Mindshapes CEO David Begg has argued that his company's range of educational apps and games are not competing with children's traditional learning, but they are making the most of their screen time.
"What we would really say is we are competing with dumb media and dumb technology," said Begg in an exclusive interview.
"Kids will spend time on screens when they're at home, playing on all sorts of stuff, and we would rather as parents, and I know this very clearly as a parent, I would rather my children were playing with something that I believe to be more valuable than a simple, non developmental game."
He also pointed out how devices like the iPad were simpler for very young children to use, opening up a new market for developers.
"Obviously the iPhone, iPad, tablets in general are having enormous impact throughout education across all age groups. We're seeing more and more schools supplying iPads, even one per child."
Mindshapes currently publishes titles like Meteor Math, Lingo Zoo, and Casper's Scare School: Costume Closet, and is preparing for the release of Magic Town and Language City.