Metasports Interactive, a mobile gaming company, has secured $20 million in user acquisition (UA) funding from London-based growth financing firm Metica.
The capital will be used to scale marketing and user acquisition for Hitwicket, the company’s multiplayer cricket game, and support its next phase of international expansion.
Founded by Kashyap Reddy and Keerti Singh, Metasports Interactive claims that Hitwicket has built a player base of over 18 million users across 109 countries since launch.
Alongside the funding, Metica will also provide its technology platform to help improve in-game revenue performance and strengthen unit economics.
The company is targeting nearly 8x growth over the next 18 months through expansion in priority global markets, AI-led targeting, and further product development.
Metasports had earlier raised $8 million from Prime Venture Partners and Horizon Ventures. The startup is also backed by cricket commentator Harsha Bhogle.
UA funding is a non-dilutive financing model used by gaming and consumer app companies to fund customer acquisition based on performance metrics.