August 28, 2013

A Word With the Boss: BoodleUP games give Mainers chance to win prizes from advertisers

CEO Bob Bruce says his creation is like 'The Price Is Right,' but everybody gets to be a contestant.

By Edward D. Murphy
Staff Writer

(Continued from page 1)

click image to enlarge

Portland residents, from left, Kate and Colin Snyder and Robert Bruce are running BoodleUP, which invites users to win prizes from advertisers.

John Ewing/Staff Photographer

Q: What else does BoodleUP offer?

A: The advertiser gets a lot of information. We offer a lot of detailed reports on the type of play and exposure they're getting. We don't provide individual data, but we do provide aggregated data. So they know how many impressions they have, how many offers they've made and how many were accepted, and they can see them broken down by (the numbers of) males or females and age groups, based on some limited information that's supplied when players register, so they can see who's interested in their offers.

Q: Was funding hard to come by?

A: Funding took a lot of work and a lot of meetings. We did have some traction with Maine Angels (a group of private investors focused on Maine entrepreneurs and star-ups) and they're a great group and do great work. In January, we raised about $400,000 -- about half of that came from Maine Angels and the rest came from other angels (investors). In November, we raised another $100,000.

And back a couple of years ago, in 2010, we raised about $90,000 from friends and family.

The Maine Seed Money Tax Credit was very helpful in helping our Maine investors who aren't as familiar with digital media companies to reduce their perceived risk.

Q: Where does BoodleUP go from here?

A: Our first mission right now is to grow strongly in Maine and build our advertising base here, and then we hope to look at second- and third-tier markets. It takes so much to move into Boston or New York, but there's also Burlington, Vt., or Springfield or Worcester, Mass., that are a little easier. We're also talking to companies that are trying to find engaging applications for smartphones, and they have advertisers who want to connect with readers or viewers or players, so we're exploring options to pursue with those partners.

About 5,000 people have downloaded the application and we're hoping ultimately for a national version of BoodleUP. At last count, we had players registered from 43 states, even though we have a commitment to advertisers that only people from Maine can win the prizes. 

Edward D. Murphy can be contacted at 791-6465 or at:


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