Tilting Point has announced a new $150 million user acquisition (UA) fund aimed at helping mobile game developers scale their titles. This marks the company's third multimillion-dollar fund, following previous investments in 2016 and 2018. The initiative is intended to provide financial backing to developers while allowing them to maintain full control over their marketing strategies and business operations.

More About Tilting Point

Among the first developers to benefit from the fund are Mythical Games, known for their work in blockchain gaming, and Begin, a company specializing in early learning games. Additionally, a rapidly growing web-based gaming hub is set to leverage the fund, though its identity has not yet been disclosed. Tilting Point CEO Kevin Segalla stated in an interview with GamesBeat that the company secured a line of credit with a bank to provide the capital for the fund, continuing its model of offering non-dilutive financial support to developers.

About Tilting Point 

Adapting to Changes in Mobile Game Marketing

The user acquisition landscape has changed significantly in recent years, particularly after Apple's introduction of stricter privacy policies in April 2021. The removal of the Identifier for Advertisers (IDFA) reduced the efficiency of targeted advertising, impacting how mobile games acquire new users. Segalla acknowledged these challenges but emphasized that the industry has since adapted. Developers have found new strategies to cope with privacy restrictions, and the market has expanded beyond traditional app store platforms, creating new opportunities for user growth.

Tilting Point’s decision to launch another UA fund signals a positive outlook for the mobile gaming sector. Segalla explained that game developers have improved their efficiency in acquiring users and have refined their ability to scale games successfully. The company is confident in its strategy and is ready to invest in games that show strong potential for growth.

Specialized Studios

A Unique Non-Dilutive Funding Model

Tilting Point differentiates itself from traditional publishers and venture capital firms by offering a user acquisition model that does not require developers to give up equity. Unlike venture-backed funding, which often involves surrendering ownership stakes, Tilting Point’s financing allows developers to maintain independence while accessing the resources needed to expand their audience. The company also provides expert marketing insights to developers without interfering in the management of user acquisition campaigns unless specifically requested.

Segalla highlighted that launching new games remains challenging in the current market. Many long-established games are performing well because they have had years to optimize user acquisition strategies and increase the lifetime value of their players. However, new games often struggle with visibility, making it essential for developers to find innovative ways to reach potential users.

Portfolio Highlights

Popular IPs and Expanding Distribution

One of Tilting Point’s strategies for increasing game visibility is working with well-known intellectual properties (IPs). The company has published titles featuring franchises such as SpongeBob SquarePants, Star Trek, Barbie, Bluey, Avatar, and Godzilla. Segalla noted that using recognizable IPs helps developers attract audiences more effectively in an increasingly competitive market.

Beyond IP partnerships, Tilting Point is also exploring new distribution channels to help developers increase revenue. By expanding to multiple platforms, developers can achieve incremental revenue growth, making their games more sustainable in the long term. Segalla pointed out that even small increases in revenue across various platforms can add up significantly, making diversification an important strategy for game developers.

List of Partners

A Track Record of Scaling Successful Games

Tilting Point has been a leader in user acquisition financing since 2016, having helped scale over 200 games. The company’s previous UA initiatives have led to substantial growth for its partners. For example, Loop Games’ Match 3D saw a thirtyfold revenue increase, while Gunship Battle from Joycity doubled its revenue through Tilting Point’s support. Similarly, Adventure Escape Mysteries from Haiku Games successfully integrated the Clue IP through its partnership with Tilting Point, leading to a sixfold revenue increase.

Asi Burak, Tilting Point’s chief business officer, emphasized that the company’s approach offers developers the flexibility to control how much involvement they want from Tilting Point. He explained that the success of Tilting Point’s UA fund is built on a model that provides unlimited and adaptable spending, ensuring that developers can strategically allocate their resources.

Tilting Point has established itself as a key player in the mobile gaming industry through strategic partnerships, acquisitions, and a focus on long-term developer support. With a portfolio that includes well-known titles such as SpongeBob: Krusty Cook-Off, Star Trek Timelines, Narcos: Cartel Wars, and Cypher 007, the company continues to expand its influence in the gaming market.

Raise Your Game

A Continued Commitment to Developer Growth

With the launch of this new $150 million UA fund, Tilting Point aims to provide developers with the financial resources needed to achieve sustainable growth. By offering a non-dilutive funding model and marketing expertise, the company seeks to empower developers while allowing them to maintain control over their games. As the mobile gaming industry continues to evolve, Tilting Point remains committed to supporting developers in navigating challenges and capitalizing on new opportunities.

Source: GamesBeat