Video games — for dogs!

How it works: "Dogs wear the tracker on their collar, and it sends data on their activities to the app, e.g. steps, time spent resting, playing, walking," Dersim Avdar, co-founder of Joipaw, tells Axios.

• "They also play games on the console and receive treats when they're successful," he says. "We gather cognitive data in the background, which is also shown in the app."

The bottom line: Avdar hopes to build Joipaw into "Apple Health, but for dogs."