About us

Joyall Ltd

Joyall operates at a unique juncture of mobile casual games, rich media and customer loyalty with its market-first, data rich Loyalty Experience Platform – think ‘Netflix for Games’.


The Joyall platform enables its clients to easily add, monitor and alter their own branded channel in the Joyall app. Enabling brands to deliver brand-immersive casual games, rich storytelling content, fun activities and offer both in-app and real-world rewards, driving deep customer engagement and conversion.


Joyall provides a fun way for a brand’s customers to discover and interact with their brand, earning rewards, as they are entertained, to spend in store or online.


Your team

United Kingdom
Matt Joyall.png

Matt Jones
Founder + CEO


+44 (0) 7766 544 990

With a wealth of experience in defining engaging experiences for top global brands, Matt has built upon past successes, and learnt from failures, to bring the best lessons and people together with the founding of Joyall.

Matt specialises in engaging brand customers through gamification, including supporting loyalty brands: O2 Priority Moments and Avios.

Mystery Business Joyall.png
Mystery Experience Joyall.png
Mystery Dev Joyall.png
Hugh Joyall.png

Hugh Mapplebeck

Chief Financial Officer


+44 (0) 203 916 5 619

Hugh brings over 30 years of working in the financial services industry.  He is a commercial and experienced Chartered Accountant (PwC) having held numerous leadership roles in the finance departments of International Banks in London. (ABN Amro, BNP, Paribas, HSBC). Before returning to the UK from Australia in late 2020 he was the CFO for a successful PE start-up fund developing and managing lifestyle resorts for the over 50's.

Mystery Finance Joyall.png

Lu Jones

Financial Controller


Duncan Norris

Chief Commercial Officer


+44 (0) 203 916 5 619

Duncan is an experienced C-suite executive whose career spans divisional CEO of a FTSE100 company through both commercial and operational roles with start up technology based ventures. He has developed and spearheaded the implementation of commercial strategies in UK, US, Australia and SE Asia.

Mystery Sales Joyall.png
Mystery Customer Joyall.png
Mystery Experience Joyall.png

Vicki Mapplebeck

Chief Marketing Officer

Mystery Experience Joyall.png
Mystery Experience Joyall.png

Simon Murphy

Chief Operations Officer

+44 (0) 203 916 5 619

Simon has a wealth of operations and leadership experience across many organisations, leading international teams as well as consulting with blue chip UK and International clients such as Tesco, Whitbread and Kellogg's.

Mystery Dev Joyall.png

Joyal Shah

SCRUM Master

Joyall India
Mystery Dev Joyall.png

Accepting technical challenges with a smile for over 22-years, our CTO brings the best technological 

expertise to Joyall. Our CTO is passionate about their work. They build strong, robust and scaleable platforms through equally strong and capable teams. To date, our CTO has successfully delivered hundreds of projects in a wide range of technologies for industries across the globe.

Mystery Dev Joyall.png

Shivani Bhatt

QA Tester

Dimple Joyall.png

A dynamic lady with a passion in mobile development and always ready for something new. Dimple has more than a decade of experience in IT and is a person who enjoys playing with code. Within Joyall Dimple will be doing the same, taking care of delivering the best in class gaming experience for our players.

Mystery Dev Joyall.png

Khusbhu Vaisani
Flutter Developer

Mystery Dev Joyall.png

Manoj Kokkari

Flutter Developer

Mystery Dev Joyall.png


Director of Backend Development


A technical expert with over a decade of experience in the field of IT. Our Senior Technical Architect is always keen to adapt and apply the latest and most appropriate technologies available in the market to develop robust and scalable solutions. Working with complex systems, they use their skills and knowledge to architect and develop best in class solutions that bring joy to all.

Mystery Dev Joyall.png

Viren Shah

Java Developer

Mystery Dev Joyall.png


Director of Game Development


Our Senior Unity Developer is passionate about games and loves to design and develop games. With more than 9 years of experience in game development, he has designed and developed various games including Match 3, Puzzle Game, Action Games, Kids Education Games and many more. He brings great value to Joyall to take gaming to the next level.

Mystery Dev Joyall.png

Sanjay Patel

Unity Developer

Mystery Dev Joyall.png

Nilesh Panchal
Level Builder

Mystery Dev Joyall.png

Meticulous front end developer with over 8 years of experience and passion for building state-of-the-art, easy to use and user friendly applications. He brings rich expertise in all latest front end technologies like React, Angular, Nodejs and is keen to deliver best in class User Interface for Joyall.

* Why are you being so secret squirrel?

As with most start-ups, some founding members are currently under contract and are as yet unable to have their information disclosed until they have met all the conditions of their exit. To meet with such members, we do have to request that you sign an NDA.

Want to join Joyall?

We're on the hunt for the best talent to join our founding team. As a founding member, you will be rewarded with equity in the business, and be pivotal in defining the company and its future. Interested?
Contact us.

Today - Watching TV.png

Let's play