Kahoot! looks to push growth through branded experiences

Kahoot! is proving that play can be serious business. With limited marketing spend, the game-based learning platform has built global partnerships with names such as Disney, Sanrio, and most recently the Tour de France, turning quizzes into cultural touchpoints that engage audiences far beyond the classroom.

According to Ahteram Uddin, vice president commercial for APAC at Kahoot!, the company’s approach to partnerships goes well beyond audience reach. Instead, the focus is on shared values and the ability to create purposeful learning experiences that inspire creativity, curiosity and teamwork.

The Tour de France collaboration is one such example. With its rich history and multigenerational fan base, the cycling event provided a natural fit for Kahoot!. By embedding stories of athletes, culture, and even the science of cycling into interactive quizzes, the brand found a way to deepen fandom while turning it into an educational experience.

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“These types of partnerships enrich our content library and enable authentic connections between brands and learners worldwide,” added Uddin.

Kahoot!’s partnerships are built on balancing educational value with brand objectives. Every collaboration starts with the learner in mind, with content designed to be fun, rewarding and relevant.  According to Uddin, the result is a bridge between learning and entertainment that strengthens both engagement and brand recall.

Localising for APAC

This balancing act becomes even more important in APAC, where diversity defines the market. With Kahoot! now available in Thai, Vietnamese, Japanese, Korean, Bahasa Indonesia and Chinese, localisation has become central to the strategy. In Thailand alone, more than 130,000 teachers and 200 million participants engaged with the platform last year, a sign of how cultural relevance drives adoption.

“Partnerships in APAC resonate best when tied to local culture or national education priorities,” Uddin explained. The Sanrio collaboration, for instance, tapped into the region’s affinity for characters such as Hello Kitty to create interactive, relatable lessons.

Similarly, the Disney "Back to school" collection was adapted into multiple languages across the region, marking the first time Kahoot! localised a global Disney campaign for APAC. “The experience feels personal, contextual, and impactful,” he added.

The broader environment in APAC is also primed for gamification. Cognitive Market Research cites the region as the fastest-growing market for gamification, thanks to smartphone penetration, rapid digitalisation, and a strong gaming culture.

Kahoot!’s own data reflects this growth, with 24 million participants joining games in Thailand within a year of the local language launch, and 15 million in Indonesia over the same period.

Adapting fast, aiming further

Not every partnership lands perfectly, Uddin admitted. But by testing early, gathering feedback and adapting quickly, the company has been able to refine its approach. “What works in one region may not resonate in another,” he said, underscoring the importance of agility in designing co-branded content.

Looking ahead, Uddin said Kahoot! plans to deepen its collaborations in education and enterprise, particularly with universities and employers. In Singapore, the company is in conversations with local polytechnics about scaling classroom integration, while across the region it is eyeing partnerships that build 21st-century skills.

“The most successful collaborations combine entertainment with education,” Uddin said. “Ultimately, our goal is to make learning awesome for every learner, no matter their age, location, or profession.”

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