Mirror Founder Returns with Board: A Connected Gaming Device
Brynn Putnam, the entrepreneur behind the successful connected fitness startup Mirror, has unveiled her latest venture: Board, a novel gaming console that merges the tactile social experience of board games with the immersive capabilities of video games. Following the $500 million acquisition of Mirror by Lululemon in 2020, Putnam re-entered the startup space to develop a product that bridges physical interaction and digital gaming, officially introduced at TechCrunch Disrupt 2025 in San Francisco.
Board is engineered as a 24-inch interactive screen encased in a wood-finish frame, designed to accommodate four to six players gathered around it, replicating the communal nature of traditional board games. The device recognizes touch, gestures, and physical game pieces, enabling a seamless blend of physical and digital gameplay. At launch, Board will retail for $500 and include 12 games along with 50 physical pieces.
Artificial Intelligence to Elevate User Experience
“We’re really excited about the long-term power of AI to personalize the experiences on the device. So you can imagine vision and voice inputs, storylines that are adaptive, dynamic environments, accessibility features — like translation and voice-to-text,” Putnam explained.
The integration of AI aims to transform Board from a mere gaming console into a platform for creative self-expression. Adaptive storylines and accessibility enhancements will broaden the device’s appeal and usability.
Building a Developer Community and Expanding Content
Board’s initial game library was developed through collaboration between the startup’s internal studio and external partners. Looking ahead, Putnam envisions an open platform where third-party developers can contribute games and experiences via an app store. This approach aims to foster a vibrant ecosystem that continuously enriches the Board platform.
Funding and Market Position
Board has secured $15 million in funding from investors including Lerer Hippeau, First Round Capital, and Box Group. Lerer Hippeau notably led Mirror’s $3 million seed round, highlighting confidence in Putnam’s vision. The startup is currently raising a Series A round to support further development and market expansion.
The Philosophy Behind Board
“Play is just universal … With fitness, not everyone loves working out, and not everyone loves working out at home, but play really unites us. It’s sort of this universal language that connects us and brings us together,” Putnam remarked when discussing her pivot to gaming.
FinOracleAI — Market View
Board represents an innovative convergence of physical and digital gaming, leveraging AI to personalize user engagement and accessibility. Positioned at the intersection of social gaming and connected devices, it targets a niche with growing consumer interest in interactive, shared experiences.
- Opportunities: Expansion of the social gaming market with a unique hybrid platform; potential for a thriving developer ecosystem; AI-driven customization enhancing user retention and accessibility.
- Risks: Competition from established gaming consoles and digital platforms; reliance on developer adoption; challenges in balancing physical and digital gameplay elements.
Impact: Board’s launch signals a promising new entrant in the connected gaming space, with potential to disrupt traditional gaming formats by fostering social interaction and creativity through advanced technology.
