Plan A Games

Cover Block

Name	Plan A Games
Tagline	UA funding, tools, and analytics for mobile F2P game developers
Headquarters	Los Angeles, United States
Founded	2025
Stage	Seed
Business Model	B2B
Industry	Media / Entertainment
Technology	Software (Non-AI)
Geography	North America
Growth Profile	Venture Scale
Founding Team	Co-Founders (3+)
Funding Label	Undisclosed

Links

• Website: https://planagames.com/

Data Accuracy: GREEN -- Confirmed by company website [Plan A Games, 2025].

Executive Summary

Plan A Games is a 2025-launched venture providing user acquisition capital and analytics to mobile free-to-play developers. Founded by industry veterans Gary Rosenfeld, Huy Nguyen, and Rob Hodgkinson, the firm leverages over five decades of collective experience from major publishers like Big Fish Games and Electronic Arts to select and scale partner titles [Crunchbase]. Its core offering combines low-cost UA marketing capital with a developing performance monitoring and data analytics platform [Plan A Games, 2025]. The company is backed by structured capital from affiliates of Fortress Investment Group, alongside regional investors like Boot64 Ventures and Innovation Catalyst [Prospeo.io]. Over the next 12-18 months, the critical watchpoints are the commercial deployment of its New Orleans-based data platform and the announcement of its first named developer partners [Louisiana Economic Development, 2025].

Data Accuracy: YELLOW -- Core business description and founding team are corroborated by multiple sources; funding structure and valuation are based on a single, unverified estimate.

Taxonomy Snapshot

Axis	Classification
Stage	Seed
Business Model	B2B
Industry / Vertical	Media / Entertainment
Technology Type	Software (Non-AI)
Geography	North America
Growth Profile	Venture Scale
Founding Team	Co-Founders (3+)
Funding	Undisclosed

How the Company Got Here

Plan A Games was founded in 2025 as a business-to-business venture focused on the mobile gaming ecosystem, with its operational headquarters in Los Angeles [Crunchbase]. The company's public narrative positions it as a capital and services provider for free-to-play mobile game developers [Plan A Games, 2025]. A key early operational milestone was the establishment of a new engineering and data analytics studio in New Orleans, Louisiana [Louisiana Economic Development, 2025] [New Orleans CityBusiness, Nov 2025].

The founding team consists of three named individuals. CEO Gary Rosenfeld's background includes founding a business development consultancy, BD Labs, and prior business development roles at Big Fish Games, 20th Century Fox, and THQ [Crunchbase] [Tulane SOPA]. Co-founder Huy Nguyen served as VP of Business Operations at Big Fish Games and held prior positions at Electronic Arts, Amazon, and Intel [Crunchbase] [Wiza]. The third co-founder, Rob Hodgkinson, is identified as a former advisor at Pixel United [Mobilegamer.biz]. Public materials cite over 50 years of combined industry experience among the founders [Prospeo.io].

Capitalization is not publicly disclosed. Backing is described as coming from structured capital investment managed by affiliates of Fortress Investment Group, alongside venture capital firms Boot64 Ventures and Innovation Catalyst, and strategic investor Lang Media Group [GamesBeat, post-2025] [Crunchbase].

Data Accuracy: YELLOW -- Founders and founding year confirmed by Crunchbase; expansion milestone corroborated by regional news. Key claims regarding investor backing and team experience rely on single-source citations or company statements.

Product and Technology

Plan A Games bundles three core services for mobile free-to-play developers: capital for user acquisition, a suite of performance monitoring tools, and strategic advisory. The company describes this as a unified offering where developers buy these services as a wedge into data-driven UA funding and optimization [GamesBeat, post-2025]. The capital component is positioned as low-cost marketing funding [Plan A Games, 2025].

The technology platform is a developing data analytics system designed to measure and analyze game performance. The company announced the establishment of a new engineering studio in New Orleans to build this platform [Louisiana Economic Development, 2025]. The product targets developers in casual, midcore, and social casino game segments [Plan A Games].

Data Accuracy: YELLOW -- Product claims are sourced from company materials and one trade press article; technical details and platform capabilities are not independently verified.

Where the Demand Sits

The market for user acquisition funding and analytics is a critical component of the mobile gaming economy. According to data.ai, global consumer spending on mobile games reached $107.3 billion in 2023 [data.ai, 2024]. A 2023 report from AppsFlyer indicated the mobile app marketing industry drove over $300 billion in ad spend, with gaming representing the largest single category [AppsFlyer, 2023].

Metric	Value
Global Mobile Game Consumer Spend (2023)	$107.3B
Mobile App Marketing Industry Ad Spend (2023)	$300B

Data Accuracy: YELLOW -- Market sizing is drawn from analogous, third-party industry reports. The specific TAM for UA funding services is not confirmed by independent sources.

Competitive Landscape

Plan A Games enters a mature market for user acquisition (UA) services by attempting to bundle capital, tools, and advisory services into a single offering for mobile game developers. The competitive map is defined by three categories:

• Specialized UA Funds. Firms that provide marketing capital, often in exchange for a share of revenue or equity.
• UA & Analytics Platforms. Software companies offering tools for ad buying, attribution, and performance monitoring, such as AppsFlyer, Adjust, or Singular.
• Mobile Ad Networks. Major networks like Unity Ads, ironSource, and AppLovin that offer both demand-side platforms (DSPs) and supply-side platforms (SSPs).

Plan A Games’ stated defensible edge rests on the integration of capital and tools. The founders’ combined experience in scaling F2P titles [Prospeo.io] is cited as a source of proprietary insight. The company is exposed by its lack of a massive, cross-app data moat owned by large ad networks and its regional focus, which may limit its ability to attract globally distributed game studios [Louisiana Economic Development, 2025].

Data Accuracy: YELLOW -- Competitive analysis is inferred from market structure due to lack of named competitors in sources; company positioning is from its own materials [Plan A Games, 2025].

Opportunity

Plan A Games aims to become a capital-efficient, data-driven intermediary that captures a significant share of the marketing budgets and operational intelligence spend of mid-tier mobile game developers. The company aims to be more than a simple funder, positioning itself as a provider of low-cost UA marketing capital paired with proprietary game performance monitoring tools and data analytics [Plan A Games, 2025]. The cited backing by affiliates of Fortress Investment Group provides a structural capital advantage [GamesBeat, post-2025].

Scenario	What happens	Catalyst
Platform-as-a-Service (PaaS) Pivot	The analytics and monitoring tools become the primary product.	Launch of the standalone data analytics platform from the new New Orleans engineering studio [Louisiana Economic Development, 2025].
Regional Studio Consolidation	Plan A Games becomes the preferred capital and tools provider for a network of studios in emerging gaming hubs.	A strategic partnership or first major deployment with a studio based in the Southern U.S. or Latin America.
Fortress Portfolio Synergy	The firm evolves into the dedicated UA and analytics arm for mobile game investments made by Fortress's broader credit or private equity strategies.	A formal announcement of a co-investment or dedicated fund structure with Fortress Investment Group affiliates.

Data Accuracy: YELLOW -- The core opportunity thesis is built from company and regional development announcements; the Fortress backing is reported but specifics are undated. The growth scenarios are extrapolations from these stated intentions, not from demonstrated traction.

Sources

1. [GamesBeat, post-2025] Plan A Games will provide growth capital for free-to-play mobile games | https://gamesbeat.com/plan-a-games-will-provide-growth-capital-for-free-to-play-mobile-games/
2. [Crunchbase] Plan A Games - Crunchbase Company Profile & Funding | https://www.crunchbase.com/organization/plan-a-games
3. [Plan A Games, 2025] Plan A Games - Growth Capital For Mobile Games | https://planagames.com/
4. [Prospeo.io] Plan A Games Revenue & Valuation | https://prospeo.io/c/plan-a-games-revenue
5. [Louisiana Economic Development, 2025] Plan A Games Levels Up in Louisiana with New Studio | https://www.opportunitylouisiana.gov/news/plan-a-games-levels-up-in-louisiana-with-new-studio
6. [New Orleans CityBusiness, Nov 2025] Plan A Games opens new data platform studio in New Orleans | https://neworleanscitybusiness.com/blog/2025/11/26/plan-a-games-opens-new-data-platform-studio-in-new-orleans/
7. [Tulane SOPA] Gary Rosenfeld | https://sopa.tulane.edu/about-sopa/advisory-boards/gary-rosenfeld
8. [Wiza] Huy Nguyen - VP of Business Operations at Big Fish Games - Wiza | https://wiza.co/d/big-fish-games/1a9f/huy-nguyen
9. [Mobilegamer.biz] Co-founder Rob Hodgkinson is a former advisor at Pixel United | https://mobilegamer.biz/
10. [data.ai, 2024] Global Mobile Game Consumer Spend (2023) | https://www.data.ai/en/
11. [AppsFlyer, 2023] Mobile App Marketing Industry Ad Spend (2023) | https://www.appsflyer.com/