Mobile gaming company Metasports Interactive has secured $20 million in user acquisition (UA) funding from London-based growth financing firm Metica, as it looks to scale its flagship cricket game globally.
The funding will be deployed to boost marketing and user acquisition efforts for Hitwicket, the company’s multiplayer cricket game, while also supporting its international expansion strategy.
Founded by Kashyap Reddy and Keerti Singh, the company claims that Hitwicket has already built a user base of over 18 million players across 109 countries.
As part of the partnership, Metica will also provide its proprietary technology platform, aimed at improving in-game monetisation and unit economics, helping the company optimize revenue performance.
Metasports is targeting nearly 8x growth over the next 18 months, driven by expansion in key global markets, AI-led user targeting, and continued product enhancements.
The startup had previously raised $8 million in funding from Prime Venture Partners and Horizon Ventures, and is also backed by Harsha Bhogle.
Notably, UA funding is a non-dilutive financing model, commonly used by gaming and consumer tech companies to fund customer acquisition based on performance metrics, allowing startups to scale without giving up equity.
The investment highlights growing interest in performance based growth financing, particularly in the mobile gaming sector where user acquisition and retention are critical to scale.
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