What Untapped.gg does

Untapped.gg, operated by the legal entity HearthSim, LLC and headquartered in New York, is a gaming analytics platform serving competitive and casual players of digital card games and strategy titles. The company aggregates gameplay data contributed voluntarily by its community of more than 30 million players to produce real-time meta-game insights, deck statistics, win-rate analytics, and performance tracking across seven supported titles: Hearthstone, Hearthstone Battlegrounds, Slay the Spire 2, Magic: The Gathering Arena, MARVEL SNAP, Yu-Gi-Oh! Master Duel, and Pokémon Pocket. Its flagship product HSReplay.net has been the dominant Hearthstone analytics destination since 2017, complemented by a Hearthstone Deck Tracker desktop companion and dedicated game-specific sites for each supported title. The underlying technology is a multi-game analytics platform that captures matches in real time via companion trackers, normalizes play data, and surfaces meta trends, optimal play patterns, and deck recommendations.

The company operates a freemium product-led growth model with a free tier of basic statistics and a premium tier of advanced analytics tools, monetized globally through Xsolla as its authorized payment and distribution partner. A second revenue stream comes from publisher partnerships with major game owners including Activision Blizzard, Wizards of the Coast, Konami, The Pokémon Company, Nuverse, and the Slay the Spire 2 developers, providing licensing and integration-based economics. Untapped.gg serves both competitive ranked players who require deep performance data and casual gamers who want accessible insights to improve at games they enjoy; pricing tiers are not publicly disclosed, which is itself a notable signal about its monetization posture.

Untapped.gg is a privately held, founder-owned company founded in 2017 by Andrew Wilson, Alex Zeier, and Benedict Etzel, who bootstrapped the venture with personal savings and have not raised disclosed institutional capital. The company is fully remote, with approximately 17 or more team members distributed across the United States, Argentina, Canada, Brazil, Germany, and the Philippines.

Name

Untapped.gg

Legal name

HearthSim, LLC

Website

https://untapped.gg

Company type

Private

Founded year

2017

Operating status

Operating

Short description

Untapped.gg, operated by HearthSim, LLC, is a community-driven gaming analytics platform serving more than 30 million players of Hearthstone, MTG Arena, MARVEL SNAP, Yu-Gi-Oh! Master Duel, Pokémon Pocket, and Slay the Spire 2 with real-time deck tracking, meta insights, and win-rate statistics delivered via a freemium model.

Ownership category

akta.pro rank

Product category

Gaming Analytics

akta.pro primary industry

Gaming Community, Chat & LFG Platforms (BPAMAKAK)

akta.pro secondary industry

Fan Content Sharing & Media Hubs (clips, screenshots, replays, wikis) (MPAFAIAL)

Keywords

• Gaming analytics platform
• Deck tracking software
• Esports statistics tools
• Match data analytics
• Card game companion apps

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. Premium/Freemium Model: Platform likely offers freemium model with basic features free and premium analytics tools as paid tier. Xsolla is noted as authorized global distributor, suggesting digital goods/commerce component.
2. Publisher Partnerships: Partnership model with game publishers like Activision Blizzard to provide analytics for their games.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels3 records

Core offering

Untapped.gg develops and operates a multi-game gaming analytics platform that aggregates community-contributed gameplay data across Hearthstone, Hearthstone Battlegrounds, Magic: The Gathering Arena, MARVEL SNAP, Yu-Gi-Oh! Master Duel, Pokémon Pocket, and Slay the Spire 2. The company sells companion web dashboards and a real-time Hearthstone Deck Tracker overlay that deliver match analytics, deck tracking, win rate statistics, and meta game insights to individual gamers on a freemium basis.

Product overview

Untapped.gg is a gaming and esports analytics company that operates as a unified platform supporting multiple games. The core platform (Untapped.gg) provides data and tools across nine games including Hearthstone, Hearthstone Battlegrounds, Slay the Spire 2, Magic: The Gathering Arena, MARVEL SNAP, Yu-Gi-Oh! Master Duel, and Pokémon Pocket. The flagship product HSReplay.net serves as the primary Hearthstone analytics destination. Additional offerings include the Hearthstone Deck Tracker (a desktop companion application) and Battlegrounds companion products. All products leverage community-driven gameplay data to provide actionable insights for players looking to improve their performance.

Differentiator

Problem solved

Functional benefit

Brands

• HSReplay.net: Hearthstone community website providing deck tracking, game analytics, and replay data for Hearthstone players.

Products and services

• HSReplay.net Flagship Hearthstone community website providing gameplay tracking, deck analytics, and replay data to help Hearthstone players improve decision-making.
• Untapped.gg Multi-Game Platform Unified gaming analytics platform that brings actionable, transparent data insights to multiple gaming worlds across Hearthstone, Hearthstone Battlegrounds, Slay the Spire 2, Magic: The Gathering Arena, MARVEL SNAP, Yu-Gi-Oh! Master Duel, and Pokémon Pocket.
• Hearthstone Deck Tracker

Quantifiable outcome

• >30 million players rely on Untapped.gg platforms
• +2 more outcomes

Named customers5 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Seven partnerships are on record, tiered core and major.

• Activision BlizzardcoreStrategic or Co-development PartnerUntapped.gg works with Activision Blizzard to provide analytics and tracking tools for Hearthstone and Hearthstone Battlegrounds. This is one of their flagship partnerships, supporting their most established product HSReplay.net.
• XsollacoreChannel Partner/ Reseller/ DistributorXsolla is an authorized global distributor of Untapped.gg products, handling payment processing and distribution services for the gaming analytics platform.
• Slay the Spire 2 DevelopersmajorStrategic or Co-development PartnerPartnership to provide analytics support for Slay the Spire 2, extending Untapped.gg's services to this roguelike deck-building game.
• Wizards of the CoastmajorStrategic or Co-development PartnerPartnership to support Magic: The Gathering Arena with analytics tools and deck tracking services.
• Nuverse (MARVEL SNAP)majorStrategic or Co-development PartnerPartnership to provide analytics for MARVEL SNAP mobile card game developed by Nuverse/Second Dinner.
• Konami (Yu-Gi-Oh!)majorStrategic or Co-development PartnerPartnership to support Yu-Gi-Oh! Master Duel with analytics and deck tracking capabilities.
• The Pokemon CompanymajorStrategic or Co-development PartnerPartnership to support Pokemon Pocket with analytics tools.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Blitz.gg: Blitz.gg is a leading League of Legends companion app and analytics platform offering in-game overlays, stats, and build recommendations. It overlaps with Untapped.gg's deck-tracker concept and serves a similarly competitive gaming audience, though concentrated in LoL.

Emerging players

• Metafy: Metafy is a marketplace for gaming coaching, helping competitive players find coaches across multiple titles. It is an adjacent peer to Untapped.gg, as both serve competitive gamers seeking to improve performance through data and expertise in games like Hearthstone and Magic: The Gathering.

Direct peers

• Dotabuff: Dotabuff is a Dota 2 statistics and analytics platform providing match data, hero performance, and community-driven insights. It is conceptually a direct peer to Untapped.gg as a web-based, community-driven analytics platform for a competitive game.
• Hearthpwn: Hearthpwn is a Hearthstone community site with cards, decks, and news, serving a similar competitive and casual Hearthstone audience as Untapped.gg's HSReplay.net.
• Deckshop.pro: Deckshop.pro provides deck-building and analytics tools for Marvel Snap, Hearthstone, and other card games. It is directly comparable to Untapped.gg's companion sites for MARVEL SNAP and Hearthstone, serving the same competitive card-game player segments.
• OP.GG: OP.GG is a multi-game player statistics and analytics platform best known for League of Legends but expanded to multiple titles. It is comparable to Untapped.gg in providing web-based competitive gaming analytics and community-tracked match data.
• Mobalytics: Mobalytics is a gaming analytics platform providing performance insights, champion analytics, and meta trends, originally built for League of Legends and expanded to other titles. It is highly comparable to Untapped.gg in offering data-driven gaming analytics across multiple competitive titles.
• Hearthstone Top Decks: Hearthstone Top Decks is a dedicated Hearthstone deck database, meta report, and strategy site. It is directly comparable to Untapped.gg's HSReplay.net as both serve the same Hearthstone competitive player base with deck and meta insights.
• Tracker Network: Tracker Network operates tracker.gg and a family of stat-tracking sites for multiple competitive games (Apex, Destiny, Halo, etc.). It is comparable to Untapped.gg's multi-game analytics approach, serving gamers with match statistics and performance data across titles.
• Vicious Syndicate: Vicious Syndicate is a Hearthstone-focused data analytics site known for its data-driven meta reports and tier lists. It competes directly with Untapped.gg for Hearthstone competitive players who rely on meta-game insights.

Market position

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Untapped.gg