What Investors Should Consider When Evaluating Startups In 2025

Forbes

25-07-2025

Roman Gurskiy is Managing Director of GEM Capital, a leading Cyprus-based investment firm with a focus on game studios.
Investing in startups has always been a mixture of art and science—a delicate balance of data-driven analysis and qualitative judgment. This is especially true for the gaming industry, which is my primary focus.
Identifying high-potential startups has always been challenging for investors, but in 2025, it's a more complex task than ever. The startup landscape is now pulsing with relentless changes and volatility. Seemingly overnight, AI has gained prominence. Meanwhile, I'm finding that attempting to predict consumer behaviors falls short way too often, and the very rhythm of funding has evolved.
As an experienced investor, I review numerous pitches yearly, but only a handful capture my attention, and even fewer secure an investment. While quantitative metrics certainly have their place, my investment decisions ultimately hinge on something more fundamental: the qualitative essence of a startup that signals true potential.
So, what makes me say 'yes' to a startup in 2025? Here's my framework and what I encourage other investors to consider:
Founding Team: Industry Expertise, Vision And Execution
When evaluating a startup, begin with its people. The founding team's DNA is critical for a startup's success, especially in early stages. An investor is not merely buying into a product; they're investing in the individuals behind it, trusting their capability to transform vision into reality.
First, look for deep industry expertise. In games, for example, I look for founders who live and breathe the industry. Have they built games for years? Do they understand the audience and the tools inside and out? A clear understanding of the market, customer needs and competitive landscape lends credibility and enables teams to anticipate shifts proactively.
Second, consider their vision and personal qualities. Founders must show a genuine passion and unwavering drive for their business, signaling their readiness to make tough decisions and persevere through adversity.
Beyond these, compelling visionary leadership is the key to success. But a frequent misstep, especially in the games industry, is overemphasizing creative vision without addressing business fundamentals. I believe founders must be business-oriented.
Nothing proves the points above better than a proven track record. It provides tangible evidence of the team's ability to execute, adapt, navigate challenges and deliver results. Ideas are a foundation, but execution is everything.
Market Size And Product Potential
I seek startups addressing a large, growing total addressable market (TAM) with a clear customer segment. This ensures ample room for scaling and long-term growth.
However, in a competitive market, simply entering a large TAM isn't enough; companies must carve out a defensible niche. This often involves appealing to underserved audiences or offering something truly unique. Products that tackle painful problems in novel or more efficient ways always stand out to me.
So, the product itself should have significant potential and demonstrate a highly specific, differentiated value proposition that will resonate deeply with a defined segment of customers, allowing it to capture significant market share. There are five questions that I've found can help understand if a startup meets this criterion:
• Does it solve a real problem or fill a significant demand?
• Why hasn't anyone done this before?
• Why now?
• What differentiates this product from others?
• What's its edge?
Reasonable answers to these questions, showing a clear path to success, make me say, "Yes." But proof of market fit is still essential. This means looking for early customer interest, initial traction, validation from industry experts and solid market analysis.
Scalability And Sustainable Business Models
A solid business model should demonstrate clear scalability potential. Look for a profitable-looking business model with strong unit economics, capital efficiency and a realistic monetization strategy.
On top of that, there should be an edge—something defensible that competitors can't easily copy. Whether it's proprietary technology, a passionate community or some network effect, a unique advantage justifies why the business can capture market share.
Early traction is critical too. Look for real revenue, engaged users or partnerships that prove demand. In a cautious funding environment, metrics matter more than ever. At the pre-seed stage, founders should validate their business models, build a minimum viable product (MVP) and attract early customers.
In short, I crunch the numbers and ask:
• Can this startup grow big enough and fast enough to justify the investment?
• Is it capable of achieving 10 times growth in five years?
If the answer to both is yes, personally, it's a yes for me.
Realistic Valuations And Favorable Terms
Deal terms are critical to investor returns. An investor needs to be comfortable with both the structure and valuation. While specifics may vary, valuations should generally be reasonable, align with market benchmarks and account for potential risks.
Strategic Exit Planning: Starting With The End In Mind
To me, an exit strategy is not merely a final step but a design principle that influences every funding decision from day one. It dictates the type of intellectual property to develop (ensuring it's attractive to potential acquirers), the market segments to target (identifying consolidation opportunities), the emphasis on scalability and sustainable revenue, and the composition of the leadership team.
By envisioning potential acquirers or initial public offering requirements early, an investor can guide founders to build a company that's inherently more attractive and "exit-ready," significantly increasing the likelihood of a successful and lucrative return on investment. This proactive approach fundamentally de-risks the entire venture.
Investing in startups in 2025 may be riskier than ever, but the core hasn't changed: Great teams, compelling products and solid business plans win out. What has evolved is context. In my view, new markets, shifting user behaviors, hard-to-predict breakthroughs and setbacks in cutting-edge technologies play a bigger role.
The information provided here is not investment, tax or financial advice. You should consult with a licensed professional for advice concerning your specific situation.
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