ScreenNet AB

What ScreenNet AB does

Play X AB (formerly ScreenNet AB) is a privately held digital out-of-home (DOOH) advertising company operating in Sweden and Finland through two legal entities — Play X AB (Sweden, org. 559400-4060) and Play X Oy (Finland, 3482764-7). The company sells advertising placement on a network of digital screens deployed across four contextual environments: family-oriented venues (playgrounds, activity centers), local neighborhoods, urban cores and roads, and shopping malls. It claims "millions of contacts per month" through its screen network, with a sales-led B2B go-to-market targeting enterprise brand advertisers directly. The company does not disclose pricing publicly and operates on quote-based campaign deals.

The platform is built around energy-efficient digital screens (supplied via a strategic partnership with JumpYard) combined with a data-driven targeting and measurement layer. The company states it measures actual ad exposure in real time and delivers transparent reporting to advertisers, and it offers flexible campaign durations ranging from short-term activations to long-term placements. Its core differentiators are the combination of local precision with national reach, real-time exposure measurement, and a sustainability-focused hardware stack. No proprietary AI/ML models, patents, or research output are disclosed; the "data-driven" capabilities are described in functional rather than technical terms.

Commercially, Play X runs a diversified enterprise book spanning retail (ICA, Coop, Hemköp, Lekia, Naturkompaniet, Macforum), financial services (Handelsbanken, Länsförsäkringar), healthcare (Kry), QSR/food (Sibylla, Kronfågel, Grekiska), automotive (Bilia, Din Bil), construction/equipment (Ramirent), media (Sveriges Radio), real estate (Heimstaden), sports (Frölunda Hockey, IFK Göteborg), entertainment (Kolmården), delivery (Wolt), non-profit (Erikshjälpen), fitness (Friskis), and energy (SQO). The company employs a sales-led direct outreach model supported by a modest digital footprint (company website, LinkedIn). It is privately held with no disclosed funding rounds, no disclosed headcount, no disclosed management team, and no disclosed revenue — suggesting a bootstrapped or self-funded regional operator. The business rebranded from ScreenNet to Play X in November 2024, coinciding with the launch of a clearer four-product portfolio and an upcoming fifth product line.

Name

ScreenNet AB

Legal name

Play X AB

Website

https://screennet.se

Company type

Private

Operating status

Operating

Short description

Play X (formerly ScreenNet AB) is a privately held Nordic digital out-of-home advertising company operating screen networks in Sweden and Finland, offering four contextual ad products (Family, Local, Urban, Mall) to enterprise brand advertisers through direct B2B sales.

Ownership category

akta.pro rank

Product category

Digital Out-of-Home Advertising

NAICS

Indoor and Outdoor Display Advertising (54185), Media Representatives (541840)

SIC

Services-Advertising (7310)

akta.pro primary industry

OOH Media Planning, Buying & Inventory Aggregation (BPAFALAJ)

akta.pro secondary industry

Place-Based / Retail & Venue Media (Malls, Gyms, Cinema, Office Buildings) (BPAFALAE)

Keywords

• Digital out-of-home advertising
• Outdoor advertising screens
• Digital signage network
• Brand advertising campaigns
• Programmatic DOOH media

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Digital Outdoor Advertising: Revenue generated from displaying advertisements on digital screens placed in strategic locations including family areas, local communities, urban environments, and shopping malls. Advertisers pay for campaign exposure with flexible options ranging from short-term campaigns to long-term placements.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

ScreenNet AB, now operating as Play X, sells digital out-of-home advertising placements on a network of digital screens deployed across family areas, local communities, urban environments, and shopping malls in Sweden and Finland. Advertisers purchase campaign placements ranging from short-term activations to long-term exposures, with data-driven targeting and real-time exposure measurement providing transparent performance reporting. The company also operates the JumpYard co-branded screen network used in family-oriented venues.

Product overview

Play X (formerly ScreenNet) is a digital outdoor advertising platform offering four distinct product solutions: Family, Local, Urban, and Mall. The platform enables brands to reach audiences through strategically placed digital screens across Sweden and Finland. The three main solutions (Family, Local, Urban) combined with Mall provide national and local reach with data-driven targeting capabilities. The company mentions a fourth solution coming soon.

Differentiator

Problem solved

Functional benefit

Brands

• Play X Family: Digital outdoor advertising targeting families in areas such as playgrounds and activity centers.
• Play X Local
• Play X Urban
• Play X Mall

Products and services

• Play X Family Digital outdoor advertising solution targeting families with children in areas such as playgrounds, activity centers, and family-friendly locations. Enables brands to reach family decision-makers with contextually relevant messages at the right moment.
• Play X Local Local community advertising solution with screens strategically placed in specific neighborhoods. Helps brands build proximity and trust in local communities by reaching target audiences with personalized and relevant messages.
• Play X Urban Urban advertising solution reaching people in city centers, suburbs, and along roads. Captures attention of pedestrians, cyclists, and drivers with effective placements in everyday urban environments.
• Play X Mall Shopping center advertising solution targeting customers in retail environments where purchase intent is already high. Offers maximum brand visibility in a setting where buying decisions are made.

Quantifiable outcome

• Millions of contacts per month

Named customers24 records

Segments5 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature3 records

Partnerships

One partnership is on record.

• JumpYardcoreStrategic or Co-development PartnerJumpYard provides the digital screens used in Play X's outdoor advertising network. Macforum, a customer, specifically chose Play X and JumpYard screens for their natural presence in family-oriented environments where their customers already spend time.

Scale indicators3 records

Recent moves2 records

Expansion highlights5 records

Broad incumbents

• Clear Channel Outdoor: One of the world's largest OOH operators with significant Nordic presence (Clear Channel Sverige). Competes with Play X for the same Nordic brand budgets but offers a much larger pan-European network and traditional billboards alongside DOOH.
• Ocean Outdoor: UK-listed DOOH specialist focused on premium digital out-of-home in shopping centers and urban locations. Closely comparable venue mix (malls, urban) and premium positioning, but operates primarily in the UK rather than the Nordics.
• Stroer SE & Co. KGaA: Major German-headquartered DOOH operator with growing Nordic exposure via programmatic. Comparable on the DOOH media-selling and inventory-aggregation side, with deeper scale but less local Nordic depth.
• JCDecaux: Global OOH market leader operating street furniture and billboards across the Nordics. Directly comparable as a competitor for urban and place-based DOOH inventory, though its portfolio is far broader and includes analog formats.

Emerging players

• Place Exchange: US-based programmatic DOOH SSP that aggregates venue-based digital screens for programmatic buying. Conceptually aligned with Play X's data-driven, place-based DOOH approach, though focused on the US market and serving as an enabling platform.
• VIOOH: Programmatic DOOH exchange connecting buyers to premium OOH inventory globally, including Nordic operators. Comparable on the digital, data-driven DOOH layer that Play X claims as a differentiator, though VIOOH is a technology platform rather than an inventory owner.

Others

• Broadsign: DOOH CMS and programmatic software provider used by many DOOH network operators. Comparable as the technology backbone for similar venue-based digital screen networks and a likely vendor or adjacent platform in Play X's stack.

Regional players

• Storm Commerce / Nordic DOOH independents: Smaller Nordic-focused DOOH and digital signage operators. Comparable as local Nordic competitors with similar venue-specific digital screen approaches but smaller scale and footprint than Play X's two-country presence.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/playxse

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 ScreenNet AB