MoveAhead uses mobile games to get Australian kids active

MoveAhead is expanding in Australia with mobile games that use a "body-as-a-controller" approach to encourage children to move while using screens.

The Irish company was founded by scientists Dr. Johann Issartel and Dr. Jamie McGann. It aims to address what it calls a growing gap in basic movement skills among children, at a time when many spend long periods on phones and tablets.

MoveAhead's products run on mobile devices and use motion-analysis software to track movement as children play. The games and assessment tools are designed to help children practise fundamental actions such as hopping, skipping and jumping while engaging with digital content.

The company points to Australian data it says shows high levels of difficulty with basic movement skills, and cites an average of six hours a day of screen use among children.

"We're seeing a generation that alarmingly lacks many basic skills to enjoy physical movement and play. Our fun, interactive games adapt as kids play, encouraging them to keep moving, keep learning, and get better every time. Whether they're flapping their wings, clapping their boots, or jumping over laser beams, kids are improving real movement skills with every session and building the confidence they need to have positive experiences in real-life sports and physical activities," said Dr. Jamie McGann, Chief Product Officer, MoveAhead.

Applaydu tie-up

A key part of the Australian push is a partnership with Applaydu, a free software product that comes with every Kinder Egg. MoveAhead's "Joy of Moving" games sit within that ecosystem and are available to families on compatible devices.

Australian children have logged more than 5,000 hours of active play through the games, according to MoveAhead. The company also reported 28 million individual movement skills recorded through the platform, and said its Joy of Moving games have been downloaded more than one million times in Oceania.

The partnership reflects a broader trend in children's digital products, as publishers and brands look for ways to address parental concerns about sedentary screen time. It also highlights growing interest in using consumer devices to assess movement in non-clinical settings.

Sports partnerships

MoveAhead has also teamed up with sports including rugby, tennis and Formula E, linking sports-themed content with physical movement through mobile play.

The company says the partnerships introduce children to sports through games that require them to move, while building confidence with movement on-screen and off-screen.

MoveAhead's technology is based on more than 15 years of research into how children learn movement skills. It uses specialised motion-analysis software to recognise and log actions during play sessions.

The company has also gained visibility in sports innovation circles, including as a finalist in the IOC Youth Sport Innovation Awards, according to MoveAhead.

Local focus

Enterprise Ireland is supporting MoveAhead's expansion in Australia and New Zealand. Libby Ryan, SportsTech Market Executive at Enterprise Ireland Australia and New Zealand, described Australia as a strong market for products linked to sport and children's activity.

"Australia is renowned all over the world for developing incredible athletes at all levels, from professionals and amateurs to leisure performers, starting from a very young age. Playing sports and moving is built into the country's DNA, so it's very exciting to see MoveAhead provide their unique technology to children across the country," said Libby Ryan, SportsTech Market Executive, Enterprise Ireland Australia and New Zealand.

MoveAhead is exploring work with schools, sports clubs and health organisations in Australia. Discussions include broader use of the platform in children's physical development settings.