In 2011, BrainPop launched its educational games site, GameUp, which contains a collection of free online games from third-party game publishers and BrainPop's designers that help teach a variety of subjects and coordinate with the BrainPop, BrainPop Junior and BrainPop ELL curricula.[1][60][61] BrainPop partners with developer organizations and community developers to continually expand and improve the site's content and align the games with academic standards.[4] More than 100 games were featured on the site by 2014[5] based on the Common Core State Standards Initiative.[62] GameUp aims to help teachers use educational games in the classroom to engage and motivate students.