Sweet Capital

Sweet Capital is a private early-stage venture capital fund founded in 2015 by the creators of King.com, the company behind the global hit Candy Crush. The firm invests its own capital primarily in consumer technology startups worldwide, focusing on sectors such as fintech, healthtech, gaming, consumer goods, and AI. Sweet Capital typically participates in Seed, Series A, and Series B rounds, with investments ranging from approximately €100k to €1.5 million. The fund emphasizes a founder-friendly approach, leveraging the entrepreneurial experience of its team—who have backgrounds at companies like Snapchat, Uber, Facebook, and Apple—to support startups from inception to successful exits. Notable portfolio companies include Yubo, a social platform for global friend discovery, and Peanut, a social network connecting women across life stages[1][2][4].

Sweet Capital was established following the 2015 sale of King.com to Activision Blizzard for $5.9 billion. The founding partners, including Riccardo Zacconi (King’s co-founder and former CEO), transitioned from building a gaming giant to backing innovative consumer tech ventures. The fund is headquartered in London with offices in Stockholm and Los Angeles, reflecting its global investment focus. The founders’ deep entrepreneurial roots and successful exit have shaped Sweet Capital’s mission to back ambitious founders using technology to build a better future, with a strong emphasis on positive societal impact and founder collaboration[1][2][3][4].

Core Differentiators

• Founder-Backed Capital: Sweet Capital invests exclusively its own capital, allowing for flexible, founder-friendly terms without external LP constraints.
• Experienced Team: The team brings firsthand entrepreneurial and operational experience from leading tech companies and successful exits.
• Sector Focus: Concentrated on consumer technology sectors with high growth potential, including fintech, healthtech, gaming, AI, and consumer goods.
• Global Reach: Offices in London, Stockholm, and LA enable access to diverse markets and founders.
• Active Partnership: Beyond capital, Sweet Capital offers strategic guidance, leveraging a strong network and industry expertise to accelerate startup growth[1][2][4].

Role in the Broader Tech Landscape

Sweet Capital rides the wave of consumer technology innovation, particularly in sectors reshaping everyday life such as fintech, healthtech, and AI-enhanced platforms. The timing is favorable due to increasing digital adoption, demand for personalized consumer experiences, and the rise of socially impactful tech startups. By focusing on early-stage companies with global ambitions, Sweet Capital influences the ecosystem by nurturing ventures that combine technology with positive social change, helping to set new standards for consumer engagement and innovation[1][2][4].

Quick Take & Future Outlook

Looking ahead, Sweet Capital is poised to continue leveraging its founders’ entrepreneurial legacy to identify and support transformative consumer tech startups. Trends such as AI integration, healthtech innovation, and fintech democratization will likely shape their investment focus. The fund’s founder-centric, flexible investment model and global perspective position it well to influence the next generation of tech companies that aim to build a more connected and positive future. Their ongoing commitment to active partnership and impact-driven investing suggests Sweet Capital will remain a key player in early-stage consumer technology venture capital[1][2][4].