Mobile gaming specialist strikes deal to join MSQ

MSQInternational creative and technology agency group MSQ has made its third acquisition in 12 months – backed by private equity partner LDC – by swooping for London-based Miri Growth, a user acquisition and creative services agency which specialises in mobile gaming and mobile apps market.

Miri works with mobile gaming and mobile app developers to produce and test creative content – video and banners – to attract and retain high-value users across digital channels.

It seeds that content out through performance marketing campaigns on channels such as Meta, TikTok, Google and Snapchat, measuring success and performance in acquiring users to drive growth.

MSQ says the acquisition will enhance existing user acquisition and content skills, bringing greater depth in mobile app acquisition and knowledge of digital channels, like TikTok, Facebook, Instagram and Google.

The scale and support structures of MSQ, including its global footprint in the US and Asia, will help accelerate Miri’s growth through attracting a broader client base and international talent to join its 40-strong team.

Led by co-founders Adam Turowski and Zach van Driel, Miri’s clients include Nanobit, its first gaming client which has grown with the business over the five years since Miri’s inception, and Rovio, developer of Angry Birds; mobile applications clients include Mrs Wordsmith – an educational content app for children. Its revenues in the year to end July 2022, were £4.8m.

MSQ recently celebrated its tenth year with its strongest results yet, with revenue increasing by 57% (to £91.3m) and EBITDA rising 51% (to £11.4m) in the financial year to the end of February this year.

Global chief executive Peter Reid said: “Miri is a highly creative, agile and successful business and we look forward to welcoming the team into the MSQ family to further build our creatively led, tech-enabled and data driven business model. By joining us, Miri will not only be able to grow globally quicker but will have access to deeper data, analytics and performance reporting capabilities.

“Miri’s depth of knowledge within the mobile applications and gaming sectors will enhance our existing performance digital media capability and channel knowledge as we increasingly deliver the holy grail of connecting clients’ first party data with programmatic media, highly engaging content, data and outreach.”

Miri will retain its agency name and management structure, with Turowski and van Driel reporting into MSQ executive director Ben Rudman. It will relocate to MSQ’s Bow Street office in London.

In October 2021, MSQ acquired the creative production studio Brave Spark; two months later it followed up with the acquisition of Elmwood, which was merged with Holmes & Marchant to create a new global design business.

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