Mobile Finance Collective

?? New metric to assess risk/reward of UA opportunities??? Martin Macmillan wanted a metric that would track the volatility of UA investments that could be tracked over time to quantify the risk/return of UA opportunities - a UA equivalent of the Sharpe ratio. ? #ua #SharpeRatio #mobileapps

?? Why Cohort Duration is the Key to Smarter UA Financing ?? When choosing the optimal way to finance user acquisition (UA), one factor is often overlooked: cohort duration. The longer it takes for a cohort to break even, the more impact it has on cash flow, financing costs, and overall risk. The graph illustrates how cohort duration affects financing choices along the risk/reward spectrum. ?? Short Duration Cohort Breakeven (0-3 months) → AR financing or revolving credit facilities work well, as cash cycles quickly and interest rates are lower. ?? Medium Duration Cohort (3-9 months) → Private credit facilities that include cohort residuals help extend capital efficiency while keeping financing costs manageable and providing a financing instrument with more flexibility. ?? Long Duration Cohort Breakeven (9+ months) → Revenue-based or cohort financing becomes most attractive, as these models align repayments with the longer monetization curve and larger risk appetite of the lender. ?? The takeaway? The best type of financing should be tailored to your monetization profile. A mismatch could mean overpaying for capital—or running into liquidity constraints at the worst time. For a deeper breakdown of financing strategies tailored to your UA growth, download the MFC "Definitive Guide to Selecting a UA Financing Partner" ?? https://bit.ly/MFCguide #MobileGaming #UserAcquisition #CFO #GamingFinance

? Exciting News! ? ?? We’re thrilled to announce Twelve as a sponsor for our first-ever Mobile Finance Collective #CFO Networking Dinner in San Francisco during Game Developers Conference! ?? Twelve offers a fresh approach to financing for app and gaming studios with its cohort-based solutions. Plus, Ariel Shimoni will be joining us for an evening of insightful discussions and great company! ??? If you would like to join us for dinner then drop a message to Martin Macmillan ?? GDC SF, Anna N., or Ariel Shimoni

?? Setting Up & Operating in Cyprus: what mobile app and gaming studios need to know. ?? We have 5 guest spots available for this Mobile Finance Collective online event. If it's a topic you are interested in, then apply to join us https://lu.ma/m18smcx9 Cyprus has become a popular base for mobile studios, but setting up and running operations there comes with its own considerations. This session with Vasos Tsiakkiros, Lambros Teklos (ACA, CFA) and Dmitriy Galkin will cover key aspects, including: ?? Why Cyprus? Ecosystem, tax incentives, and the IP box regime. ?? Banking & Financial Setup - the importance of choosing the right banking partner. ??? Operational Considerations - record-keeping, accounting, audit requirements, and common challenges. This discussion will be relevant both for those considering Cyprus as a base and for those already operating there.

Half-life is a useful metric for understanding user behavior, financial planning, and risk management in mobile gaming. https://lnkd.in/eEX_aQ_5 It provides insights beyond traditional metrics like ROAS, taking into account the shape of the LTV curve Half-life can help understand the risk/reward profile of a UA investment and what instrument should be used to fund it Understanding and optimizing user half-life is crucial for sustainable growth and success in the competitive mobile gaming/apps market.

Understanding the CMO-CFO relationship in 2025 Very interesting read from Vanessa Bruns marketing researcher at Google. Vanessa focuses on understanding how marketers can capitalise on new opportunities to align more closely with the wider business. https://lnkd.in/e-RKyEFq

?? Discover what you’re REALLY paying for debt financing. We created this?XIRR calculator?that takes any series of cash flow and associated dates and expresses them as an internal rate of return (IRR), or an effective annualized interest rate (APR) so you can understand what you’re really paying for financing. Read more and have a play with our calculator https://lnkd.in/g--5iUdw

Are you heading to Game Developers Conference? We are hosting a Networking Dinner for CFOs in San Francisco on March 18th. ?? Join us for dinner, drinks, and casual networking in a relaxed setting to connect with industry peers, exchange ideas, and learn more about the MFC community. Seats are limited, drop a DM to Martin Macmillan ?? GDC SF or Anna N. if you would like to join us. #CFO #MobileGaming #GDC #Finance

?? We are very excited to welcome our new members to the MFC community! ?? Welcome aboard Ianina Markina Head of Finance MURKA, Vladimir Timoshkov Co-founder Malpa Games & OpenMyGame, David W., Hugo GERVAIS DE LAFOND and benoit prunneaux Co-Founders MoneyTime. The MFC community brings together finance leaders to share learnings, build connections and grow with the power of our network. Reach out to Martin Macmillan or Anna N. if you’d like to join us. #CFOinsights #MobileGaming #Finance

Thanks for sharing ?? The definitive guide to selecting a UA financing partner Business of Apps https://lnkd.in/g95qmPYD Go check out the #BOA newsletter, lots of interesting articles to catch up with this week from ?? ? Sensor Tower ? Mobile gaming isn’t playing around ? Shani Rosenfelder and AppsFlyer ? Understanding ad metrics: A guide for digital marketers ? Hannah Parvaz ? Ever seen an app with millions of downloads fail? ? RevenueCat ? The ultimate guide to subscriber segmentation for apps? ? Marcus Burke ? Thirteen years of Meta Ads knowledge condensed in two minutes ? Anastasia Kudrow ? Most common onboarding mistakes and how to avoid them ?? ? Matej ?? Lancaric ? 11 tips for killer UA operations (Q1 2025)