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Lucra
Greenwich, US · Founded 2020 · Delaware corporation · 46 employees on LinkedIn · 15 known investors
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Lucra is a competitive loyalty platform that provides brands an SDK to run live social competitions — tournaments, peer-vs-peer contests, and mini games — natively inside their existing app or website. It acts as Merchant of Record for real-money skill competitions, handling licensing, KYC/AML, fraud monitoring, and dispute resolution across 42 U.S. states.
Also known as Lucra · Lucra Partners With · Lucra Sports
Founders & leadership
Lucra was founded in 2020 by Dylan Robbins.
Investors · 15
How we know: 7GC & Co's portfolio page · funding news · Not right? Tell us
How we know: funding news · research · news.bettingstartups.com · av.vc · Not right? Tell us
How we know: SeventySix Capital's portfolio page · a partner's Signal profile · funding news · the VCSheet dataset · research · news.bettingstartups.com · Not right? Tell us
How we know: Simplex Ventures's portfolio page · funding news · research · news.bettingstartups.com · Not right? Tell us
How we know: Visible Ventures's portfolio page · the VCSheet dataset · Not right? Tell us
How we know: Western Technology Investment's portfolio page · Not right? Tell us
How we know: funding news · research · news.bettingstartups.com · Not right? Tell us
How we know: funding news · research · news.bettingstartups.com · Not right? Tell us
Also in the syndicate · 3
Funding
SEC filings, press & company announcements$42.3M disclosed across 3 of 4 rounds · 2022–2026
- $20MraisedApr 2026 · 3 sources
ARK (lead), ARK Invest Venture Fund (lead)
Source ↗ - $10MraisedDec 2024 · 2 sourcesSource ↗
▶$12.3MraisedJun 2022 · 45 investors · Other TechnologyRule 506(b)
- Dennis WongDirector
- Dylan RobbinsExecutive Officer, Director
- Anthony DisantiDirector
- Offering amount
- $12.5M
- Amount sold
- $12.3M
- First sale
- Jan 2022
- Incorporated
- Corporation, Delaware, 2020
- Federal exemptions
- 06b
Source: SEC EDGAR Form D. Amounts as filed; amended filings shown once at their latest values.
Company profile
researched Aug 2026Lucra operates a competitive loyalty platform that lets consumer brands embed social competition into products they already own. Its single SDK supports three formats: branded tournaments that a partner's own team launches and manages (free-to-play, real money, or rewards-based, running from a single night to a full season), peer-vs-peer competitions, and mini games. The experiences run natively inside the partner's existing app or site, with the brand controlling the front-end experience while Lucra supplies the underlying infrastructure.
The company positions the product as an alternative to transaction-based loyalty programs, arguing that competitive stakes — leaderboards, bragging rights — drive repeat engagement more effectively than transaction rewards. Lucra markets partner-reported outcomes including higher visit frequency, longer session or venue duration, higher revenue per user, and retention of competition-related value inside the partner's own ecosystem rather than leaking to third-party platforms.
Business model
Lucra sells its competition infrastructure to consumer brands and app operators, which embed it via SDK; Lucra acts as Merchant of Record for all real-money flows moving through partner experiences.
Traction
Named partners span multiple verticals: Bracketology (mobile gaming, cited at over 1 million total users and 4.8x higher retention than the industry average), Five Iron Golf, CLIQFIT, Skill Shot Golf, and ChessKings.
▸Full profile — market position, technology, go-to-market, geography
Market position
Lucra frames itself as the first platform offering brands infrastructure to own competitive, stakes-based loyalty rather than transaction-based rewards, operating as an embedded layer for partner apps rather than a consumer-facing destination.
Lucra bundles real-money competition compliance into the product — it holds the licenses and serves as Merchant of Record, handling KYC/AML, fraud monitoring, and dispute resolution — so partners can offer real-money skill contests without building or operating that stack themselves. Partner-facing messaging emphasizes that both the engagement and the funds stay inside the brand's own ecosystem.
Technology
An SDK that embeds tournaments, peer-vs-peer contests, and mini games natively into a partner's existing mobile app or website, together with the transactional and compliance layer for real-money play — licensing, KYC and AML, fraud monitoring, and dispute resolution.
Go-to-market
Direct partnership sales to brands, supported by published customer case studies across mobile gaming, fitness, competitive social, and recreational sports verticals, with an inbound contact channel on the company site.
Consumer brands and operators with existing engaged audiences, including mobile gaming and fan-engagement apps, fitness platforms, golf and recreational sports venues, bars with bar-sports offerings, and online chess communities.
Geography
Real-money skill competitions are available in 42 U.S. states.
Compiled by commissioned research from 8 cited public sources — announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed — not independently audited.
Founder mafia
2 people who came through Lucra went on to found or lead other companies.
Related companies · 1
Companies working in the same space as Lucra.
Timeline · 11
launches, deals, and filingsLucra struck a strategic channel deal with Scottsdale, Arizona-based sports agency Gainey Sports Ventures, gaining access to its client network to distribute Lucra's social gaming products.
Lucra and klyq, NBTV's shoppable TV platform, announced the klyq Arcade, embedding Lucra-powered mini games into connected TV; klyq is slated to be live on over 100 million Samsung televisions, and cash winnings can convert into klyq spending credit.
Lucra will power real-money skill-based trivia and free-to-play live in-game competitions around Grass League par-3 golf events, starting with the 2026 Summer Grind on September 4-6 at Goat Hill Park in Oceanside, California.
Lucra launched Lucra Arcade, a library of 90-second skill-based mini games available as a standalone App Store app and as an embeddable white-label product, and made a strategic investment in Poland-based mobile games studio CRWN, with CEO Dylan Robbins joining CRWN's board.
Case study describes Bracketology, a mobile gaming app with a 1M+ userbase, integrating Lucra to monetize an engaged audience and make the experience more shareable and rewarding; reported 4.8x higher retention than industry average.
Case study describing CliqFit using Lucra to turn fitness accountability into competitive challenges between users.
ChessKings founder John Iavarone states Lucra provided the infrastructure to bring competitive play to its chess community.
Case study on Five Iron Golf powering competition across its venues with Lucra, keeping competitive play and funds within the Five Iron Golf ecosystem.
Case study on Skill Shot Golf converting on-course scoring into nationwide cash competitions.
Dave & Buster's announced it would use Lucra's gamification technology to let loyalty members make friendly real-money contests on arcade games such as Hot Shots basketball and Skee-Ball through the company's app.
Lucra signed agreements with pickleball ratings system DUPR and tennis app TennisOne to allow players to compete against one another for real money.
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
Legal entities · 1
corporate structureIn the news
▸Research sources · 8
primary sources listed
- Lucralucrasports.com · web
- SeventySix Capital Portfolio Company Lucra Partners with Dave and Buster’sseventysixcapital.com · web
8 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does Lucra do?
- Lucra provides brands an SDK for running real-money and free-to-play skill competitions inside their own apps and websites.
- Who founded Lucra?
- Lucra was founded by Dylan Robbins in 2020.
- Who are Lucra's investors?
- Lucra's investors include 7GC & Co, Alumni Ventures, Litquidity Ventures, Raptor Group, SeventySix Capital, Simplex Ventures, The 23 Fund, The MBA Fund and 4 more.
- How much funding has Lucra raised?
- Lucra has disclosed $42.3M raised across 3 of its 4 known rounds.
- Where is Lucra headquartered?
- Lucra is headquartered in Greenwich, US.