Superawesome

SuperAwesome is a London-headquartered company providing technology and services that let brands and content owners engage young audiences in compliance with children's data privacy rules. Its product set spans youth-specialized video and advertising media across YouTube, Shorts, YouTube Kids, connected TV, in-game and in-app inventory; creator-economy programs using influencers and immersive gaming experiences; and Awesome Intelligence, an audience and content trends, engagement and measurement offering. Its advertising platform is AwesomeAds.

The company describes its category as "kidtech" — technology that combines strict regulatory compliance with functionality — built in response to two shifts: the fragmentation of children's attention from television to a large number of devices, apps and channels, and the introduction of children's data privacy laws such as COPPA in the United States and GDPR in the EU that prohibit passive tracking of children and impose "zero-data" constraints on brands and publishers. It previously developed Kids Web Services (KWS), a cloud toolkit for parental consent, parent portals and kid-safe authentication; KWS remained with Epic Games when SuperAwesome's management bought back the rest of the business.

SuperAwesome states its technology is used by hundreds of brands and content owners and supports safe digital engagement with close to half a billion kids and teens per month.

Founding story

SuperAwesome was created in 2013 to serve an audience the founders considered overlooked by the internet: as children and families moved from television to internet-based services, most platforms were not prepared for younger users, and new data privacy laws restricted conventional tracking-based advertising. The company set out to build infrastructure enabling safe, privacy-compliant digital engagement for children. Founder Dylan Collins had previously co-founded Demonware (sold to Activision in 2007) and acquired Jolt Online Gaming (sold to GameStop in 2009).

Business model

SuperAwesome sells advertising, media and creator-campaign products and audience-intelligence tools to brands and content owners seeking to reach youth audiences, and supplies technology to app and website publishers that monetize kid-directed inventory. Its earlier Kids Web Services product was offered as a cloud-based compliance toolkit to content creators and developers.

Revenue is generated from brands and content owners buying media, advertising and creator programs through platforms including AwesomeAds; the company also describes itself historically as a revenue source for kids content creators whose properties it monetizes.

Traction

In 2015 the company reported reaching almost a quarter of a billion kids monthly; by 2020 it claimed its technology enabled safe digital engagement for more than 500 million kids each month across apps, games and online services, and its corporate site cites almost half a billion kids and teens monthly and 300+ brand and content-owner customers.

Latest developments

Following the management buyout from Epic Games, SuperAwesome has focused on expanding youth engagement through AwesomeAds and its gaming and creator products. Recent company announcements include a partnership with Roblox to bring brand-safe advertising to Gen Alpha, the launch of Creator Aware, a global creator wellbeing program, the acquisition of Starglow Media, joining Tech Nation's Future Fifty programme, and publication of research including "Alpha Impact" and a 2025 holiday study.