Evaluating only Unlockd’s profile at its peak — without knowing the outcome — the model ranked Competition as the #1 likely cause. Documented cause: Platform dependency.
Key Events Timeline
FOUNDING
Unlockd founded in Melbourne to reward mobile users with discounts for viewing lock screen ads.
FUNDING
Raised USD 49M including strategic investment from Lachlan Murdoch's Illyria group.
REGULATORY ACTION
Google threatened Play Store removal for policy violations, cutting off 80% of Unlockd's user base.
SHUTDOWN
Unlockd collapsed into administration in July 2018 while USD 300M Google lawsuit remained unresolved.
Full Analysis
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Documented cause
Unlockd, a Melbourne startup founded by Matt Berriman that paid mobile users to view ads on their lock screens, raised USD 49 million from investors including Lachlan Murdoch. In 2018 Google threatened to de-list the Unlockd app from the Play Store for policy violations, triggering a USD 300 million lawsuit against Google. The legal battle drained funds and the company collapsed mid-litigation.
Lesson
“Never build a business whose survival depends on a platform you don't control — and cannot afford to sue.”