Highlights
- Metasports secured $20M in UA funding from Metica to scale Hitwicket globally.
- The non-dilutive deal includes a technology partnership to improve monetization and unit economics.
- The company is targeting nearly 8x growth in 18 months amid a broader shift away from RMG in India.
India-based Metasports Interactive has secured $20 million in user acquisition (UA) funding from London-based Metica, positioning its cricket title Hitwicket for global expansion. The capital will be directed toward marketing and user acquisition, alongside a technology partnership to improve in-game revenue performance.
The deal is non-dilutive, preserving founder and investor equity. Metica will also deploy its platform to optimize monetization and strengthen unit economics.
Founded by Kashyap Reddy and Keerti Singh, the company has scaled Hitwicket to more than 18 million users across 109 countries since its 2020 launch.
Strong monetization metrics, retention, and consistent acquisition data supported the investment decision. Metasports is targeting nearly 8x growth over the next 18 months through deeper product investment, AI-led targeting, and expansion into priority international markets.
Co-founder and CEO of Metasports Interactive, Kashyap Reddy, stated, "With Hitwicket, our vision is to reach over a billion cricket fans globally and build a truly world-class gaming business from India. This partnership with Metica gives us the capital and the tools to move faster in international markets without diluting ownership. We're proud to be among the first Indian gaming companies to access this kind of structured UA funding, and we see it as a model that can unlock real scale for studios with strong fundamentals."
UA funding gains traction as Indian gaming attracts global capital
UA funding is emerging globally as a performance-led model, particularly in mobile gaming, where acquisition costs are high. It is already widely used across Europe, the United States, and Southeast Asia.
India's gaming sector has seen growing capital inflows through both traditional and alternative funding channels. LightFury Games recently raised $11 million to build its AAA cricket title eCricket, targeting a global gaming franchise, while Mayhem Studios secured around $20 million to scale its mobile titles.
Meanwhile, established platforms such as Mobile Premier League (MPL) have also attracted large funding rounds, reaching a $2.3 billion valuation during its Series E raise.
Metica focuses on combining UA financing with tools that improve player lifetime value through in-game optimization. Phil Mohr, CEO of Metica, noted that such funding is reserved for companies with strong unit economics and repeatable growth, citing Hitwicket's scalability across India and international markets.
The deal comes as Indian gaming companies pivot toward skill-based and global gaming models, following the Promotion and Regulation of Online Gaming Act, 2025 (PROGA), which imposed a nationwide ban on real-money gaming (RMG) over concerns around addiction and financial loss.
