--- title: "Startup Unveils Videogame for Dogs" description: "From the department of Why Not, Axios reports that a UK-based startup dubbed Joipaw is prototyping a new kind of videogame... made for dogs." date: "2022-11-29" modified: "2022-11-29" authors: - name: "Maggie Harrison Dupré" job_title: "Senior Staff Writer" link: "https://futurism.com/authors/mharrison" url: "https://futurism.com/the-byte/startup-videogame-dogs" categories: - "Future Society" tags: - "dogs" - "gaming" - "the digest" - "videogames" --- # Startup Unveils Videogame for Dogs ![From the department of Why Not, Axios reports that a UK-based startup dubbed Joipaw is prototyping a new kind of videogame... made for dogs.]() *\Image: Getty / Futurism\* ## In This Economy? From the Department of Why Not, [*Axios* reports]() that a UK-based startup called Joipaw is prototyping a new kind of videogame... for dogs. While it might sound ridiculous, the folks behind Joipaw seem well intentioned. As the company's cofounder Dersim Avdar explained to *Axios*, the tech is intended to maintain — or even improve — aging doggos' cognition. Thus, as they sell it, it's not just a game. It's that, sure, but also a mental workout machine and a Fitbit all in one. The dogs play a cognitively-engaging game of whack-a-mole, by pressing their snouts to an anti-saliva touchscreen, with the goal of working out their golf ball-sized brains. The games get harder over time, and a wearable tracker measures their progress. "Our goal is simple: to help every dog on the planet live a longer, happier and healthier life," reads the [company's website](). "We do this by turning daily physical and mental workouts into a sustainable lifestyle with our console, games, and wearable tracker." ## Warning Clause Importantly, Avdar assured *Axios* that the game isn't intended to replace real-life playtime between humans and man's best pal. But that being said, he reportedly told the platform that he was initially inspired by his own particularly active pup, who he and his wife found they were unable to give adequate attention due to their lifestyle. To that point, there's definitely a fine line here. While research — as Avdar was [careful to note]() to *Axios* — does support the thesis that [animal-computer interaction]() can offer cognitive benefits, the slope between a bit of supplementary, brain-stimulating activity and a replacement for meaningful human-animal connection is a slippery one. After all, just because a kid *can* be entertained all day with an iPad, does that really mean that they *should*? ## Peanut Butter Needed As for the mutts themselves, Avadar told *Axios* that they've taken just fine to the devices. So far, they've had to rely on putting peanut butter on the screen to actually get the nearly two dozen Joipaw-tested pups' attention, but from there, it's game on. That being said, it's probably a good thing that dogs have to be prompted with peanut butter to care about a screen. Anyway. See y'all at the future Joipaw-sponsored doggo Esport expo, and best of luck to the startup. And lest we forget, there have already been games for cats [for more than a decade](). **READ MORE:** *[Video games for dogs aim to help aging canine brains]()* \[*Axios*\] **More on dogs:** *[Scientists Discover That Dogs Cry Tears of Joy When Reunited with Owners]()* ## Author At Futurism, I've reported extensively on the rise of AI as a cultural and business force shaping the media industry, and more broadly how those dynamics are changing how we all consume and share information and relate to one another. I'm also fascinated by public health policy and ethics, the role of emerging tech in politics and governance — and the powerful people and forces at those intersections — climate change, and the environment. My investigation on Sports Illustrated's use of AI-generated authors with fictional biographies won a 2024 Mirror Award for "Best Story on Media Coverage of Artificial Intelligence in Journalism and the Media" from Syracuse University's SI Newhouse School, I contributed to Niemen Lab's 2025 Predictions for Journalism series, and I've discussed my work for Futurism during appearances on NPR, CNN, the BBC, the CBC, and more. I grew up in rural Pennsylvania and attended the University of Massachusetts Amherst, where I played Division I field hockey for the Minutewomen as a midfielder. Since then, I've lived in New Orleans, Louisiana and Manhattan, New York. I spend my free time running, reading, perusing archival fashion, and searching for the world’s best negroni. I also have a debonair tuxedo cat, Westley, who's named after "The Princess Bride." ### Author social links [Bluesky]()