two & a half gamers – 💸 UA financing Secrets: Scale your game without selling your soul

Summary

This episode of Two and a Half Gamers dives deep into UA financing with Jeff Cohen from PVX Partners, unpacking how mobile game studios can scale without giving up equity. Jeff breaks down the mechanics of non-dilutive funding, explains why not all financing partners are created equal, and reveals the traps founders fall into when choosing a lender.

Founders’ guide: How to choose the right UA financing partner
https://pvxpartners.com/blog/how-to-c…

Key insights include:

UA financing ≠ publishing — best for post-product market fit games with proven ROAS curves.

Funding scale: PVX clients receive between $500K and $2M/month, with the largest hitting $4M/month.

Market potential: UA financing is projected to hit $2.5B by 2027.

Flexibility matters — some lenders force you to take capital every month, even when you don’t need it, which burns cash.

Hidden costs: setup fees, legal fees, bundled SaaS tools you don’t need.

Risk management: Understand secured vs unsecured loans. With PVX, the risk is on them if funded cohorts don’t pay back.

Alignment is key — avoid lenders whose primary business isn’t lending (publishers, VCs, SaaS providers with side financing).

Scalability: Choose a partner who can grow your facility with you so you don’t stall at scale.

Main takeaway: Treat UA financing like raising equity — vet the partner’s reputation, structure, and incentives as if your studio’s future depends on it… because it does.