I imagine the major costs are their living expenses. They've sold their house and cars, but still need somewhere to live, they'll still need to travel and of course eat.

Additional costs could be through marketing, not sure if they're doing paid ads? Or simply the costs of travelling to events and investors to pitch it?

Despite being based in Manchester they seem to have registered their company ('GameDay Xtra Ltd') in Gibraltar. I assume as some sort of Tax Dodge? Or do they incur some other benefit by having an Ltd in Gibraltar vs in the UK?