Tilting Point opens $12M fund to help devs pay user acquisition costs

In a sign of the times, mobile game publisher Tilting Point has established a $12 million Game Alliance fund exclusively to help mobile game developers pay to scale up their user acquisition for games that are doing well.

The Game Alliance fund is really interesting because it speaks to just how much paying to acquire users has become one of the top concerns (and expenses) for modern mobile game developers.

"So many great titles miss their full potential due to a simple lack of UA muscle,” Tilting Point cofounder Dan Sherman stated in a press release announcing the fund's debut. “Game Alliance is a direct response to the marketing and UA realities facing independent developers."

Devs interested in applying for investment through Game Alliance should know it's being advertised to developers who "want to self-publish, maintain ownership of their IP and retain all their equity." Investment from the fund will be doled out to "globally released games showing traction in the marketplace," reinforcing the notion that even successful games still require significant UA spending in order to succeed.

For more details, head on over to the Game Alliance website.