Where Play Meets Purpose: Nick Academy’s Bet on the Future of Learning

When Shmulik Ashkenazy first stepped into the world of media, it wasn’t through the creative department or behind the camera. It was through numbers, spreadsheets, and late nights auditing television companies as a newly minted accountant. But even in those early days, behind the ledgers, something else was pulling at him. A fascination with how people learn, how they absorb stories, and how media could shape young minds.

That pull eventually led him to Nick Academy, a bold and playful venture aiming to reshape how children experience education: not through textbooks, but through the magic of games, storytelling, and imagination.

The School of Fun: Where Every Door Leads to Play

At its core, Nick Academy is a gamified learning platform for children aged six to twelve. It’s a “school of fun,” as Ashkenazy calls it, where each virtual door opens to a different adventure: math, science, coding, language and more, all woven into game levels led by beloved Nickelodeon characters.

"The idea is simple," Ashkenazy says. "We want to make learning fun. Really fun. So kids want to come back, not because they have to, but because they can't wait to explore more."

It’s a product born out of an unusual but powerful coalition: a group of educators, entrepreneurs, and game developers, backed by one of the biggest entertainment giants in the world, Paramount Global, which owns parts of the venture through its media arm, alongside Israeli entrepreneur Udi Miron, a pioneer in children’s television. The blend of pedagogical passion, global brand power, and decades of experience communicating with kids, gives Nick Academy a uniquely strong foundation.

Taking a Chance on Serious Games

After helping lead Ananey Communications through significant growth and eventually a major acquisition by Paramount in 2020, Ashkenazi might have stayed comfortably in the corporate world. But when Udi Miron called and invited him to lead this new venture, Ashkenazy didn’t hesitate.

"When I heard about the goal and the mission and saw the amazing product they had developed, I didn’t think twice," he says. At the time, Nick Academy had spent several years in development, fine-tuning the product through a large-scale beta release, where thousands of children accessed the app for free. The feedback was glowing: kids were spending significant time in the app, returning again and again, and asking for even more content. Parents and teachers marveled at how seamlessly kids engaged with educational material when it was presented through the lens of play.

The Year 2025: Testing the Waters

Despite its long runway, 2025 marks a major turning point for the company. For the first time, Nick Academy will launch commercially in app stores worldwide. "The next few months are critical," Ashkenazy says. "It will be the first time we meet our audience in the real world. Not just feedback from beta users, but real parents and kids, making real decisions with their wallets."

They are entering the market with a two-pronged strategy: a direct-to-consumer launch and strategic B2B2C partnerships with major players, which Ashkenazy hints will expose the app to millions from the start. It’s an ambitious, high-stakes moment. And it's clear Ashkenazy feels the weight of it, but also the excitement.

"We believe we are offering something meaningful," he says. "We’re giving kids a positive, trusted screen time alternative. And we’re going to find out if the world agrees."

Is Content Still King?

As the learning and media landscapes continue to explode with new content and GenAI content creation tools, Ashkenazy believes trust will be the decisive factor separating lasting platforms from fleeting ones. Nick Academy, backed by Nickelodeon’s global recognition and built with rigorous attention to quality, is banking on that trust as its secret weapon.

"Content creation is definitely easier and cheaper than ever. But people will hold on to brands they trust," he says. "You want to know the experience you’re giving your kids is safe, valuable, and positive."

Moreover, the company isn’t standing still. It recently incorporated generative AI to create new types of adventures within the platform. "We recently added four different journeys that are entirely based on generative AI," Ashkenazy shares. "We know where the experience starts, but we don't know where it will end. That’s the magic of AI."

Winning Hearts at GESAwards Global Finals

Recently Nick Academy stepped onto the global stage at the Global EdTech Startup Awards (GESAwards) for 2024, one of the most prestigious competitions in education innovation. They walked away with the People’s Choice Award, a powerful affirmation from the global EdTech community.

It was, Ashkenazy reflects, a significant milestone for them. "For almost five years, we had been in the basement, developing," he says. "We didn’t know how the ecosystem would respond. The GESAwards gave us something priceless: validation that our vision is real, and needed."

Beyond the recognition, the event opened countless doors: investors, distributors, content partners, and perhaps most importantly, fellow entrepreneurs on the same journey. "You meet people who are living the same dream, facing the same struggles. You learn from them. You celebrate with them," he says. "It’s something you can’t put a price on."

As a GESAwards winner, Ashkenazy’s advice to emerging founders is simple and heartfelt: "Use the power of the community. Be open-minded. Share your vision. You never know where the right advice will come from. Build relationships. And above all," he adds, smiling, "enjoy the journey."

In many ways, Nick Academy’s story is just beginning. With a product born from play, refined with skill, and powered by trust, Nick Academy is poised to help define the future of how children can learn, while they enjoy the journey.