Acasting

What Acasting does

Acasting Sweden AB operates a Nordic casting platform headquartered in Solna, Sweden, two-sided marketplace connecting individual entertainment talent (actors, extras, models, voice actors, crew) with production companies, casting directors, and brands. The platform hosts 34,373 active members, 1,565 listed filming locations, and 3,266 active jobs, with named enterprise users including SVT, TV4, Netflix, HBO, IKEA, H&M, Volvo, and Amazon predominantly anchored in Sweden. The core product is a profile-and-matching platform with AI-based talent-job matching, integrated chat (via TalkJS), and skill/location filtering, supplemented by showreel hosting and direct booking flows.

The technology stack includes a Digital Twin module launched in February 2025 that uses generative AI to create licensable digital likenesses of talent from uploaded reference images, paired with a biometric/identity verification flow and the proprietary 'Human Licensed' certification standard aligned to the EU AI Act (effective August 2026). Supporting infrastructure includes Clerk for authentication, Google/Apple SSO, and PostHog/Vercel/Google Analytics for product analytics; the platform is GDPR-compliant with a stated AI ethics code of conduct.

The business model is multi-stream: a freemium B2C subscription at 99 SEK/month for talent Premium membership (with AI coach Mira, priority visibility, and course/event access), paid job postings for production companies, location listing subscriptions at 49 SEK/month or 399 SEK/year, Digital Twin licensing royalties on a per-campaign basis, and ancillary revenue from showreel packages, photography days, and educational courses. Distribution combines self-serve web sign-up with field-led enterprise sales for production companies, event-driven acquisition (industry cruises, photography days, webinars), and partner channels through casting agencies and film schools.

Name

Acasting

Legal name

Acasting Sweden AB

Website

https://acasting.se

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

11–50 employees

Short description

Acasting is a Nordic casting platform that connects 30,000+ entertainment talents (actors, extras, models, crew) with production companies and brands, offering AI-based matching, a Digital Twin licensing marketplace for AI-generated likeness, location listings, and Premium subscription tools.

Ownership category

akta.pro rank

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

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

Revenue model

1. Premium Membership Subscriptions: Talents pay 99 SEK per month for Premium membership, gaining enhanced profile visibility, priority placement, access to exclusive castings, AI coaching (Mira), and notifications for new jobs. This is the primary B2C revenue stream from the talent side of the marketplace.
2. Job Postings: Production companies pay to post job listings on the platform to reach the talent pool of 30,000+ members.
3. Location Listing Fees: Location owners pay to list their properties for film/photo shoots - 49 SEK per month or 399 SEK per year. This creates a secondary marketplace for filming locations.
4. Digital Twin Licensing: Talent can license their digital likeness to production companies and brands for AI-generated content. Talent earns compensation each time their Digital Twin is licensed for a campaign or production. This is a new revenue stream enabled by the platform's unique technology.
5. Showreel and Photography Services: Partnership with Lindberg Showreels offering discounted showreel production packages for Premium members (2,320-3,120 SEK vs regular 2,900-3,900 SEK). Photography days offered at 399-499 SEK per session.
6. Event and Course Revenue: Revenue from educational events, workshops (filmmaking courses 3,350-3,650 SEK), networking cruises (1,995-2,595 SEK), and webinars. Some events are free for Premium members as retention tool.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

Acasting operates a Nordic casting marketplace that connects individual talents (actors, extras, models, voice actors, crew) with production companies, brands, and filming locations for film, TV, and commercial projects. The platform combines a traditional talent-job matching marketplace with a proprietary Digital Twin licensing service that allows talents to create, own, and license verified AI-generated digital likeness for AI-driven commercial productions. Additional offerings include a Premium talent subscription, a locations marketplace for filming properties, AI-based matching algorithms, integrated chat, Human Licensed certification, and educational events/webinars.

Product overview

Acasting is a Nordic casting platform and talent marketplace operating as a platform-plus-modules architecture. The core Acasting Platform serves as the central hub connecting talents (actors, extras, models, crew) with production companies, casting directors, and brands. The platform integrates a Digital Twin marketplace — the world's first for licensed digital likeness — alongside a Premium subscription tier, a locations marketplace, a job board, talent profile and showreel hosting, direct messaging, corporate accounts for production companies, webinars and events (Acasting Live), and the Human Licensed certification standard for AI content compliance. Talents can monetize their likeness through Digital Twin licensing while gaining access to traditional casting opportunities, networking events, and career development tools through Premium membership.

Differentiator

Problem solved

Functional benefit

Products and services

• Acasting Platform (Casting Platform) A two-sided Nordic casting marketplace that connects talents (actors, extras, models, voice actors, crew) with production companies and brands for film, TV, commercial, and digital productions. Includes AI-based matching, job browsing, profile management, and integrated chat.
• Digital Twin (Licensed Digital Twin Marketplace) An AI-powered digital likeness licensing service that lets talents create a verified AI-generated version of their appearance, retain 100% ownership, and license it to brands and production companies per campaign. Powers ethical AI-generated commercial and film production under the company's EU AI Act-aligned Human Licensed certification standard.
• Filming Locations Marketplace A sub-marketplace within Acasting where individuals list homes, apartments, or properties as filming locations for film and photo shoots. Listings are visible only to verified companies and managed in collaboration with an in-house location scout.
• Job Marketplace (Entertainment Job Board) An entertainment industry job board where production companies post roles ranging from extras to lead actors, voice acting, and crew; talents search and apply through AI-matched profile attributes.
• Talent Profiles & Showreel Hosting Professional digital CV hosting for talents, including portfolio photos, video clips, showreels, social profile links (Instagram, TikTok, YouTube, IMDb), and unlimited image/video uploads searchable by casting directors.
• Foretag (Corporate / Production Company Accounts) A dedicated B2B account experience for production companies and brands to discover talent, crew, and locations, post jobs, manage applications, and communicate directly with candidates through integrated chat and AI-based matching.
• Acasting Live (Webinars and Industry Events Program) A series of webinars and live events covering career development, casting insights, and Digital Twin education, plus annual networking cruises, photography days, and filmmaking courses. Premium members receive priority access.
• Human Licensed Certification Standard A compliance and provenance certification mark for AI-generated content using licensed Digital Twins, providing assurance to talent, clients, and end users that rights, payment, and identity protection are in order.

Quantifiable outcome

• Digital Twin production reduces time-to-market by 90% compared to traditional 6-8 weeks (5 days vs 6-8 weeks)
• +4 more outcomes

Named customers16 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

AI capability6 records

Feature4 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• The Awarehouse StudiocoreTechnology or IntegrationAI-driven creative production studio that produced the Nordic's first commercial with licensed Digital Twins (for Smakis). They use Acasting's Digital Twin platform and talent for AI productions, demonstrating successful integration of the technology.
• Stenmark CastingcoreStrategic or Co-development PartnerOne of Sweden's leading casting agencies with 20+ years of experience casting hundreds of commercials, TV series, and feature films. They cast talent for Digital Twin productions and direct talent to the platform. Key strategic partner for talent acquisition.
• Lindberg ShowreelsminorGTM or Marketing PartnerPartnership offering discounted showreel production packages for Acasting Premium members (20% discount). Acasting promotes their services to talents needing professional showreels for their profiles.
• CinemantrixcoreStrategic or Co-development PartnerFilm production company and creative film hub run by Hans Montelius. Offers filmmaking acting courses (3,350 SEK with Acasting discount) and intensive weekend workshops. Provides educational content and venue for Acasting's industry training programs.
• Adria Nordic Talent ManagementminorChannel Partner/ Reseller/ DistributorTalent management agency founded by Jelena Mandrapa Pekovic, operating as casting director, agent, and head of agency. Presented in Acasting's webinar series, directing talent to the platform.
• Skådespelare- & Statistföreningen (Actors & Extras Association)minorStrategic or Co-development PartnerAssociation representing actors and extras. Morten Jonsson presented in Acasting Live webinar to discuss association activities and industry conditions. Acasting supports association visibility.
• Film Schools (Calle Flygare, Kulturama, etc.)minorGTM or Marketing PartnerVarious film and acting schools mentioned in blog content. Talents list education from these institutions on profiles. Some schools offer discounts to Acasting members for professional development.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Casting Networks: Casting Networks is a leading global talent casting platform serving actors, models, and performers across entertainment industries. It offers profile hosting, audition submissions, and B2B talent search — directly comparable to Acasting's core platform and a key competitor in the digital casting marketplace category.
• Spotlight: Spotlight is the UK's leading casting platform for professional actors, with a union-affiliated membership model and detailed profile hosting. It serves a similar function to Acasting in connecting talent with production companies, primarily in British and European productions — comparable as a European-region direct peer.
• Backstage: Backstage is the largest US casting marketplace connecting actors, models, and creatives with casting directors for film, TV, theater, and commercial projects. It is the most direct competitor to Acasting's core marketplace offering, operating a similar two-sided platform with tiered subscriptions and job listings.
• StarNow: StarNow is an international talent marketplace for actors, models, musicians, and performers seeking representation and job opportunities. It overlaps with Acasting's core two-sided marketplace model, serving similar talent personas and production-side buyers globally.
• Mandy: Mandy (formerly mandy.com) is an international cast and crew marketplace connecting actors, crew, and production professionals with entertainment jobs. It is a direct competitor to Acasting's talent and crew marketplace offering, with comparable free-to-join and premium subscription tiers.

Broad incumbents

• LinkedIn: LinkedIn is the dominant global professional network, increasingly used for talent sourcing and freelance casting across entertainment and adjacent industries. It is a broad incumbent with overlapping talent discovery and B2B profile search functionality, though it lacks entertainment-specific casting tools and AI likeness licensing.
• IMDbPro: IMDbPro is the industry-focused subscription database from Amazon-owned IMDb, providing talent profile hosting, contact details, and casting discovery for film/TV professionals. It is a broad incumbent offering overlapping capabilities with Acasting's talent profile and B2B talent search features, embedded within the Amazon entertainment ecosystem.

Emerging players

• Synthesia: Synthesia is a leading AI video generation platform with digital avatar technology and an enterprise go-to-market focus. It is an emerging competitor to Acasting's Digital Twin offering in the AI likeness / synthetic media space, though it focuses on stock avatars rather than licensed personal likeness.
• Stage 32: Stage 32 is a global social network and education community for film, TV, and theater creatives, with job listings and industry networking features. It is comparable as an emerging player in the entertainment professional marketplace space, with overlapping community-led GTM motion and Premium subscription model.
• Voices.com: Voices.com is a leading marketplace for voice-over talent with AI matching and project management tools. It is an emerging player comparable to Acasting in the niche casting marketplace category, with similar subscription tiers and AI-assisted talent-buyer matching workflows.

Market position

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/acasting.se
• LinkedInlinkedin.com/company/acasting

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Acasting