the challenge
Rising CPIs, unstable channels, and creative that stops working the week it starts.
Mich Agency · Performance marketing for apps & games
Growth that compounds.
User acquisition, creative testing, and growth for mobile apps and games. We help good products find the people who'll genuinely love them, and we stay honest about what's working and what isn't.
Creative test · week 07
Ship the winner, scale the spend, retire the rest.
Concept · "Speedrun"
+31%winner
Leaderboard
static
+6%
Unbox
playable
-4%
The approach
We treat your app the way we'd want ours treated.
our strategy
A steady rhythm of creative testing and a media plan built around the people who actually stay, not just the easy installs.
the result
Growth you can trust, built on honest numbers and a clear view of what's really driving it.
Growth · live cohort
trailing 8 weeks
User acquisition+42%
ROAS optimization3.2×
D30 retention+18%
What we run
iOS · Android · SteamUser acquisition
Full-funnel UA across Meta, Google, TikTok & Apple Search, bid, budget, and audience work tuned to LTV.
Creative testing & production
A weekly concept-to-cut pipeline: statics, video, playables, shipped, measured, iterated on data.
App Store Optimization
Store pages, keywords, and creative sets that lift conversion, the cheapest install you'll ever buy.
Influencer & UGC
Creator sourcing, briefing, and paid amplification, reach that reads as recommendation, not an ad.
Retention & LiveOps
Onboarding, lifecycle, and event cadence that turns installs into a D30 curve you can bank on.
Analytics & incrementality
MMP setup, cohort truth, and lift tests, so budget follows what actually moves the needle.
40M+
installs driven
$14M+
ad spend managed
3.2×
median ROAS lift
120+
creatives / month
Trusted by studios & app teams
Case study · Tidebreak Studio · soft launch → global
From a stalled soft launch to a profitable global scale.
We rebuilt the creative testing engine, re-cut the store page, and rebalanced spend toward the cohorts that paid back, then scaled the winners across three regions.
-38%
cost per install
2.9×
D90 ROAS
1.8M
installs / quarter
"They actually cared about our game. They were straight with us about what was working, and it showed in how they ran everything."
Founder
A small team that stays close to the work.
Mich Agency is founded and led by Irina Borodina. On the apps side, a small, dedicated team owns your UA, creative, and reporting directly, so you always work with people close to the account.
"We only take on work we believe in, and we tell you the truth about it, the wins and the parts that still need work."Connect with Irina on LinkedIn ↗
Recognition & affiliations
- Ambassador Women in Games
- Ambassador Women in Tech Global
- Volunteer Startup Lithuania · StartupFair 2019
Questions
What working with us looks like.
What size of app or game do you work with?
We work with teams that already have a product people come back to, from a soft launch that needs a route to scale, through to established apps spending seriously on user acquisition. What matters more than headcount or budget is retention: if the product does not hold onto users, paid media only makes the leak more expensive.
Which channels do you buy on?
Primarily Meta, Google, TikTok, and Apple Search Ads, extended with programmatic and influencer where the maths supports it. We do not run every channel by default. We start where your audience actually is, prove it works there, and widen from there.
How do you measure success?
On the metrics that matter to your business, agreed with you before the work starts rather than chosen afterwards to flatter the result. We report against them openly, including the parts that are not working. Where volumes allow we use incrementality testing so you can see the spend that genuinely added revenue rather than the spend that took credit for it.
How quickly will we see results?
Early creative tests come first, and a read on which concepts are working follows soon after. Numbers you can actually rely on take longer, because a result read too early is noise rather than signal. We would rather tell you that than show you an encouraging chart built on a week of data.
Do you produce the creative as well?
Yes. Creative is where most of the performance is won, so we treat concepting, production, and iteration as part of the media work rather than something bought separately. That covers video, statics, playables, and UGC.
Where are you based, and who will we work with?
We work with clients across Europe, with a concentration in Lithuania, Poland, and Germany, and with teams further afield. You work directly with the people running your account rather than through an account manager relaying messages.
Start a project
Let's grow your app.
Send us the app, the goal, and the current numbers. We'll come back with a point of view, not a pitch deck.