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Played
Techstars '22London, GB · Founded 2017 · 10 employees on LinkedIn · 1 known investors
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Played provides a discovery and booking platform for sports and activity programs, serving local and national program organizers. The platform centralizes activity listing, participant registration, payment processing, and administrative management.
Also known as Played
Investors · 1
How we know: the Techstars portfolio · open dataset · Top 3000 Accelerator Startups (no YC) 2026-08 · Not right? Tell us
Company profile
researched Sep 2026Played operates a web-based discovery and booking platform for sports and physical activity programmes. Organisers list sessions, courses and camps, invite colleagues to shared access, and distribute a single link that routes participants to branded, mobile-friendly booking pages where they can discover, register and pay for activities.
The product combines participant-facing and administrative functions. Booking pages can be embedded in an organiser's own website and shared across social channels, while payment processing supports card, Apple Pay and Google Pay. Administrative tooling includes a calendar for managing upcoming activities, smart registers with check-in and automated email notifications, custom checkout forms and post-activity surveys for data collection, activity templates (pre-built or organiser-created), AI-generated activity descriptions, and self-service reporting and data downloads. Automated follow-up emails are used to prompt repeat bookings and referrals.
Business model
Played supplies a software platform to programme organisers, who use it to list activities, take registrations and collect participant payments through integrated card and mobile wallet processing.
Traction
The company states that it powers local and national programmes, and publishes customer testimonials referencing reduced manual administration, automated workflows and ease of use for non-technical organisers.
▸Full profile — market position, technology, go-to-market, geography
Market position
The platform combines participant discovery and conversion with back-office administration in one system, pairing distribution through OpenActive activity-finder networks with setup shortcuts such as templates and AI-generated descriptions.
Technology
The platform provides branded booking pages, integrated payment processing via card, Apple Pay and Google Pay, a calendar and register system with automated email notifications, custom checkout forms and surveys, activity templates, and AI-generated activity descriptions. It publishes programme data through the OpenActive standard to syndicate listings to external activity finders.
Go-to-market
Played distributes organisers' programmes through multiple channels: embeddable booking pages on the organiser's own website, sharing of a single booking link across social media, and automatic promotion across a network of activity finders via OpenActive, alongside free promotion on websites covering sport and physical activity.
Organisers of local and national sports and physical activity programmes, including providers running beginner courses, recurring classes such as badminton, and community organisations such as Lewisham CommUNITY Space.
Geography
Customer references cited on the company's site include UK-based organisations such as Lewisham CommUNITY Space.
Compiled by commissioned research from 8 cited public sources — announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed — not independently audited.
Related companies · 1
Companies working in the same space as Played.
▸Research sources · 8
primary sources listed
- Playedplayed.co · web
8 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does Played do?
- Played is a discovery and booking platform that helps organisers run and fill sports and physical activity programmes.
- Who are Played's investors?
- Played's investors include Techstars.
- Where is Played headquartered?
- Played is headquartered in London, GB.