Metica

Metica is a technology company serving the mobile gaming sector with a platform that links user acquisition (UA), in-game monetization and AI-driven personalization. Its core advertising product, SmartFloors, selects bid floors and bidding strategies for individual players and sessions in real time and also governs how each auction is executed within AppLovin MAX mediation — which bidding strategy runs, how ad calls are structured and how long the system waits for bids. A market intelligence component tracks shifts in ad demand by hour, day and month and feeds those signals into floor and auction decisions. The company markets the product as increasing ad revenue by up to 28%.

Alongside the ad stack, Metica operates Metica Fuel, a UA financing offering. Studios grant access to their mobile measurement partner (MMP), ad network and financial data for underwriting; Metica then issues a term sheet, sets monthly UA budgets guided by cohort-level ROAS, pays ad networks directly, and is repaid out of cohort revenue for a single flat fee. The company advertises financing of up to 80% of UA spend, approval decisions in under 48 hours, no equity dilution, no interest or revenue share, and a credit line that scales up or down with campaign performance.

Earlier company communications describe a broader growth platform covering real-time in-game personalization, dynamic adaptive bundles, contextual-bandit-based optimization instead of A/B testing, and regional pricing. Metica offers SDKs for Unity, Android and iOS plus a REST API for integration and SmartFloors verification.

Founding story

Co-founders Phil Mohr and Puli Liyanagama previously built Comufy, which was acquired by King, and DataTiger, which was acquired by Apple; drawing on experience at King and Apple, they assembled a team of colleagues from prior companies to address the separation between user acquisition, marketing and in-game monetization in gaming [5][7].

Business model

Metica sells software to mobile game publishers that optimizes in-game ad auctions and monetization, and separately deploys capital to studios as performance-based user acquisition financing repaid from cohort revenue.

The UA financing product is priced as a single flat fee on the funded amount rather than interest or revenue share — the company's calculator illustrates a 3.5% fee rate for an A-rated customer on $100K of monthly funding over a 9-month payback, with surplus revenue from over-performing cohorts retained by the studio [2].

Traction

Case studies report Game District achieving 14% ad revenue growth across its portfolio and 28% in one title, and TapNation's Cornhole League gaining 16% ad revenue with SmartFloors. In April 2026 Metica committed $20 million in UA financing to Metasports Interactive, whose Hitwicket title reports over 18 million players across 109 countries [0][6].

Latest developments

In April 2026 Metica provided $20 million in non-dilutive user acquisition financing to Hyderabad-based Metasports Interactive, alongside a technology partnership deploying Metica's platform to optimize in-game revenue for the cricket game Hitwicket. In October 2025 Game District selected Metica as a strategic growth partner for global expansion [4][6].