Pixel United veterans launch Plan A Games to invest in casual, midcore and social casino

• Plan A Games is a new venture founded by Pixel United veterans.
• The company will support and invest in mobile games in casual, midcore and social casino genres.

Pixel United veterans are launching a new venture in Plan A Games, looking to provide funding to mobile games in casual, midcore and social casino.

The company is also interested in supporting and identifying opportunities in the PC space and on emerging platforms like Roblox.

Plan A Games is backed by Fortress Investment Group affiliates.

A new venture

Plan A Games is being led by CEO Gary Rosenfeld and chief data officer Huy Nguyen. Along with board member Michael Lang, they all formerly worked at Aristocrat Leisure’s mobile and PC games division Pixel United.

The trio were involved in leading Plarium’s RAID: Shadow Legends, which has surpassed $1bn in revenue and 75 million downloads over its lifetime. Of course, Modern Times Group later bought Plarium from Aristocrat for $620m.

Plan A Games’ management team overall has more than 50 years of combined experience in games, and the team will provide partners with insights and tools to monitor UA and game performance, in turn informing content strategy.

"The cost of UA investment is consistently increasing, and I’ve seen the funding challenges that game developers experience first-hand," said Rosenfeld.

"Plan A is a one-stop solution for world-class developers who need UA marketing capital to grow. Our data-driven approach also includes proprietary technology that will identify fast-growing mobile games and provide developers with real-time performance monitoring that integrates seamlessly into their own back-end systems."

Lang added: "Since departing Pixel United as CEO I have been searching for the most strategic opportunity to get back into gaming. Plan A’s innovative approach, with Fortress’ backing, presents the right opportunity at the right time."

Plan A Games marks Lang Media Group’s third partnership with Fortress Investment Group, following VICE Media where Lang serves as executive chairman, and ProRata AI where he is a strategic advisor.