NP Digital Expands with Yodel Mobile Acquisition
Deal News | Apr 08, 2025 | EIN
NP Digital, a prominent name in digital marketing, has inked a strategic deal to acquire Yodel Mobile, honored as the App Marketing Agency of the Year at the 2024 App Growth Awards. This acquisition underscores NP Digital's strategy to bolster its expertise in mobile app marketing, particularly through Yodel Mobile's noted capabilities in app store optimization, user acquisition, and consultancy. Yodel Mobile, founded in 2007 and a leader in its field, serves high-profile clients like Tinder and UKTV. Integrating Yodel's team will double NP Digital's footprint in London and deliver enhanced app growth strategies globally. This move aligns with NP Digital's broader strategy of supporting major brands with integrated app marketing services, highlighting the rising significance of apps in consumer engagement. The acquisition is a part of a larger M&A initiative with further expansions anticipated in 2025.
Sectors
- Digital Marketing
- Mobile Application Development
Geography
- United Kingdom – Yodel Mobile is based in the UK and its acquisition will significantly boost NP Digital's London office.
- United States – NP Digital is headquartered in the U.S. and aims to expand its app expertise to U.S. clients.
- Asia-Pacific – NP Digital has also expanded its presence to Asia-Pacific, aiming to offer its services across this region.
- Latin America – As part of NP Digital's international presence, it includes operations and expansions into Latin America.
Industry
- Digital Marketing – NP Digital and Yodel Mobile are involved in digital marketing with a focus on mobile app growth and user acquisition strategy.
- Mobile Application Development – Yodel Mobile specializes in app store optimization, user acquisition, and consultancy for mobile apps, making this industry relevant.
Financials
Participants
| Name | Role | Type | Description |
|---|---|---|---|
| NP Digital | Acquirer | Company | A global digital marketing agency focused on enterprise and mid-market brands. |
| Yodel Mobile | Target | Company | A UK-based mobile app marketing agency, recognized with awards for their app marketing expertise. |
| Mike Gullaksen | CEO | Person | CEO of NP Digital, providing strategic leadership on the acquisition. |
| Mick Rigby | Founder & CEO | Person | Founder and CEO of Yodel Mobile, involved in the merger discussions. |
| Mark Fagan | Managing Director EMEA | Person | Managing director of NP Digital in EMEA, commenting on the acquisition's regional impact. |