London, UK, 12 June 2023

MGI – Media and Games Invest (MGI): Building adtech market presence

MGI – Media and Games Invest (MGI) is building a strong position in the programmatic adtech sector, under the Verve name. Its supply (publishing) side is expanding its customer base in a difficult market, with Verve now the largest mobile in-app provider for Google in North America and EMEA and fourth largest on iOS. Verve’s demand (advertising) side is growing strongly, from a lower base. The group’s Q123 revenues were up by 1% (organic, +4% with currency), while lower costs from the slimmed-down games portfolio and the operational benefit of the combined tech stacks have lifted margins faster than we anticipated. The share price is at a sizable discount to peers. In our view, this does not reflect the value inherent in MGI’s large first-party data resource, AI-driven targeting or the scale of its opportunity.

MGI’s share price is down 38% year-to-date, versus an 11% median gain across global adtech peers (in a very wide range of +108% to -40%). MGI’s shares are valued below both adtech and gaming peers. Across averaged FY22–24 EV/sales and EV/adjusted EBITDA, parity would imply a share price of €3.57 (€3.50 in our March update). A DCF now indicates €3.91 (was €3.80).

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