Scandinavia’s digital signage scene isn’t just about Vertiseit and Zetadisplay. Hidden champion Playipp is making waves with a cloud-only CMS, strong partner strategy, and ambitious plans to triple revenue. Backed by investor Monterro, the Swedish provider is ready to expand across Europe. invidis met Playipp CEO Henrik Mazzanti for an interview.
Playipp: Scandinavia’s Hidden Champion Eyes European Expansion
Mid-November in Gävle, about 90 minutes north of Stockholm, snow blankets the landscape outside Playipp’s headquarters. The scene may look untouched, but Playipp is anything but. Founded 20 years ago, the company has grown into a medium-sized player with a clear focus on software and digital out-of-home (DooH). By 2023, Playipp employed 30 people and had established itself as a trusted name in the Scandinavian market.
That year marked a turning point: Software investor Monterro acquired a majority stake, setting the stage for accelerated growth. Since then, Playipp has expanded organically and through acquisition – most notably by acquiring Norwegian CMS specialist Databeat – bringing its headcount to 60 FTEs. Today, the company generates around €7 million in annual revenue and manages an installed base of 35,000 players.
Cloud-only and proudly Swedish
Like many in the industry, Playipp has traveled the long road from hybrid to cloud. Today, it is a cloud-only provider, hosting its SaaS platform in Sweden rather than relying on U.S. hyperscalers. This local hosting strategy resonates strongly with verticals such as the public sector, manufacturing, and professional services, where data sovereignty and compliance are critical. Retail companies also count among Playipp’s loyal customers.
Partner-first strategy
Playipp’s go-to-market approach is clear: partner sales only. “There are many digital signage CMS providers, but we believe that a good software provider distinguishes itself not only through a strong platform but also through excellent support,” says CEO Henrik Mazzanti. The company emphasizes customer success for partners and customers, working with traditional digital signage and ProAV integrators as well as IT firms. In a market where consolidation is accelerating, Playipp knows it needs to stand out.
Ambitious growth plans
With Monterro’s backing, Playipp is looking beyond Scandinavia. “We are exploring new markets outside of Scandinavia for organic expansion, but we are also looking for further M&A opportunities,” Mazzanti explains. The goal? €20 million in revenue within three years – nearly tripling its current size.
