Playrific: The best way to engage kids where they live – on mobile devices
Playrific connects family brands and kids through mobile apps that kids love – immediately, easily, and at a fraction of the cost and expense of other approaches. Playrific keeps kids coming back long after other apps are either deleted or forgotten, with an ever-changing array of videos, puzzles, music, games, books and interactive activities. With 2 million impressions per month, and more than 50% of kids returning after 5 weeks, Playrific has a formula that works. With its deep analytics, Playrific can make its formula successful for any brand.
At the heart of Playrific’s success is its patent-pending publishing platform, a $ 4.5M investment that is backed by an agile development team that continues to enrich the platform. This powerful platform does three things that no other mobile company or app can:
1. Capture real-time market intelligence – with every click, the platform tracks kids’ ever-changing and unpredictable tastes and trends in real-time, in compliance with COPPA, deriving invaluable actionable insights on young consumers.
2. Seamless, friction-free updates – giving kids even more of what they want, without new revisions or app store delays, building a community of young users rapidly and effectively.
3. Allows for branded content to be delivered online and to mobile in a fraction of the time of normal delivery mechanisms.
The Problem: Tablets and smart phones have been adopted more rapidly than many kid-facing brands expected. Some brands invested in internal and 3rd party apps that haven’t connected with kids. Others invested heavily in web-based platforms, and are behind the curve in mobile. Recognizing this opportunity, Playrific serves brands that can benefit from all three of the biggest opportunities for discovering content & engaging with kids: web, mobile & video.
Target Market: The Mobile App market is expected to top $25B next year, with kids representing a significant, growing portion: up to 75% are now on mobile devices daily. Marketing spend among toy companies alone averages 10% of net revenues, and brand marketing programs are projected to add an additional $2-3B to mobile spending targeted to children. Kid-facing brands are increasingly budgeting for digital marketing, and are ready for a strategic, data-driven approach.
Current Customers: Leading brands such as Sea World, Toys “R” Us & Jungle Book, rising brands like Beansprouts & World of OO, and educational brands including Hameray Publishing, Mr. Nussbaum, & Computer Explorers all understand the power of Playrific’s publishing platform, and continue engagement with follow-on programs and investments.
Market Development: Playrific’s sales cycle is as short as four weeks from first contact to app availability. The Company has a robust and growing pipeline of qualified leads, and an average of 2-4 new apps hitting the market each month.
Management Team: Successful entrepreneurs and managers, many of whom are parents of young children.
Beth Marcus, CEO and Founder: Marcus sold her first company, EXOS, creator of the SideWinder force feedback joystick, to Microsoft. With over 40 patents to her credit, she’s advised numerous start-ups that have been acquired by public companies, including LeapFrog and SmrtGuard. Marcus, an MIT alum, is a frequent contributor to, and speaker at, MIT and other Boston-based start-up
groups. Beth has a daughter in the Playrific age group.
Ted Collins, CTO: Collins previously founded and grew five profitable start-ups including ElevenBelow (serving as CEO), and an interactive presence firm specializing in predictive markets with clients such as The Motley Fool, Inc.
Gary Dietz, Director of PM: Dietz has had marketing & PM leadership roles at CU-SeeMe, mimio, and Elluminate
(Blackboard Collaborate). Dietz is involved in the special needs education community and is the author of the book Dads of Disability.
Delivering compelling digital content using kid tested assets from the brands in combination with known and tested game, book, image and other building blocks to create a custom app experience for each brand a low cost. The company creates an initial “container” app, and deploys it for web, iOS, and Android. This initial app is then used as a conduit, or “channel” to deliver additional content premium “play pack” packages for promotional or revenue generating purposes.
B2B facing URL: http://b2b.playrific.com/
Consumer app URL: http://www.playrific.com/a (see also iOS app store and Google Play)
Consumer facing URL: http://www.playrific.com/