Mobile game studios pay a meaningful share of revenue to acquire users, and they need faster, more repeatable decisions across creative testing, targeting and spend allocation. Kohort is positioning itself as a software layer that automates parts of that user acquisition (UA) workflow using AI agents. The company has now raised EUR 6 million in funding from The Raine Group.
London-based Kohort announced the round recently, describing it as a Series A, with proceeds intended to support the build-out of “AI user acquisition agents” for mobile game studios.
Why this category attracts capital
UA in mobile gaming sits at the intersection of high-frequency experimentation and high-cost media buying. Teams run constant tests across ad creatives, channels and audience segments, then react to performance signals that can shift quickly. The pain is operational: too much manual analysis and too many handoffs between performance marketers, creative teams and external partners.
If Kohort’s product can reliably automate parts of that loop, it can become embedded in a studio’s day-to-day growth operations. That is the commercial prize: a tool that is not just “analytics”, but an execution system tied to spend decisions.
Strategic lens: Raine’s bet on workflow ownership
From a strategic standpoint, this investment reads as a bet on two things:
- Workflow depth beats point solutions. UA stacks are crowded, but vendors that plug into spend governance, creative iteration and campaign operations tend to stick. Once a tool is wired into how budgets are deployed and performance is reported, switching becomes harder.
- AI agents as an operating model shift. “Agent” products promise to move from dashboards to actions. In UA, that could mean drafting hypotheses, recommending budget shifts, proposing creative variants or automating routine optimisations. The value proposition is reduced cycle time and fewer expensive mistakes.
With only the deal facts disclosed, specific product capabilities, customer traction and go-to-market motion are not confirmed here. Still, the category logic is straightforward: if Kohort can demonstrate consistent uplift or cost savings, the buyer is not “IT” but the growth leader with a direct line to P&L.
What to watch in execution
Given the limited information available, the main questions for Kohort’s next phase are commercial and operational rather than purely technical.
- Implementation depth and data access. UA optimisation requires connections to ad networks, attribution providers and internal analytics. The more deeply the product integrates, the more defensible it can become, but the longer onboarding and the higher the support burden.
- Proving incremental value. Studios already use a mix of in-house tooling and specialist vendors. Kohort will need a clear measurement framework for incrementality, not just correlation, to justify budget and expand accounts.
- Sales cycle reality. Studios can move quickly, but budget owners will still demand proof. Early growth often comes from performance teams willing to trial, followed by standardisation once value is repeatable across titles.
- Pricing power and expansion. The strongest model in this category is expansion with spend and scope: more titles, more channels, more geographies, and deeper automation. If value scales with media budgets and number of live tests, pricing can track that usage.
Outlook
Kohort’s EUR 6 million raise from The Raine Group puts fresh capital behind a clear thesis: mobile game UA remains a high-stakes, operationally heavy function, and AI-native products are increasingly being designed to run parts of it rather than simply report on it.
Absent further disclosed metrics, the next milestones will likely be product hardening, integrations and landing reference customers that can validate repeatable performance improvement.
What this enables
- Faster iteration cycles on creative and targeting decisions
- Potentially lower customer acquisition costs through automated optimisation
- A more standardised UA operating process across multiple game titles
What to watch
- Evidence of measurable, repeatable incrementality for studios
- Depth of integrations with ad platforms and attribution tooling
- Whether the product becomes a “system of execution” or remains advisory
- Signs of expansion within studios from one title to multiple titles