Upbeatles

What Upbeatles does

Upbeatles is a Dutch pub quiz entertainment company founded in 2011 in Nijmegen by Pascal Ninaber and Jochem Geerdink. The company designs, organizes, and presents live and online pub quizzes for corporate clients, hospitality venues, private social groups, schools, and government institutions across the Netherlands. Its core offering combines audiovisual presentation (video, music, image, puzzles) with quizmaster-led delivery, backed by a proprietary library of thousands of original themed questions spanning sports, music, film, history, current affairs, and culturally specific topics. Event capacity scales from intimate groups of 10 to gatherings of 300+ participants.

The technology stack centers on a live online quiz platform developed within four days during the March 2020 COVID-19 lockdown, streaming quizzes over video call infrastructure (Zoom, Teams) without requiring participant app downloads. Complementary hardware includes wireless 3-channel silent disco headsets rented for silent quiz and silent disco events. A separate DIY product line (quiz packages) sells ready-made kits with question lists, audio files, and instructions. More recently, the company has branched into infotainment-format quizzes for cybersecurity awareness and provincial government campaigns.

Revenue is generated across five streams: managed corporate quiz events (starting at €325 ex VAT, quote-based), ticketed public quizzes at partner cafés (~€6 per person), DIY digital quiz package sales, silent disco headset rentals, and branded merchandise including the 'Never Gonna Quiz You Up' blond beer (6.2% ABV) brewed in partnership with Brouwerij Oproer. Distribution covers 10+ Dutch cities through both on-location corporate delivery and a recurring partner-cafe network. Upbeatles operates as a privately held, founder-led business with no external investors, employing approximately seven people including founders and a small roster of contract quizmasters.

Name

Upbeatles

Legal name

Upbeatles

Website

https://upbeatles.nl

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

1–10 employees

Short description

Upbeatles is a Dutch pub quiz entertainment company founded in 2011 that designs, organizes, and presents live and online themed pub quizzes for corporate clients, hospitality venues, schools, and government institutions across 10+ Dutch cities.

Ownership category

akta.pro rank

Product category

Live Event Entertainment Services

NAICS

Promoters of Performing Arts, Sports, and Similar Events with Facilities (711310), Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Virtual & Hybrid Event Platforms (Webinars, Virtual Venues, Event Hubs) (THAHAOAA)

akta.pro secondary industries

Party DJ, Music & Audio Services (HSACACAI), Virtual Conferences & Summits (Webinars, Keynotes) (MPAGAOAA)

Keywords

• Pub quiz services
• Live event entertainment
• Corporate team building
• Silent disco rental
• Themed quiz hosting

Headquarters

HQ city

Nijmegen

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Corporate Event Services: Fully managed pub quiz events for businesses, including quizmaster, equipment, materials, and custom content. Priced via quote based on group size, location, customization level, and duration. Starting from €325 for base packages. This is the primary revenue stream for larger group events.
2. Public Quiz Entry Fees: Ticketed entry to open public quizzes held in partner cafes. Typically around €6 per person, with prices varying by venue. Generates recurring revenue from regular participants.
3. Quiz Packages (DIY): Sale of ready-made quiz kits containing question lists, answer forms, audio/music files, puzzle rounds, and instructions. Customers self-host the quiz. Packages can be standard or customized. Sold as one-time purchases.
4. Silent Disco Headset Rental: Rental of wireless silent disco headsets (3-channel) for events, parties, and festivals. Includes delivery, setup guidance, and charging stations. Revenue from per-rental fees.
5. Branded Merchandise (Upbeatles Beer): Sale of 'Never Gonna Quiz You Up' blond beer (6.2% ABV), branded exclusively for Upbeatles by Brouwerij Oproer. Sold in packs of 6 bottles (~€15 ex shipping) via the Upbeatles SumUp store, My Dear Beer, and Oproer's own website.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

Upbeatles organizes and presents live and online pub quizzes across the Netherlands with experienced quizmasters, audiovisual question rounds (video, music clips, photos), and customizable themes. It serves corporate team-building events, private celebrations, and recurring public quizzes in partner cafes, and also sells DIY quiz packages and rents silent disco headsets.

Product overview

Upbeatles is a Dutch pub quiz entertainment company offering a comprehensive suite of quiz products and services. The core offering consists of live and online pub quizzes with experienced quizmasters, supplemented by specialized themed quizzes (music, sports, film, Harry Potter, Friends, Christmas, World Cup, Tour de France), music bingo, and silent quiz experiences. Additional offerings include customizable quiz packages for self-organized events, quizmaster hiring services, and silent disco headset rentals. The company operates primarily in the Netherlands, providing quizzes for private events, corporate team outings, bars, and schools, with prices starting at €325 for corporate events.

Differentiator

Problem solved

Functional benefit

Products and services

• Pubquiz

Quantifiable outcome

• Google rating of 4.9 out of 5.0 based on 327 reviews
• +3 more outcomes

Named customers27 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• Provincie GelderlandcoreStrategic or Co-development Partner · 1 September 2025Commissioned by the Province of Gelderland to create and present the first-ever Gelderse Pubquiz for Gelderse Dag 2025. The quiz featured five rounds about Gelderland's history, people, music, and culture. Presented under Harm Edens with live cross-connections to venues across the province.
• Sandra van SDE ConsultancyminorStrategic or Co-development Partner · 1 April 2025Partnered with Sandra van SDE Consultancy to co-create and co-present a Cybersecurity & Privacy Pubquiz for the 'Echt Niet Vandaag' digital crime awareness day (April 2025). Sandra provided cybersecurity expertise used to design quiz content.
• Universiteit UtrechtminorStrategic or Co-development Partner · 1 January 2025Delivered a 4-day Cybersecurity & Privacy Pubquiz series during the Privacy & Security Parade 2025 at Universiteit Utrecht, targeting researchers and staff. Content tailored to cybersecurity awareness using infotainment format.
• Brouwerij Oproer (Oproer Brouwerij)coreStrategic or Co-development Partner · 1 November 2022Brouwerij Oproer in Utrecht brewed 'Never Gonna Quiz You Up', a 6.2% blond beer exclusively for Upbeatles, launched in November 2022. The beer features a custom label with the Upbeatles logo and branded coaster. Sold through Oproer's website, Upbeatles' own store, and My Dear Beer.
• N1 (Nijmeegse Omroep) / RN7 (Omroep Gelderland)coreStrategic or Co-development Partner · 1 May 2016Collaborated with local Nijmegen broadcaster N1 to create the 'Nijmegen Kennis Quiz' in May 2016 — 31 daily video episodes with questions about the city. Later collaborated with RN7 (Omroep Gelderland) for the 2025 Gelderse Pubquiz broadcast under Harm Edens' presentation.
• My Dear BeerminorChannel Partner/ Reseller/ DistributorMy Dear Beer distributes the Upbeatles branded beer (Never Gonna Quiz You Up) as part of their curated beer package offering. Also offers a borring ('borrel') package combining beer with snacks for pub quiz events.
• Gerry van CampenminorStrategic or Co-development PartnerCo-created the Nijmegen Kennis Quiz with Gerry van Campen, who acted as co-initiator alongside Upbeatles. Gerry is also known as the NEC Nijmegen stadium announcer. He brought local media connections and presentation expertise to the project.
• Dedicated024minorOthersClothing sponsor for the Nijmegen Kennis Quiz project. Provided branded attire for the quizmaster during the production.
• Partner Cafes and PubscoreChannel Partner/ Reseller/ DistributorNetwork of 10+ cafes and pubs across the Netherlands (including Grand Café Lebowski, Café Lijn 4, Klein Berlijn, Jozef in Utrecht; Oproer; venues in Nijmegen, Amsterdam, Rotterdam, etc.) hosting regular public pub quizzes. Venues provide space and drinks; Upbeatles provides quizmaster, questions, and AV equipment. Creates recurring weekly/monthly events for both parties.
• Frisse MosterdminorGTM or Marketing PartnerFeatured in Frisse Mosterd, a Utrecht hospitality magazine, as one of the 'horecahelden' (hospitality heroes). Jochem was interviewed and a portrait featured in the publication's special edition on Utrecht personalities who contribute to the local food & beverage scene.

Scale indicators4 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Qrators: Dutch quiz and game-show event provider for corporate and private clients, offering comparable interactive quiz formats and event delivery to Upbeatles.
• De Vrienden van de Quiz: Dutch pub quiz company offering live and online quizzes for corporate events and private parties in the Netherlands, directly comparable to Upbeatles in service, format, and target customer.
• Quiz Company: Dutch provider of corporate quiz events, pub quizzes, and team-building entertainment, overlapping with Upbeatles on product offering and Dutch enterprise customer base.
• Pubquiz.nl: Netherlands-based pub quiz operator running hosted quiz nights in venues and for corporate clients, competing with Upbeatles for the same Dutch B2B and horeca channels.

Broad incumbents

• Kahoot!: Norwegian-headquartered digital quiz and learning platform used widely for corporate training, classroom, and team events; competes with Upbeatles' online quiz product but serves a much broader market with a self-serve SaaS model.
• Quizlet: Global online learning platform with quiz and study tools; an indirect competitor to Upbeatles' DIY/online quiz offerings at the consumer and educational end of the market.

Emerging players

• Bounce Events: Dutch corporate event and team-building agency offering quiz and game-show formats to business clients; partial overlap with Upbeatles' corporate entertainment segment but with a wider portfolio of activities.
• Teamuitje.nl: Dutch team-building marketplace and event provider listing pub quiz, escape room, and other corporate activities; partially comparable as a distribution and demand-generation channel adjacent to Upbeatles' B2B go-to-market.
• QuizWorks: Benelux-based corporate quiz and game-show provider focused on team-building events; comparable offering to Upbeatles' B2B pub quiz product with regional Benelux reach.

Regional players

• Geeks Who Drink: US-based pub quiz operator hosting weekly trivia nights in bars across North America; comparable in business model and venue-based delivery but operates exclusively outside the Netherlands.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/upbeatles
• YouTubeyoutube.com/Upbeatles
• Facebookfacebook.com/Upbeatles
• Instagraminstagram.com/upbeatles
• LinkedInlinkedin.com/company/upbeatles

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Upbeatles