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Hyderabad-based sports gaming startup Metasports Interactive has raised USD 20 million from London-based growth financing firm Metica through a user acquisition (UA) funding model. The company said the investment will be used to expand its flagship multiplayer cricket game, Hitwicket and accelerate marketing and user acquisition efforts.
Unlike traditional venture funding, the UA model is non-dilutive, meaning the company does not give up equity. Instead, the funding is tied to performance metrics such as user growth and revenue efficiency.
Metasports Interactive, founded by Kashyap Reddy and Keerti Singh, has been building its presence in the global gaming market. Its main product, Hitwicket, has attracted over 18 million users across 109 countries since its launch.
Co-founder and CEO Kashyap Reddy said, “With Hitwicket, our vision is to reach over a billion cricket fans globally and build a truly world-class gaming business from India.” He added, “This partnership with Metica gives us the capital and the tools to move faster in international markets without diluting ownership.”
The company had earlier raised USD 8 million from investors including Prime Venture Partners and Singapore-based Horizon Ventures.
As part of the agreement, Metica will also provide access to its technology platform, which is designed to improve in-game revenue performance and strengthen unit economics. The platform uses data-driven insights to optimise user acquisition and increase lifetime value.
Metica CEO Phil Mohr said, “User acquisition funding is reserved for companies that demonstrate strong unit economics and repeatable growth.” He added, “We see a major opportunity not only to provide growth funding, but also to support growth through our technology.”
With the new funding, Metasports Interactive is targeting nearly eightfold growth over the next 18 months, focusing on international markets and AI-led user targeting strategies.
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