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Benjamin Capital Partners acquires AR firm New Thing Co. to boost money moments

  • Posted byby Dean Takahashi
  • Updated
  • 5 min

Benjamin Capital Partners has acquired augmented reality firm New Thing Co. to boost “money moments.”

Benjamin Capital Partners, based in New York and Oulu, Finland, hopes the deal will fuel the next stage of growth in its mission to disrupt the fast-growing consumer cash rewards market. The price was not disclosed, but Benjamin referred to the as a “talent acquisition.”

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Written by

Dean Takahashi

Dean Takahashi is editorial director for GamesBeat. He has been a tech journalist since 1988, and he has covered games as a beat since 1996. He was lead writer for GamesBeat at VentureBeat from 2008 to April 2025. Prior to that, he wrote for the San Jose Mercury News, the Red Herring, the Wall Street Journal, the Los Angeles Times, and the Dallas Times-Herald. He is the author of two books, "Opening the Xbox" and "The Xbox 360 Uncloaked." He organizes the annual GamesBeat Next, GamesBeat Summit and GamesBeat Insider Series: Hollywood and Games conferences and is a frequent speaker at gaming and tech events. He lives in the San Francisco Bay Area.