fees for the apps.

Product overview

Playfinity is an active gaming company that creates smart sports gear connected to mobile apps. The product portfolio consists of three core smart devices—Gaming Baseball, JumpGames Bundle, and SmartBall—each paired with dedicated companion apps (Backyard League and JumpGames). These products transform traditional physical activities (baseball, trampoline jumping, catch games) into gamified experiences with real-time tracking, audio feedback, leaderboards, and global competition. All products use Bluetooth connectivity and share a unified ecosystem of games, achievements, and worldwide rankings. The company targets children aged 6+ and their families, positioning active gaming as an alternative to passive screen time.

Differentiator

Problem solved

Functional benefit

Brands

• Backyard League: Mobile app companion for Gaming Baseball and SmartBall products, featuring interactive games, leaderboards, and real-time audio feedback.

Products and services

• Gaming Baseball Regulation-size (9 inch, 5 oz) smart baseball with embedded sensors and always-on Bluetooth connectivity that tracks speed, height, throw power, glove movement, transfer speed, airtime, throws, misses, catches, and ground balls. Connects to the Backyard League app for interactive games, leaderboards, real-time audio coaching, and global competition. Priced at €79 with durable dust-proof and water-resistant construction.
• JumpGames Bundle

Quantifiable outcome

• 5.7 million jumps in 90 days during summer period
• +3 more outcomes

Named customers6 records

Segments3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability7 records

Feature5 records

Partnerships

Seven partnerships are on record, tiered core, flagship and minor.

• Velo HerocoreStrategic or Co-development Partner · 1 January 2023Playfinity and Velo Hero joined forces to enhance national baseball. Both companies share an aligned mission to keep youth baseball players training more and longer while having fun. The partnership integrates Playfinity's gaming technology with Velo Hero's baseball analytics platform.
• Right To Play CanadaflagshipStrategic or Co-development PartnerPlayfinity and Right To Play Canada joined forces to positively impact the lives of children through the power of play. This is a social impact partnership focused on global impact through active gaming.
• Right To Play NorwayflagshipStrategic or Co-development PartnerPlayfinity and Right To Play Norway united to enhance children's lives through innovative play, fostering creativity, learning, and growth through a collaborative venture.
• Best Buy CanadacoreChannel Partner/ Reseller/ DistributorPlayfinity launched with Best Buy Canada, making active gaming products available online and in more than 30 retail locations across Canada. This partnership provides significant retail distribution for the brand.
• Kansas City Royals Summer CampscoreStrategic or Co-development PartnerPlayfinity entered a collaboration with Kansas City Royals Summer Camps for the second consecutive year. Gaming Baseball is used to transform youth training experiences, with camp coordinators praising it as 'a game changer in player development' and noting it 'keeps them engaged and constantly striving to improve.'
• ShopifycoreTechnology or IntegrationPlayfinity's e-commerce store is powered by Shopify, which enables the company to provide online shopping services. Shopify handles the technical infrastructure for the store while Playfinity manages sales and customer relationships directly.
• Shifter (Norwegian Media)minorGTM or Marketing PartnerNorwegian tech media outlet Shifter covered Playfinity's smartball success in Canada and their expansion into new sports, providing press coverage and visibility in the Norwegian startup ecosystem.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Catapult Sports: Catapult is an established player in athlete tracking and performance analytics for professional and elite teams. While focused on professional wearables rather than consumer balls, its connected sports analytics overlap with Playfinity's motion-sensor and AI capability.
• Wilson Sporting Goods: Wilson is a major incumbent manufacturer of baseballs, gloves, and training equipment. As a broad sporting goods incumbent, it represents both a potential retail partner and a competitive threat if it launches connected baseball products.
• SKLZ: SKLZ is a large sporting goods brand focused on training aids and equipment for multiple sports. While it does not embed sensors like Playfinity, it competes for the same youth athlete and parent training-equipment purchase occasion.
• Hasbro (NERF / active toys): Hasbro's NERF and active toy lines compete for the same screen-free active play occasion targeting families with children. As a broad incumbent toy and active-play company, it represents an adjacent competitive and partnership threat.

Direct peers

• ShotTracker: ShotTracker builds sensor-embedded basketballs and net/wearable systems that capture shot attempts and analytics via a connected app. It is a direct peer in the smart sports equipment + gamification category, serving youth and amateur athletes.
• DribbleUp: DribbleUp produces smart basketballs and training balls with embedded sensors and an interactive app for at-home skill development. It competes with Playfinity in connected ball hardware targeted at youth and family consumers.
• Diamond Kinetics: Diamond Kinetics produces swing and pitch sensors for baseball and softball with mobile apps, leaderboards, and player development content. It directly competes with Playfinity's Gaming Baseball in sensor-based youth baseball training.
• Blast Baseball: Blast Baseball makes sensor-equipped baseballs and bats paired with mobile apps to measure swing metrics and gamify practice. It is the most direct competitor to Playfinity's Gaming Baseball in the smart youth baseball training category.
• Arccos Golf: Arccos makes sensor-equipped golf clubs and a connected app that tracks shots, provides AI caddie advice, and gamifies play. It is a direct peer in sensor-driven smart sports equipment with mobile-app gamification and global leaderboards.
• Zepp (formerly Zepp Labs): Zepp builds sensor-based sports wearables and connected equipment (baseball, tennis, golf, soccer) paired with coaching apps. It competes with Playfinity across multiple sports in the sensor + gamified coaching category.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/c/Playfinity4___
• Facebookfacebook.com/Playfinity
• Instagraminstagram.com/playfinity_activegaming
• TikToktiktok.com/@playfinity_activegaming
• LinkedInlinkedin.com/company/playfinity

Compliance5 records

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 Playfinity