MSQ acquires mobile gaming specialist Miri Growth

MSQ, owner of The Gate and MBAstack, has acquired London-based creative services agency Miri Growth.

Miri, which employs a staff of around 40, specialises in creating content for mobile gaming and mobile app developers and has released content across channels including Meta, TikTok, Google and Snapchat.

Co-founders Adam Turowski and Zach van Driel will report to MSQ’s executive director, Ben Rudman, and the business will relocate to MSQ’s Bow Street office in London.

“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,” Peter Reid, MSQ’s global chief executive, said.

“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.”

Reid added that Miri’s knowledge within the mobile applications and gaming sectors will enhance MSQ’s existing digital media capability.

Miri’s clients include Nanobit, which was the shop’s first gaming client, and Rovio, developer of Angry Birds. Mobile app clients also include Mrs Wordsmith, an educational app aimed at children.

Turowski said: “We’ve come a long way since Zach and I started the business just five years ago but the time is right for us to really fuel our growth with a like-minded partner so that we can progress further and faster.

“By joining MSQ we can enhance our existing client relationships, attract larger clients, expand globally and apply our process to different types of apps and brands.”

MSQ believes the acquisition will bring “greater depth in mobile app acquisition and deep knowledge of digital channels” to the independent marketing group, with Miri’s revenues in the year to end July 2022 recorded as £4.8m.

MSQ also believes that following the acquisition Miri will attract “a broader client base and international talent to join its 40-strong team”.

“Culturally and strategically MSQ is a great fit for Miri and we admire its growth, ambitions and business model,” van Driel added. “It’s an exciting time for our business and for our people as we share and develop our skills with those of the MSQ team.”

The acqusition was supported by private equity partner LDC and follows MSQ reporting a 57% revenue boost in its full year results with the group reaching a total of £91.3m, reported in September.  

In October 2021 MSQ also acquired the creative production studio Brave Spark and then two months later it acquired design agency Elmwood, merging with Holmes & Marchant to create a new global design business.

This article first appeared on Campaign here.