Treasure Play
Founded 2021 · 7 employees on LinkedIn · 3 known investors
Treasure Play is developing technology focused on human-AI collaboration for work, described as an intelligent work platform. The company is in an early, pre-launch stage.
Also known as Trailblazer Games
Investors · 3
Company profile
researched Aug 2026Treasure Play is a Singapore-based company that develops an AI-powered incentive platform for game and app developers, addressing user acquisition (UA), monetization and analytics. Its core mechanic is "incentivised quests": personalised, AI-generated tasks that guide users through app milestones such as installs and in-app purchases in exchange for rewards. Rewards can take the form of in-app items, virtual currencies or Treasure Points, which are redeemable for real-world rewards.
The platform is organised around three functions: grow (AI-generated quests that acquire users and adapt to individual behaviour to drive conversions), monetize (in-app quests that reward users for discovering other apps, with AI-generated missions, images and notifications intended to raise engagement and retention in the source app), and analyze (connecting an app's event data so the system can analyse user behaviour and suggest and optimise UA campaigns without requiring technical expertise). Developers already using a mobile measurement partner (MMP) or Firebase for event tracking do not need an additional SDK for UA and analytics, and programmatic access is offered to automate performance-based bidding and quest optimisation.
The company's own website presents a later, pre-launch positioning around "the future of intelligent work" and human–AI collaboration, stating it is backed by investors and founded by veterans of Microsoft, Wooga, King, EA and Playfish.
Founding story
Treasure Play was founded by CEO Alex Arias, COO and CPO Andreas Risberg, and CTO Bertrand Lamarque. The team first worked together under the name Trailblazer Games, exploring the potential of Web3 technology in gaming, and later shifted focus to AI and rebranded to Treasure Play, saying lessons about the power of incentives in gaming from that earlier work shaped the current platform. Arias, originally from Chile, previously founded Omniata, a VC-backed gaming data platform acquired by King in 2017, and has more than 15 years of experience in leadership roles at King, EA, Microsoft and Digital Chocolate across Helsinki, Barcelona, San Francisco, Seattle and Stockholm. Risberg has worked through several scale-ups, acquisitions and IPOs and drove product growth of Candy Crush Saga and Candy Crush Soda Saga. Lamarque brings experience building scalable architecture and leading tech teams at Playfish and EA.
Business model
Treasure Play operates a platform for game and app developers that connects user acquisition and monetization: developers pay to acquire users through incentivised quests, while publishers hosting quests monetize their own users by rewarding them for discovering other apps. Rewards to end users include in-app items, virtual currencies and Treasure Points redeemable for real-world rewards.
Traction
The company reported conversion rates from a soft launch with select alpha partners ahead of the September 2024 platform launch, without disclosing figures.
Latest developments
In September 2024 Treasure Play announced the general launch of its AI-powered incentive platform. The company's website subsequently describes pre-launch work on human–AI collaboration and "intelligent work," stating that it is investor-backed and founded by veterans of Microsoft, Wooga, King, EA and Playfish.
▸Full profile — market position, technology, go-to-market, geography, history
Market position
Treasure Play positions itself as an alternative to traditional advertising-based user acquisition, arguing that increasing end-user control over data and rising UA costs alongside privacy regulation create room for an incentive-based model that rewards users directly.
Stated points of difference include AI-generated, personalised quests adapted to each user, a combined grow/monetize/analyze offering, no additional SDK requirement for developers already using an MMP or Firebase, and Treasure Points redeemable for real-world rewards.
Technology
The platform uses AI to generate and personalise quests, missions, images and notifications for individual users, to analyse connected app event data on user behaviour, and to create and optimise user acquisition campaigns. It integrates with mobile measurement partners and Firebase for event tracking and offers programmatic access for automated performance-based bidding and quest optimisation.
Go-to-market
The company announced its platform through a press release and trade press coverage aimed at mobile developers, ran a soft launch with select alpha partners, and used industry conference presence, including a CEO speaking session on player-powered user acquisition at Pocket Gamer Connects Helsinki in October 2024. Integration friction is reduced by requiring no additional SDK for developers already using an MMP or Firebase.
Initially mobile game developers; the company has stated plans to expand to all app developers and publishers, including non-gaming apps, across platforms.
Geography
Headquartered in Singapore, with a founding team whose careers span Europe and the United States; a media contact listed a German phone number.
History
The founding team began as Trailblazer Games, which announced an $8.2 million seed round in March 2022 backed by Play Ventures and Makers Fund. The company subsequently pivoted from Web3 gaming to AI and rebranded as Treasure Play, and on 26 September 2024 announced the launch of its AI-powered incentive platform following a soft launch with select alpha partners. Its CEO spoke at Pocket Gamer Connects Helsinki on 1–2 October 2024. The company website later describes work on human–AI collaboration and "intelligent work".
Compiled by commissioned research from 8 cited public sources — announcements, filings, and press listed under research sources below.
Timeline · 3
launches, deals, and filingsAlex Arias hosted the session 'The Rise of Player-Powered UA: How Incentives Will Shape the Future of Mobile Growth' at Pocket Gamer Connects Helsinki on 1-2 October 2024.
Treasure Play announced the launch of its AI-powered incentive platform offering incentivised quests for user acquisition, monetization and analytics, initially targeting mobile game developers, following a soft launch with alpha partners.
The founding team, which had explored Web3 technology in gaming as Trailblazer Games, shifted focus to AI and rebranded the company as Treasure Play.
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
In the news
▸Research sources · 8
primary sources listed
- Treasure Playtreasureplay.com · web
8 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does Treasure Play do?
- Singapore-based Treasure Play builds an AI-powered incentive platform of rewarded quests for mobile game and app developers.
- Who are Treasure Play's investors?
- Treasure Play's investors include Makers Fund, Play Ventures, MAKERS.