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.

Business Summary:
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.

Business Model:
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:
Consumer app URL: (see also iOS app store and Google Play)
Consumer facing URL: