Gaga Games
Gaga Games Pty Ltd is a Melbourne-based, family-owned manufacturer of timber gaga ball pits serving primarily Australian K-12 schools and community spaces, offering outdoor, portable, and accessible pit variants plus installation and grant-support services.
- Company typePrivate
- Founded2021
- HeadquartersBayswater, Australia
- Headcount11–50
- GTM typeB2B
- OfferingHardware or Manufacturing
What Gaga Games does
Gaga Games Pty Ltd is a Melbourne-based, family-owned manufacturer founded in 2021 by Kellie Macpherson and Jonathan Stones as a sister business to outdoor play equipment company Castle & Cubby (founded 2013). The company designs, manufactures, and distributes timber gaga ball pits made from Australian H3 treated pine, serving primarily Australian K-12 schools with secondary exposure to community spaces such as parks, councils, and residential developments. Its product portfolio comprises three pit variants — Outdoor (permanent installation, from $4,400), Portable (multi-game, 100+ games, from $3,950), and Accessible (wheelchair-gate inclusive design, from $5,220) — complemented by official gaga balls, professional installation ($950), DIY support, and a grant consultation service for school funding pathways.
The business operates a direct-to-consumer e-commerce model via a Shopify storefront with Australia-wide free shipping to major metro and regional areas. Distribution is hybrid: self-serve online purchase for smaller buyers and a quote/grant-ready sales motion for institutional buyers, with professional installation available in VIC, NSW, and ACT. The company has reached 400+ schools cumulatively since launch, monetized through one-time hardware sales, installation services, accessories, and a loyalty program (Gaga Rewards, launched May 2024) that cross-uses points with sister brand Castle & Cubby. There are no external institutional investors; the company is bootstrapped and organically grown.
In 2025 the company invested in CNC router and semi-automatic timber saw equipment to scale precision manufacturing, signaling capacity expansion. The company's competitive positioning centers on three non-ground penetrating pit designs that bypass DA approval requirements, Australian-sourced durable timber, an extensive educational content library (rules, installation guides, funding guides, case studies), and inclusive play features. The customer base is concentrated in primary schools, with active expansion into secondary schools and community spaces.
Gaga Games firmographics
Firmographics- Name
- Gaga Games
- Legal name
- Gaga Games Pty Ltd
- Website
- https://gagagames.com.au
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Gaga Games Pty Ltd is a Melbourne-based, family-owned manufacturer of timber gaga ball pits serving primarily Australian K-12 schools and community spaces, offering outdoor, portable, and accessible pit variants plus installation and grant-support services.
- Ownership category
- akta.pro rank
Gaga Games industry classification
Industry- Product category
- Outdoor Playground Equipment
- NAICS
- Hobby, Toy, and Game Retailers (45912), Doll, Toy, and Game Manufacturing (339930)
- SIC
- Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944), Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Party Games & Family Entertainment Games Retail (CRALAFAJ)
- akta.pro secondary industry
- Outdoor & Ride-On Toys Retail (CRALAFAC)
Keywords
Where Gaga Games is headquartered
LocationHeadquarters
- HQ city
- Bayswater
- HQ country
- Australia
- HQ region
- Oceania
Offices2 records
Markets served
Gaga Games business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Gaga Ball Pit Sales: One-time hardware sales of permanent outdoor, portable, and accessible Gaga Ball pits. Primary revenue driver with prices ranging from $3,950 to $5,220+ for pits plus installation services.
- Accessories and Replacement Parts: Sales of official Gaga Balls ($27 individual, $125 5-pack), replacement parts, and maintenance supplies.
- Professional Installation Services: Installation services offered at $950 for professional setup, providing full-service option for customers not wanting DIY.
- Loyalty Program: Points-based rewards program where members earn 3 points per $1 spent, redeemable for vouchers ($20-$200) with minimum cart values. Cross-use with sister company Castle & Cubby.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Outdoor Gaga Pits - From $4,400 |
| One time/ perpetual license | Pay-as-you-go | Portable Gaga Pits - From $3,950 |
| One time/ perpetual license | Pay-as-you-go | Accessible Gaga Pits - From $5,220 |
| Unit Pricing | Pay-as-you-go | Official Gaga Ball - $27 each |
| Unit Pricing | Pay-as-you-go | Official Gaga Ball 5-Pack - $125 |
| Unit Pricing | Pay-as-you-go | Gaga Pit Installation - $950 |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
Gaga Games product offering
Product offeringCore offering
Gaga Games manufactures and sells timber Gaga Ball pits and accessories for Australian schools and community spaces. Its core range includes Outdoor permanent pits, Portable multi-game kits, and Accessible pits with wheelchair gates, all built in Melbourne from H3 treated Australian pine timber. The company offers DIY flat-pack kits, professional installation, grant consultation, and a cross-brand loyalty program.
Product overview
Gaga Games is a Melbourne-based family company (sister business to Castle & Cubby) that manufactures and sells gaga ball pits and accessories primarily for Australian schools and community spaces. The product portfolio centers on three gaga pit variants (Outdoor, Portable, and Accessible with wheelchair gate), complemented by official gaga balls and installation/maintenance services. The company offers a flat-pack DIY model with professional installation options, grant consultation support for schools, and a loyalty rewards program. All pits are manufactured in Melbourne from Australian H3 treated pine timber and ship Australia-wide with free shipping to major metro areas.
Differentiator
Problem solved
Functional benefit
Products and services
- Outdoor Gaga Pits Permanent timber Gaga Ball pits designed for outdoor school installations, built with Australian H3 treated pine for weather resistance. Available in hexagonal and octagonal shapes with heights of 61cm, 80cm, and 99cm. Comes with a free official Gaga Ball.
- Portable Gaga Pits Versatile multi-game timber kit designed for flexible indoor and outdoor use. Available in 60cm and 80cm heights, enabling quick setup and pack down. One kit supports 100+ game possibilities including Gaga Ball and other activities.
- Accessible Gaga Pits Outdoor Gaga pits featuring a wheelchair access gate, designed to ensure inclusive participation for children of all abilities. Available in hexagonal and octagonal configurations with 61cm, 80cm, and 99cm heights.
- Official Gaga Ball 8.5 inch (21.6cm) rubber Gaga Ball available in 5 colors (Orange, Blue, Green, Yellow, Red). Included free with any Gaga pit purchase or sold separately at $27.00 each.
- Official Gaga Ball - 5 Pack Bundle of 5 official Gaga balls in bold colors (Orange, Blue, Green, Yellow, Red), providing game-ready supply for schools and community groups. Priced at $125.00 with free shipping.
- Gaga Pit Installation Services Professional installation service for Gaga pits conducted by Gaga Games installation teams, available to major metropolitan and regional areas. Installation priced at $950.
Quantifiable outcome
- 400+ schools partnered across Australia since 2021 launch
- +2 more outcomes
Companies that use Gaga Games
Customer profileNamed customers7 records
Segments3 records
Ideal customer profiles3 records
Gaga Games technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Gaga Games partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- Victorian Teachers' GamescoreSponsorship of annual educator networking event. Set up portable Gaga pits for the event, providing hands-on experience with the game. 40 teams participated in Amazing Race activity featuring Gaga Ball. Planned to return as sponsor in 2025.
- Castle & CubbycoreSister company under same family ownership (Kellie and Jonathan Stones). Castle & Cubby is the parent/playground equipment business established in 2013 with 13+ years of outdoor learning environment experience. Gaga Games launched in 2021 leveraging Castle & Cubby's expertise, manufacturing capabilities, and school relationships. Shared values around inclusive play and sustainable Australian timber products. Cross-use of loyalty points between businesses.
- Mulga The ArtistminorAustralian artist who painted a Gaga Ball Pit installation at Malabar Public School in NSW. Collaboration created a unique, visually distinctive pit that generated social media attention. Artist has painted murals at 80+ schools and collaborates with brands like Samsung, Coca-Cola, Red Bull, Lego.
Scale indicators4 records
Recent moves7 records
Expansion highlights6 records
Gaga Games competitors and assessment
Company assessmentBroad incumbents
- KOMPAN: Global incumbent in commercial playground and outdoor fitness equipment serving schools, councils, and communities. Comparable as a broad-spectrum supplier of inclusive, durable outdoor play solutions to institutional buyers.
- Landscape Structures: US-based designer and manufacturer of commercial playground equipment for schools and communities globally. Comparable as a broad incumbent whose inclusive, durable play solutions compete for the same school and council procurement budgets.
- Lifetime Products: US manufacturer of outdoor residential and institutional play/sports equipment. Comparable as a broad incumbent in durable outdoor play products serving schools and community facilities.
- Little Tikes: Mass-market children's outdoor toys and play equipment brand (owned by MGA Entertainment). Comparable as a broad incumbent in outdoor/active play for children, though oriented to consumer rather than institutional channels.
- Playworld: North American playground equipment manufacturer offering inclusive play systems to schools and municipalities. Comparable as an incumbent supplier of inclusive playground equipment targeting institutional buyers.
- Proludic: Global designer-manufacturer of playground, sports, and fitness equipment for schools, parks, and tourist sites. Comparable as a broad incumbent in the institutional playground and active-play equipment category.
Regional players
- Forpark Australia: Australian distributor and installer of commercial playground equipment for schools, parks, and community spaces. Comparable as an established Australian competitor in the institutional outdoor play equipment segment.
- Moduplay: Australian playground equipment manufacturer and installer serving schools and councils nationwide. Direct regional peer in the institutional playground equipment market with overlapping customer base and channels.
Emerging players
- Inclusive Play: Specialist manufacturer of inclusive playground equipment designed for children of all abilities. Comparable as an emerging player in the specific accessible/inclusive play niche that Gaga Games' Accessible pit variant targets.
Direct peers
- Castle & Cubby: Sister company under the same Stones family ownership, manufacturing timber playground equipment for Australian schools. Most direct comparable because it shares founders, manufacturing facility, customer base, and go-to-market approach — effectively Gaga Games' parent product line.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Gaga Games social profiles
Digital presenceGaga Games compliance and trust
Trust signalCompliance1 record
Gaga Games financial estimates
Financial estimateRevenue estimate
Valuation estimate
Gaga Games leadership team
Management profileNumber of profiles
Profiles2 records
Gaga Games funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Gaga Games M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Gaga Games
What does Gaga Games do?
Gaga Games manufactures and sells timber Gaga Ball pits and accessories for Australian schools and community spaces. Its core range includes Outdoor permanent pits, Portable multi-game kits, and Accessible pits with wheelchair gates, all built in Melbourne from H3 treated Australian pine timber. The company offers DIY flat-pack kits, professional installation, grant consultation, and a cross-brand loyalty program.
Is Gaga Games a public or private company?
Gaga Games is a private company. It is classified as family owned and is currently operating.
When was Gaga Games founded?
Gaga Games was founded in 2021. It employs 11 to 50 people.
Where is Gaga Games based?
Gaga Games is headquartered in Bayswater, Australia, in the Oceania region.
How does Gaga Games make money?
Four revenue lines are on record. Gaga Ball Pit Sales are the primary driver. The others are accessories and Replacement Parts, professional Installation Services and loyalty Program.
Who are Gaga Games's main competitors?
Broad incumbents on record are KOMPAN, Landscape Structures, Lifetime Products, Little Tikes, Playworld and Proludic. Regional players are Forpark Australia and Moduplay. Inclusive Play is listed as an emerging player. Castle & Cubby is listed as a direct peer.
Does Gaga Games have an API?
No public API is recorded for Gaga Games.
What industry is Gaga Games in?
Gaga Games's product category is Outdoor Playground Equipment. Its primary akta.pro industry code is CRALAFAJ, Party Games & Family Entertainment Games Retail, with a secondary code of CRALAFAC, Outdoor & Ride-On Toys Retail. Its NAICS code is 45912 and its SIC code is 3944.