![]() ![]() With many primary schools operating with slim budgets, K-12 education was not traditionally thought of as a growth segment. “They tend to play it on their own time.” “A lot of the growth has been because of the engaging nature of this game,” Mahimker said. To Prodigy, eager involvement is the whole point: Children improve in math because they’ve been introduced to a game they want to play for hours. “Prodigy has a really good product but they do a lot of upselling in it,” said Jacqui Murray, who runs the Ask a Tech Teacher blog and teaches about technology in education at the Midwest Teachers Institute. The company also sells toys or “epics” to go along with the game. Members get more game elements, like unique pets and faster up-leveling. While Prodigy is free for students to play, the company makes money by selling premium memberships (about $60 per year or $9 billed monthly). Yet in online reviews, the company has come under fire from parents who don’t like the way it markets “extras” to children. Prodigy’s stated mission is undeniably noble: “We want to help every child in the world to love math,” says co-founder and co-CEO Rohan Mahimker. The start-up’s ability to draw talent from some of the most sought-after enterprises across the country have made the Burlington, Ontario-based company number 14 on the LinkedIn Top Startups list in Canada. Prodigy’s user base is now 37 million registered students, or roughly half the K-8 students in Canada and the U.S. ![]()
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