Nicosia-based tech startup and iOS app BRAYN, originally launched in Cyprus and the United Kingdom, is set to expand globally by 2025, according to an official announcement.
The announcement said that the team at BRAYN is focused on building an ecosystem that prepares teenagers and young adults for their dream careers and entrepreneurial ventures.
The BRAYN app aims to empower users to develop soft skills such as leadership, innovative thinking, and creativity through short series and gamified challenges.
The company explained that completing modules earns users a BRAYN ID and their first portfolio, “which holds as much value as a LinkedIn profile in the adult world”.
In addition, the BRAYN team “aims to develop a platform tailored to the content preferences of Gen Alpha and Gen Z, streamlining job searches and enabling HR professionals to recruit individuals equipped with strong interpersonal and soft skills”.
“We believe that short attention spans are not a problem but the new default state. That’s why we’ve designed an innovative product where users won’t feel compelled to learn,” said Mike Belton, former Wargaming executive and now Founder and CEO of BRAYN.
“Short-form education achieves this,” he added, noting that “at BRAYN, we’re reshaping learning to resonate with teenagers and young adults”.
Furthermore, BRAYN said that it addresses parental concerns by providing a reliable, safe space. The app offers expertly crafted content to teach children soft skills in a Netflix-style format, ensuring engagement.
Meanwhile, for the corporate sector, BRAYN seeks to reduce reskilling costs, while in traditional education, the app can enrich curricula with supplementary resources that enhance classroom motivation.
The BRAYN leadership team said that it is eager to connect with high schools and universities in Cyprus to explore potential collaborations.
“We aim to support young people through profound transformations in the global economy and technology landscape,” Belton stated.
The Cyprus-based CEO and founder has a 16-year background in gaming, which was pivotal in Wargaming’s global growth.
As explained, his interest in EdTech was sparked during his leadership of international teams, where he witnessed the power of soft skills.
This interest persisted through courses at Stanford University and later at INSEAD Business School.
The announcement noted that he then “decided to develop an app for teens to leverage their high neuroplasticity, recognizing the high cost of reskilling adults and understanding how significantly soft skills can contribute to career growth and enhance the quality of life for those who possess them”.
“BRAYN has assembled a team of strong educators and gaming experts to innovate in edutainment (education combined with entertainment), setting a new industry standard,” it added.
Moreover, the company said that “currently, no major EdTech platforms focus on soft skills for young adults, and BRAYN is leading the charge”.
‘Knowledge + Test + Game + Quest’
The BRAYN team explained that it has crafted a methodology encapsulated in its core formula of knowledge, test, game and quest.
This approach, the company said, effectively captures the short attention spans of Gen Z and Gen Alpha, reassuring parents that this type of edutainment is proven to work.
Knowledge is delivered through short videos produced at Netflix scale in collaboration with external creative studios.
Guided by real actors, users master emotions or create their first business ideas and craft prototypes.
“Storytelling lies at the heart of BRAYN’s approach,” the company stated.
Currently, the app features four modules, including Design Thinking, which enables users to develop and prototype their first business ideas.
The company said that its tests with personalised feedback are “highly valued by the app’s core audience”, while quests “play a crucial role in fostering practical skills and creativity”.
In addition, all homework tasks are submitted as videos, the most popular content type among teenagers and young adults.
The primary quest within the app is the journey to obtain a BRAYN ID, their career portfolio and profile, in order to pursue their dream job.
“We integrate gamification in multiple forms, incorporating mid-core mechanics into the user experience. Interactive visuals, weekly goals, and rewards are just a few examples,” said Max Kaltaniuk, co-founder and Head of Product at BRAYN app.
“This is how we satisfy the competitive nature and rewards-driven motivation of teenagers and young adults,” he added.
Based in Cyprus, Kaltaniuk oversees all the creative studios BRAYN collaborates with, leading production from concept to execution, including methodology, gamification, UI/UX, analytics, and customer development.
“We are aiming for a global launch in 2025, as we believe BRAYN will dramatically change the way young people choose and pursue their dream careers,” Kaltaniuk stated.
“We want to help around 140 million English-speaking teenagers live happier lives, understanding themselves and others better,” he added.
“The next big step will be localising the app into other languages,” Kaltaniuk concluded.
Fact Sheet
According to Maximise Market Research data, the global edutainment market is expected to grow significantly, reaching an estimated value of US$ 19.60 billion by 2030, with a projected annual growth rate of 16.77 per cent.
The BRAYN app is currently available in Cyprus, Germany, Iceland, Ireland, Lithuania, Netherlands, Norway, Philippines, Poland, Spain, Sweden, Ukraine, and the UK.
The BRAYN team consists of 15 professionals from across the EU, specialising in gaming, education, AI, marketing, art, design, content production, big data, and mobile development.
They are supported by external creative studios for development and content production.
The app focuses on developing a range of soft skills, including communication, teamwork, problem-solving, critical thinking, creativity, design thinking, adaptability, time management, leadership, emotional intelligence, and stress management.
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