Metica provides $20 M in user acquisition funding to Metasports Interactive

London-based growth finance firm Metica has provided $20 million in user acquisition (UA) funding to the mobile gaming company Metasports Interactive.

The money will be used to support the company’s next stage of international expansion as well as scale marketing and user acquisition for Hitwicket, its multiplayer cricket game.

According to Metasports Interactive, Hitwicket, which was founded by Kashyap Reddy and Keerti Singh, has amassed more than 18 million players in 109 countries since its inception.

In addition to the funding, Metica will offer its technology platform to boost unit economics and enhance in-game revenue performance.

Through expansion into priority international markets, AI-led targeting, and additional product development, the company hopes to achieve nearly 8x growth over the next 18 months.

Prime Venture Partners and Horizon Ventures had previously contributed $8 million to Metasports. Harsha Bhogle, a cricket commentator, also supports the startup.

Gaming and consumer app companies use UA funding, a non-dilutive financing model, to finance customer acquisition based on performance metrics.