Martin Macmillan·May 21Why Don’t Ad Networks Finance Their Own Customers?In the gap they leave, a new private credit asset class has quietly formed.
Martin Macmillan·May 5Understanding Residual Cohort Value in Mobile Gaming and AppsThe Ghost Asset on Your Balance Sheet
Martin Macmillan·Apr 6Three-Dimensional Unit Economics: The Compute Cost of RetentionWhy AI-native apps need a new financial framework. And a new metric to run it.
Martin Macmillan·Mar 24The Three Stage Capital Model: Pt. 3 — Right-sizing gaming content VC fundsIn Parts 1 and 2, I outlined a three-stage capital manifesto for funding gaming studios: $500K seed equity for product discovery, Grey Zone…
Martin Macmillan·Mar 9The Three-Stage Capital Model: Pt.2 Grey Zone EconomicsIn Part 1, I outlined a three-stage capital model for funding gaming studios: disciplined seed equity for product discovery, Grey Zone…
Martin Macmillan·Feb 10The Three-Stage Capital Model: How Mobile Game Studios Could Be FundedA manifesto for a healthier investment climate in mobile gamingA response icon1A response icon1
Martin Macmillan·Jan 16From Bookkeeper to Strategic CFO: The Evolution of Finance in Mobile GamingMany founders keep finance “good enough” for as long as possible. Spreadsheets, accountants, maybe a part-time CFO. But at some point, the…
Martin Macmillan·Dec 30, 20252026 Predictions: Non-Dilutive UA Financing Goes MainstreamMarket maturation. New entrants. The rise of embedded financing.
Martin Macmillan·Dec 10, 2025🐶 Dog Treat Financing: Operant Conditioning meets UA FundingWhy cohort financing works like a Skinner Box — and why that’s exactly what UA capital needs
Martin Macmillan·Nov 24, 2025📈 Running Yield: Why Your UA Portfolio Needs Fixed Income DisciplineWhat happens when you apply bond market logic to user acquisition
