How Plan A funding works.
Most UA funding is built around fixed payments on a fixed schedule. Plan A is built differently. Flexible UA funding that moves with your game’s growth, so you can spend, repay, and redraw as performance evolves.
Short term bridge to revenue
Capital tied to a cohort, repaid on the lender's schedule.
- ✕Fixed repayment schedule based on current performance
- ✕Start to pay back immediately, regardless of what the game needs
- ✕Requires cash for co-funding
- ✕Cost increases as payback periods extend
A fixed-payment obligation in a variable-performance world.
Flexible UA Funding
Draw when you're ready. Repay when your game is.
- ✓Draw capital when you're ready to deploy
- ✓Repay at the end of the term
- ✓Redraw on your timeline
- ✓Repayment follows your game, not a set schedule
Capital specifically structured for UA
Capital that keeps moving.
You draw capital when your channels are working, deploy it into UA, repay on your own schedule, and redraw without reapplying. Interest accrues only on what you've drawn.
When a UA channel is performing, spend into acquisition using your available funding. We pay the invoices, up to 100% of your approved facility.
You receive a 100% of the revenue. Repay on your own schedule within the term at a fixed rate.
Draw against your available funding without reapplying. Interest only accrues on what’s outstanding.
Capital · Operator guidance · Intelligence
Three layers working together to help you make better funding and growth decisions.
Capital
Flexible UA funding to cover up to 100% of acquisition spend. Spend, repay, and redraw on your schedule. You pay interest only on what’s outstanding.
Operator guidance
Direct work on your KPIs and channel mix from people who have scaled games to $1B+ revenue. Guidance from experience, not a spreadsheet.
Intelligence
A connection to your MMP that surfaces cohort and LTV signals in real time — tied to the same capital you're deploying.
Your game is doing well.
But how big can it get?
If your game is profitable, you've already solved the hard part. The question is: how much bigger could it become? Move the slider to see what happens when capital becomes a tool for growth instead of a limit on it.
At ~1% monthly, the capital cost is a tiny fraction of the growth potential Plan A enables. The channels are working. This is the capital that unlocks the real opportunity.
Fixed for the full term.
One fixed rate for the full term. Your cost doesn't increase as the payback window extends.
- ✓Fixed rate for the full term. The cost per dollar never increases.
- ✓Interest accrues only on what you draw, nothing more.
- ✓No origination fees or prepayment penalties.
- ✓Success fee applies only if the game hits a revenue target you agree to at the start.
Conversation → Data review → Terms → Capital.
A low-pressure path to a first conversation. Diligence runs about two weeks; proving-phase capital is often in your account within 2–4 weeks of that first call.
Thirty minutes. We learn the game; you learn the structure.
Share your numbers; we assess fit against real performance signals.
A fixed-rate structure sized to your proving phase — no surprises.
UA Facility available. You draw when channels are ready.
Straight answers
Is Plan A dilutive? Do you take equity?+
No. Plan A does not take equity. You keep ownership and control. A success fee applies only if the game hits a revenue target agreed to at the start; it is not a permanent revenue share.
How does Plan A compare to other UA funders?+
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.
How is Plan A different from cohort lending?+
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.
What kinds of game companies does Plan A fund?+
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.
Have more questions? Contact us or visit our FAQ.
Start the conversation.
We'll evaluate your game and show you exactly what a partnership looks like.