Board: Mirror Founder Raises $20M for Social Gaming Tech
Board, the New York-based startup founded by Mirror creator Brynn Putnam, has secured $20 million in a Series A funding round. The investment, led by Union Square Ventures, marks a significant milestone for the three-year-old company as it scales its “together tech” platform—a hardware initiative designed to foster physical interaction among users.
Michael Mignano, General Partner at Union Square Ventures, will join the startup’s board of directors as part of the deal. The funding round also attracted high-profile angel investors, including Biz Stone, Tim Ferriss, and Scott Belsky.
Merging Tactile Play with Digital Interactivity
The company’s flagship product, a $399 device, features a 24-inch touchscreen housed in a wood-finish frame. It utilizes proprietary technology capable of recognizing physical game pieces, allowing users to bridge the gap between traditional board games and digital video game mechanics.
Market adoption has been rapid since the product’s debut. According to the company, the device is currently present in tens of thousands of locations, including schools, hospitals, restaurants, and homes across all 50 U.S. states. Engagement metrics suggest high retention, with 85% of users participating in at least 30 play sessions each month.
AI Integration and Future Growth
Alongside the capital injection, the company unveiled Board Studio. Scheduled for release later this year, the platform leverages artificial intelligence to enable users to create original games via natural language prompts. The startup claims the tool can transform a concept into a playable prototype in under an hour.
This latest round follows a $15 million investment previously led by Lerer Hippeau. That venture firm also backed Putnam’s previous venture, Mirror, which was eventually acquired by Lululemon in 2020.
For Putnam, the transition from connected fitness to social gaming hardware represents a shift in focus. While Mirror was centered on individual performance and self-improvement, Board is built on the philosophy of human connection. The startup aims to leverage modern technology to encourage users to set aside personal devices and engage in face-to-face interaction.
The investment arrives during a period of renewed investor interest in consumer technology, spurred by advancements in artificial intelligence. As Ben Lerer, managing partner at Lerer Hippeau, previously noted, current technological capabilities are enabling high-quality founders to build products that were previously impossible, signaling a shift in the landscape for consumer-focused hardware companies.