Gamesbeat revealed that Plan A Games has launched a new funding initiative aimed at giving free-to-play mobile game developers access to substantial user acquisition (UA) capital, without forcing them to give up publisher independence or long-term equity stakes.
The venture is led by industry veterans Gary Rosenfeld (CEO) and Huy Nguyen (Chief Data Officer), both formerly of Pixel United, Aristocrat’s mobile and PC gaming division.
Rising UA costs, combined with shifts in mobile privacy policies such as Apple’s App Tracking Transparency (ATT), have made it harder than ever for studios to achieve sustainable growth.
Plan A Games aims to solve this by injecting rapid, data-driven capital at the precise moment a mobile game begins to show strong performance indicators, enabling developers to scale quickly before competition for funding intensifies. The firm’s proprietary analytics platform will track KPIs, performance benchmarks, and real-time market data, ensuring funds are allocated to titles most likely to deliver strong lifetime value.
The partnership marks Fortress Investment Group’s first move into the games industry. Historically, large capital pools from private equity have been directed toward industries like media, real estate, and infrastructure. Bringing that level of funding power into mobile gaming could significantly accelerate mid-tier studio growth.
Michael Lang, former CEO of Pixel United and now president of Lang Media Group, serves on Plan A’s board and leads its investment committee. Lang connected Rosenfeld’s team with Fortress and has positioned the venture as an opportunity to “supercharge” mobile developers’ growth strategies at a critical time in the market.
Plan A’s model applies to multiple platforms, but its immediate focus is mobile, across casual, mid-core, social casino, and newer categories like rewarded games. The team is targeting studios capable of sustaining long-term content updates and building strong retention curves.
