Akin Babayigit, Managing Director at Arcadia Gaming Partners and co-founder of Tripledot Studios, has partnered with venture capital firm Makers Fund to launch a new user acquisition financing company called AMF Capital.
The new venture will focus on providing non-dilutive user acquisition (UA) financing for mobile game studios looking to scale growth without giving up equity.
As reported by PocketGamer.biz, AMF Capital’s first deal has already been signed with the rewarded games company Bear Hug Entertainment, which will receive up to $28 million in UA financing.
Bear Hug Entertainment, led by CEO Mark R, is known for casual and rewarded gaming titles based around games like Mahjong, Solitaire, and Blocks. The company has reportedly already paid out more than $500,000 in prizes through its games.
AMF Capital is being led by Managing Director Andrew Seow, a former Tripledot Studios monetization director and current investor at Makers Fund, and Michael Cheung, also co-founder and General Partner. The company says it operates independently from both Arcadia and Makers Fund despite being founded through the partnership.
Speaking about the launch, Babayigit explained that user acquisition financing has become increasingly important for mobile studios as scaling games becomes more expensive and competitive. “In a market where everyone’s money is the same color and little differentiation exists, several great entrepreneurs asked us to launch a fund to tap into our operational know-how and network that goes beyond just capital,” he shared via LinkedIn.
Instead of traditional equity investment, UA financing gives developers funding specifically aimed at growing player acquisition and revenue. This also reflects a growing trend across mobile gaming where studios are increasingly looking for alternative financing models beyond standard venture capital.
As live-service games continue depending heavily on marketing, monetization, and long-term scaling, specialized growth financing is becoming a bigger part of the business side of gaming.
AMF Capital also confirmed that several additional agreements have already been signed with other studios and are expected to be revealed in the near future.
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