Why we came together
Why? We are a group of game industry professionals who have actively participated in many game business funding cycles. The post-COVID crunch created all kinds of funding problems for mobile game developers looking to scale their games. We committed to finding the right funding structure to solve these problems, and Gary, Mike, Huy, and Rob founded Plan A Games to do it.
So we built Plan A Games: a partner that brings low-cost UA capital plus hands-on expertise, designed specifically for free-to-play mobile games. We’re backed by Fortress Investment Group, aligning us to scale with teams that are ready to grow. Learn more about our experience and us in our About Us section.
Why the name "Plan A Games"
The name started as an inside joke. The core team (the Founders + Glen and Janette) worked together for several years and committed to building something new together. We were debating what's next and listed every opportunity under the sun. Many conversations about what we wanted to do and what the industry needed. Then it hit us: building out a data-driven, game developer-focused UA funding strategy was our Plan A, and we never looked back. The company was called Plan A Games from that moment; there was no better name for a partner single-minded about helping developers win.
And—well—jokes aside—we want to be your Plan A when it comes to UA funding.
Our mission
We exist to help game developers scale and maximize the potential of their games, giving developers financial flexibility without sacrificing independence. That means competitively priced user-acquisition funding without developer co-investment delivered fast, paired with a free-to-play game-focused data platform and practical guidance on the KPIs that matter (from soft-launch signals to mature payback windows). When your data says you can scale, we make sure you have the funding to keep up and seize the opportunity.
Why Partner With Plan A Games
The cost of acquiring quality users keeps rising while data grows noisier. Even studios with strong retention, monetization, and payback get stuck because cash flow lags opportunity. We built Plan A Games to close that gap—bringing capital plus know-how so you can lean in when the game and the market say “go”.
Plan A Games is the best partner for mobile free-to-play game developers to scale their games. We offer low cost of capital, provide 100% of UA funding to scale, and we have the capital ready to scale UA funding to $10M+ per month.
- Revolving line of credit. Pay interest only on the funds you draw—not the full facility. Draw, repay, and re-draw at any time. No additional fees. No rigid timelines.
- Best-in-class terms. Market-leading rates thanks to our capital partnership with Fortress. Clear, transparent pricing—what you see is what you get.
- Full financing capacity. We can finance up to 100% of your UA spend without requiring partner co-investment. Facilities can expand as you grow and repayment is flexible, so you don’t leave growth on the table.
- Partnership beyond capital. We don’t just fund your growth—we share guidance on KPI improvements to optimize UA efficiency and grow enterprise value. When our capital and guidance help drive outperformance, our structure includes a reasonable, aligned upside participation.
Let’s talk
If you have good KPIs and are seeing promising paybacks, or are ready to widen your user base, we’d love to compare notes on your KPIs and map a funding plan that fits. We want to hear from you. Get in touch here!