Games are the next wave in brand engagement. Joyall’s app plans to provide free-to-play casual games and brand content. Players will be able to earn real rewards, products and prizes, from brands. Potential to deliver valuable insights to brands. Backed by Fuel Ventures. & Int. Loyalty Award Finalist 2022.

  • Games and Gamification are becoming a Priority for Loyalty
  • Market forecast to grow from $407Bn to $753Bn by 2026
  • International Loyalty Award Finalist 2022
  • UK and USA Partners, plus 3 Beta Clients


Brands struggle to get our attention through the likes of WhatsApp, Facebook & YouTube, but what about games? Not with annoying advertising - but real brand engagement. This is the question that inspired Matt, after years of conducting customer research for clients such as O2 & Avios, to develop a platform offering brand-immersive games that will reward players with real products & prizes.

Its team has researched, built the backend, the app (play Cuddledry's game now), built partnerships, beta tested with 3 brands & are ready to ramp up & sell.

The market is ready for Joyall:

  • Brands need new ways to engage customers, who no longer go in store & swipe past social media posts
  • Gamification is becoming a priority for loyalty programmes
  • Digital media spend is expected to grow from $407Bn to $753Bn by 2026
  • Joyall is finalists in this year’s International Loyalty Awards

We’ve developed a fair pricing model. Once Launched, it will be free to players, & brands only pay 1p per player per day, plus the cost of the rewards. As well as games, Joyall aims to gamify brand content, providing customers with more ways to earn rewards whilst the brand collects valuable data insights.

With your support & investment, Joyall can build up its marketing, sales & support team to bring on large brands.

This is the company's second raise with a pre-seed round in 2021, raising £92.5K. Fuel Ventures leads the round.


Matt Jones, Founder + CEO

Matt has consulted for a number of the UK’s leading brands incl. O2 Priority Moments and Avios. Matt is always seeking innovative ways of driving loyalty by using gamification and experience led rewards.

Premal Vala - Part Time, Co-founder CEO India + CTO

Premal is highly experienced in running development teams in the build of robust and scalable platforms. He has successfully delivered many projects in a wide range of technologies for industries across the globe.

Duncan Norris, Chief Commercial Officer

Experienced C-suite executive for entrepreneurial start-up ventures to FTSE100 corporations, Duncan has been an award winning C-Suite leader, working in the US, SE Asia and Australia.

Simon Murphy - Part Time, Chief Operations Officer

A wealth of experience consulting with blue chip UK and International clients such as Tesco, Whitbread and Kellogg's.

Hugh Mapplebeck, Chief Financial Officer

Hugh is a commercial and experienced Chartered Accountant (PwC), working with Lloyds, BNP Paribus, ABN AMRO and has start-up experience.


As with any investment, investing in Joyall carries a level of risk. Overall, based on the key risks highlighted below, the degree of risk associated with an investment in Joyall is higher than in a company that's trading on a public market.

Early-stage investmentEdit

Joyall is at one of the earliest stages of the business lifecycle, and the failure rate of companies at that stage is usually much higher than those at a later stage.

Illiquid investmentEdit

The number of transactions in shares of private companies is usually significantly lower than in public companies, typically resulting in it taking longer to sell shares in private companies at a price that is at least equal to the price that the shares were bought at. Accordingly, the Joyall investment opportunity is considered to be higher risk than more liquid companies.

References and notesEdit

  1. 1.0 1.1 1.2 Source: the company and Crowdcube.