Mobile Game UA Funding Questions,
Answered

Plan A provides user acquisition funding for mobile game companies. We provide capital to fund user acquisition while allowing studios to retain ownership of their company, their game, and their revenue.

Publishers typically participate in product decisions and receive a share of game revenue. Traditional UA funding models often collect repayment directly from game revenue as it is earned.

Plan A takes a different approach. Revenue flows directly into your account, and you decide when and how to repay the capital you've drawn. The result is a funding model built for studios that want to scale user acquisition without giving up ownership, control, or visibility into cash flow.

Plan A was built by operators who have spent decades scaling mobile games businesses. Our leadership team helped grow the Pixel United portfolio to $1.7B in peak revenue and brings experience across user acquisition, product, live operations, analytics, and game finance.

We're also backed by Fortress Investment Group, giving us the capital base to support long-term growth partnerships with game companies around the world.

We fund mobile game companies with live products, measurable revenue, and proven unit economics.

The strongest fit is a game with profitable user acquisition, a clear LTV curve, and demand to scale beyond what self-funding can support. If you're unsure whether your game qualifies, we're happy to review the numbers with you.

For many mobile game companies, yes. Venture capital funds companies in exchange for equity. Plan A provides user acquisition funding, allowing studios to access growth capital without giving up ownership or control.

If your game has proven unit economics and your primary constraint is capital for user acquisition, our funding can be a more efficient option to free up cash than raising equity. The right choice depends on your stage, goals, and capital needs, but many studios prefer to preserve ownership when growth can be financed directly.

Raising equity is often used to fund product development, hiring, or expansion into new markets. User acquisition funding is designed to help proven mobile games scale faster once unit economics are already working.

If your primary constraint is capital for growth rather than capital for building the business, funding can be a more efficient option than selling ownership.

Our model is designed to provide growth capital without requiring founders to sell ownership in their company. You retain full control of the business, your game portfolio, and future upside while accessing capital to scale user acquisition.

Plan A provides a revolving funding facility designed specifically for user acquisition.

You draw capital when you need it, deploy it into UA, and repay based on your business needs and cash-flow priorities. As capital is repaid, it becomes available to draw again without reapplying.

Unlike a traditional term loan, you're not receiving a fixed lump sum with a rigid repayment schedule. The structure is designed to support ongoing growth rather than a single funding event.

See our How It Works page for a full walkthrough of the draw-and-repay cycle.

Cohort lenders fund monthly cohorts and are repaid through a share of the revenue those cohorts generate over time.

Plan A funds the game itself. Your revenue remains under your control, and repayment is not tied to a percentage of future earnings from specific cohorts.

Our structure gives studios more flexibility in how they manage cash flow, reinvest in growth, and allocate capital across their portfolio.

For a side-by-side comparison of the two models, visit our How It Works page.

Yes. Your customer receipts flow directly into accounts you control. Plan A is not repaid through revenue diversion or revenue sharing.

We monitor performance through agreed reporting and integrations, but incoming revenue remains under your control throughout the partnership.

Yes. You can repay early at any time, and there are no prepayment penalties.

Most partners adjust repayment based on what's happening in the business. When performance is strong, they may choose to repay more quickly. When attractive growth opportunities emerge, they may keep more capital deployed and repay later.

You only pay interest on the capital you've drawn, and repaid capital becomes available to use again.

Our How It Works page has a visual breakdown of the draw-and-repay cycle.

Most partnerships begin with a proving phase, where we deploy a smaller amount of capital to validate performance and operational fit.

If the results support it, funding expands as spend and performance grow. From there, the partnership can continue scaling alongside the game, with flexible access to capital and ongoing support from our team.

Throughout the process, we provide visibility, analysis, and operator guidance while leaving day-to-day decisions with your team.

Our How It Works page walks through each stage of the partnership in more detail.

Most funding providers typically use cohort-based or revenue-sharing repayment models tied to future revenue performance.

Plan A takes a different approach for UA funding. We focus on the game rather than monthly cohorts, giving studios greater flexibility in how they manage repayment, cash flow, and growth investment.

The best funding model depends on your goals, but companies evaluating multiple providers often focus on three areas: total cost of capital, repayment flexibility, and operational control.

Factoring involves selling future receivables at a discount in exchange for immediate cash.

Plan A is a funding facility designed for user acquisition. You maintain control of your revenue, draw capital when needed, and repay based on the terms of the partnership.

For many mobile game companies, it's a more flexible way to finance growth than selling receivables.

Yes. Our initial facility is $10M. As performance and revenue grow, available funding can grow with them. Because Plan A is backed by institutional capital, we can continue supporting successful games as they scale rather than forcing teams to find a new funding partner every time they reach the next stage of growth.

The goal is to provide a structure that grows alongside the game.

Our pricing uses a fixed interest rate charged only on the capital you've drawn, not your total funding limit. The rate is set at the start of the partnership and remains fixed for the full term, including any extensions.

There are no origination fees, prepayment penalties, or penalties for taking longer than expected to reach your targets. Because interest applies only to drawn capital, the cost of funding is straightforward to calculate from the start.

For your exact rate and a comparison against other funding options, contact us and we'll review the numbers together.

Cohort lending and other revenue-based financing models are typically repaid through a share of future revenue generated by funded cohorts.

Plan A uses a different structure. You pay a fixed rate on the capital you've drawn, and repayment is not tied to a percentage of future revenue.

A performance component is included alongside interest. It activates only if the game scales significantly and reaches a revenue target determined at the start of the partnership.

If the target is not reached, the performance component does not apply and you pay only the agreed interest on drawn capital.

The specific target and terms are determined upfront based on the size of the funding and the profile of the game, so there is clarity from the beginning of the partnership.

We evaluate every game individually, but typically look at five core metrics:

• Day 1 retention above 40%
• Day 7 retention above 20%
• Day 30 retention above 10% (or payer retention at least 2x non-payer retention)
• ROAS payback within 12 months, ideally under 6 months for early games, since payback windows typically lengthen as a game scales
• Monthly UA spend of $100K+ or a clear path to reaching that level

These are guidelines rather than hard requirements. We evaluate each game in context, and strong trends can be as important as current performance.

We typically work with companies spending $100K or more per month on user acquisition, or with KPI performance that supports reaching that level.

Companies below that threshold may still qualify if retention, monetization, and payback metrics are strong. The proving phase is often a good fit for teams that are performing well but have not yet reached larger spending levels.

Ultimately, qualification depends on the underlying economics of the game rather than a single spending threshold.

We require the company to have enough operating capital to run the game because UA funding is intended to accelerate growth, not solve short-term runway challenges. The amount of operating capital required is determined on a case-by-case basis.

Companies with adequate operating capital are typically better positioned to make long-term growth decisions, maintain consistent user acquisition investment, and manage normal fluctuations in performance.

The guideline helps ensure that funding is additive to an already healthy business rather than being used to cover core operating expenses.

Yes. We work with companies wherever the best mobile games are being built. Our process runs on your performance data, not your location.

Often, yes. Our structure works for any mobile model with clear, measurable UA economics, and we fund free-to-play, social casino, rewarded, short-form, and similar categories. Because those models retain and pay back differently than classic free-to-play, we look at the metrics that fit your model rather than forcing one benchmark. If your category is non-standard, tell us how your economics work and we'll assess it in context.

In many cases, yes. We build our view from your performance data, so the question is whether there's enough signal to model UA performance confidently, not how old the game is. If a proven game has limited recent data, talk to us about what's available and we'll tell you honestly whether we can move now or what we'd need to see.

We ask for read-only access to your MMP (AppsFlyer or Adjust) and a monitored bank account.

Through the MMP, we review metrics such as cohort performance, ROAS by channel and creative, retention, and user acquisition spend. This data helps us monitor performance and support the partnership.

We do not access your product backend, CRM, internal communications, or any systems beyond those required to evaluate and monitor funding performance. Reporting is automated, so there is no ongoing manual reporting requirement.

As involved as you want us to be.

Our team has experience scaling mobile games and is available to review UA strategy, creative performance, channel mix, monetization trends, and other factors that influence growth.

We provide guidance and analysis, but your team remains in control of product, marketing, and spending decisions. The level of involvement depends on the needs of the partnership.

Diligence typically takes up to two weeks, from the time we receive MMP data and financial information.

In many cases, proving-phase capital can be structured within two to four weeks from the initial conversations and receipt of game data.

The most common causes of delay are incomplete data, missing financial information, or unresolved questions around operating capital.

KPI benchmarks are established at the start of the partnership and monitored throughout the funding period.

If performance falls below agreed thresholds, we begin with a review period to understand the cause and determine whether the change is temporary or structural.

Depending on the circumstances, we may pause new funding draws while we reassess the plan together. Our agreements also include predefined provisions for sustained underperformance, ensuring expectations are clear for both parties from the outset.