PE Deals

LDC-backed MSQ acquires Miri Growth

The acquisition of Miri follows those of design consultancy Elmwood and of the creative production studio Brave Spark.

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  • Miri Growth is MSQ’s third acquisition in 13 months
  • Miri works collaboratively with mobile gaming and mobile app developers to produce and test creative content 
  • MSQ is an independent marketing and technology group

LDC announced its portfolio company MSQ has acquired Miri Growth, a fully managed user acquisition and creative services agency.

London-based Miri works with mobile gaming and mobile app developers to produce and test creative content 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 profitable growth.

The transaction is MSQ’s third acquisition in 13 months, according to LDC, and follows the acquisition of design consultancy Elmwood, which was merged with Holmes & Marchant to create an international design group in December 2021, and the acquisition of the creative production studio Brave Spark in October 2021.

LDC invested in London-based MSQ in 2019 to support the management team’s plans to “accelerate the roll-out of its multi-disciplinary model”.

“This transaction is a great example of a buy and build strategy in action,” said John Clarke, investment director at LDC. “There is a strong cultural and strategic fit between the two businesses and by joining forces, MSQ and Miri will be able to fulfil their growth ambitions further and faster whilst continuing to create opportunities for their people and clients.”

LDC is the private equity arm of Lloyds Banking Group and is headquartered in London. It has a portfolio of 90 businesses across the UK and invests across sectors.