Tilting Point expands $150M UA fund into consumer apps, deploys $30M across Quiet and lifestyle partner

Tilting Point is extending its user acquisition funding strategy beyond gaming, allocating $30 million to support two consumer apps as part of its $150 million UA fund announced earlier this year.

The New York–based publisher has entered partnerships with French app publisher Quiet and an undisclosed lifestyle app developer, committing $12 million to Quiet’s Clean Manager app and $18 million to the second partner’s lifestyle app. The funding will be used to scale customer acquisition through flexible, non-dilutive financing — a model that allows developers to grow without giving up ownership or control.

Tilting Point Chief Business Officer Asi Burak said the expansion marks a strategic step toward diversifying the company’s UA portfolio. “We’ve been scaling video games for almost a decade, so to enter into this UA agreement with Quiet complements our direction in UA strategy,” Burak said.

Quiet, founded in 2022, is known for its data-driven approach to app publishing and growth. Its Clean Manager app — a storage optimization tool — will be the first non-gaming title to benefit from Tilting Point’s UA financing. Quiet CEO Anouar Benattia described the partnership as “a natural fit,” noting that both companies share similar philosophies on scaling mobile apps efficiently.

The move reflects a wider trend in the mobile ecosystem. According to Sensor Tower, 2025 marked a significant turning point as non-gaming apps overtook games in global app store revenue, driven largely by lifestyle, utility, and entertainment categories.

Tilting Point’s funding model ties repayment directly to revenue generated by UA campaigns, offering an alternative to traditional publishing or venture capital approaches. The company said it is actively pursuing additional partnerships in lifestyle and other consumer-focused verticals following this expansion.

Tilting Point, recognized among PocketGamer’s Top 50 Mobile Game Makers, has previously focused on gaming titles such as SpongeBob: Krusty Cook-Off, Star Trek Timelines, and Narcos: Cartel Wars. With this latest move, it is positioning itself as a cross-category growth partner amid a broader shift in app market dynamics.

Quiet’s Clean Manager is available on the App Store and Google Play, while Tilting Point continues to evaluate new opportunities to deploy its remaining UA capital across both gaming and non-gaming sectors.