Spicy Mobile

What Spicy Mobile does

Spicy Mobile is a Warsaw-based mobile marketing agency founded in 2013 by Artur Zawadzki and Rafał Karczewski, operating as a private Polish partnership (Spicy Mobile Karczewski Zawadzki Spółka jawna). The company delivers mobile advertising services combined with a proprietary AdTech technology stack, including MobiROI (a first-of-its-kind online-to-offline sales measurement system), Mobigate (behavioral targeting technology based on mobile application data), Spicy DSP (a 10 million PLN programmatic advertising platform built on machine learning algorithms predicting click probability and matching ads to user personality traits), and supporting capabilities in geolocation targeting, rich media creative, SMS/MMS, push notifications, and store visit tracking. Its platform collects up to 101 parameters per user for precise profiling and processes behavioral data from a Polish smartphone user base of up to 3 million.

The company operates a B2B sales-led go-to-market model, serving enterprise brands and media agencies through direct outreach, website contact forms, and industry events. Campaigns are executed under individual client contracts with dedicated account managers, generating revenue through campaign execution fees (performance-based or fixed-fee), bundled platform licensing of Spicy DSP/Mobigate/MobiROI, and data-driven marketing services that monetize behavioral profiling and analytics. Customer segments span retail and e-commerce (Żabka, Allegro, Carrefour, Stokrotka, Biedronka, MediaMarkt), FMCG and consumer brands (Wedel, Tyskie, Hochland, CeraVe), telecommunications (Orange, T-Mobile), entertainment and gaming (Netflix, PlayStation, Fortuna, Canal+), automotive (BMW), and quick-service restaurants (Pizza Hut), with 25+ named enterprise clients plus smaller SMB accounts.

Spicy Mobile maintains a 1-10 employee footprint, operates exclusively in Poland, and is founder-owned with no disclosed external institutional investors. The firm derives substantial intangible brand value from its IAB Polska honorary patronage (held since 2017) for annual mobile marketing industry reports, a co-financed R&D project with Poland's National Centre for Research and Development (NCBiR), and a Nielsen partnership for Digital Ad Ratings measurement integration. The company has also expanded via a wholly-owned subsidiary, Just Run App (founded 2018), focused on m-commerce app install promotion under a Cost Per Download model.

Name

Spicy Mobile

Legal name

Spicy Mobile Karczewski Zawadzki Spółka jawna

Website

https://spicymobile.pl

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

Spicy Mobile is a Warsaw-based mobile marketing agency serving Polish enterprise brands with proprietary AdTech tools including MobiROI (online-to-offline measurement), Mobigate (behavioral targeting), and Spicy DSP (programmatic platform), serving 25+ clients such as Żabka, Allegro, and Orange.

Ownership category

akta.pro rank

Product category

Mobile Marketing & AdTech

NAICS

Advertising, Public Relations, and Related Services (5418), Marketing Research and Public Opinion Polling (54191)

SIC

Services-Advertising (7310)

akta.pro primary industry

SMS & Mobile Direct Marketing Services (BPAFAKAI)

akta.pro secondary industry

Media Measurement, Attribution & Mix Modeling (MMM/MTA) (BPAFABAN)

Keywords

• Mobile marketing
• Programmatic advertising
• Behavioral targeting
• Adtech platform
• Mobile ad campaigns

Headquarters

HQ city

Warszawa

HQ country

Poland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Technology or R&D, Personnel, Marketing or Sales, Operations

Revenue model

1. Mobile Advertising Campaigns: Spicy Mobile creates and executes customized mobile advertising campaigns for brands, optimizing in real-time based on performance data. Revenue is generated through campaign execution fees, typically structured as performance-based or fixed-fee arrangements per client contract.
2. AdTech Platform Licensing: The company operates its own programmatic platform (Spicy DSP) and provides access to proprietary technology including Mobigate, MobiROI, and geolocation services. Platform access is bundled with campaign execution services.
3. Data-Driven Marketing Services: Services include behavioral targeting, audience profiling, and measurement analytics. Collects 101 parameters for precise user profiling and provides statistical reporting to clients.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

Spicy Mobile is a Polish mobile marketing agency that plans, designs, targets, executes, and measures mobile advertising campaigns for brands and advertisers. It combines proprietary AdTech tools — including MobiROI for online-to-offline sales measurement, Mobigate for behavioral targeting, and the Spicy DSP programmatic platform — with campaign execution, rich media creative production, geolocation, SMS/MMS, push notifications, and market research services focused on the Polish market.

Product overview

Spicy Mobile is a mobile marketing agency offering a comprehensive suite of AdTech tools. The core products include MobiROI (online-to-offline measurement system), Mobigate (behavioral targeting technology), and Rich Media (interactive advertising format). Supporting services include Geolocation targeting, SMS/MMS communication, Push Notifications, Store Visits tracking, Research services, and Sales/Lead campaigns. The company also developed its own programmatic platform called Spicy DSP worth 10 million PLN. All products leverage mobile data analytics, with the ability to collect up to 101 parameters for precise user profiling. The portfolio operates as an integrated ecosystem enabling brands to reach customers with precision through the entire mobile advertising funnel.

Differentiator

Problem solved

Functional benefit

Brands

• Mobigate: Premium ad network for publishers and advertisers that collects real-time data about mobile devices and user behavior, reaching up to 3 million smartphone and tablet users with precision targeting.
• MobiROI
• Spicy DSP
• Just Run App
• Mobience

Products and services

• MobiROI Unique measurement system that precisely evaluates how online advertising translates into real offline sales in brick-and-mortar stores, enabling real-time campaign optimization based on physical store sales data.
• Mobigate Innovative behavioral targeting technology based on data from mobile applications, enabling precise targeting by analyzing user behaviors within apps to reach specific audience groups.
• Spicy DSP Proprietary programmatic advertising platform valued at 10 million PLN, based on algorithms predicting the probability of clicking on advertisements and automatically matching advertising messages to user personality traits using machine learning.
• Rich Media Advanced interactive advertising format combining interactive elements, animations, video, and audio to create engaging mobile ad experiences.
• Geolokalizacja (Geolocation) Service enabling advertising campaign targeting based on user location, allowing precise geographic targeting to reach customers in selected areas.
• SMS/MMS Direct communication channel enabling personalized text and multimedia messages with high open rates (69% read within 5 minutes).
• Notyfikacje Push (Push Notifications) Fast and effective way to reach users of mobile applications and web browsers via direct device-screen notifications for promotions, news, and abandoned-cart reminders.
• Store Visits Service enabling tracking of advertising campaign effectiveness in terms of physical store visits, measuring how advertisements translate into foot traffic in brick-and-mortar locations.
• Badania (Research) Professional research services including surveys, focus groups, and data analysis helping brands understand customer needs and behaviors.
• Kampanie sprzedażowe/leadowe (Sales/Lead Campaigns) Dedicated performance-driven marketing campaigns aimed at increasing sales of products or services, precisely targeted and optimized for maximum effectiveness, with performance-based settlement options.

Quantifiable outcome

• 69% of SMS/MMS messages are read within 5 minutes of receipt
• +4 more outcomes

Named customers33 records

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature8 records

Partnerships

Eleven partnerships are on record, tiered minor and core.

• Girls Future ReadyminorGTM or Marketing Partner · 6 July 2023Foundation Girls Future Ready announced partnership with Spicy Mobile mobile marketing agency. The goal of the partnership is to increase reach for the foundation's key initiatives in Poland. Spicy Mobile contributes marketing expertise and reach to support the foundation's mission of promoting development of young women.
• IAB PolskacoreStrategic or Co-development PartnerSince 2017, Spicy Mobile has been creating industry reports under the honorary patronage of IAB Polska. The partnership involves annual collaborative research publications covering mobile marketing trends, with contributions from multiple industry experts and organizations. This is the most important industry publication on mobile marketing in Poland.
• NCBiR (Narodowe Centrum Badań i Rozwoju)coreStrategic or Co-development PartnerSpicy Mobile is implementing a project co-financed by the National Centre for Research and Development (NCBiR) under the 'Ścieżka dla Mazowsza' (Path for Mazovia) program. The project involves developing a segmentation platform for mobile advertising targeting.
• NielsencoreTechnology or IntegrationPartnership with Nielsen for Digital Ad Ratings measurement. This enables advertisers and publishers to use precise measurement of campaign effectiveness. The collaboration provides access to Nielsen's global standard for independent online campaign measurement, allowing comparison of mobile, desktop, and TV campaigns using the same metrics.
• GemiusminorStrategic or Co-development PartnerGemius is listed as a substantive partner for Spicy Mobile's annual reports, providing industry data and expertise for mobile market research publications.
• AllegrominorStrategic or Co-development PartnerListed as a substantive partner in Spicy Magazine 2025/2026 report, contributing insights on Gen Z consumer behavior in e-commerce.
• BLIKminorStrategic or Co-development PartnerListed as a substantive partner in Spicy Magazine 2025/2026 report, providing insights on mobile payments and digital transactions.
• Pracuj.plminorStrategic or Co-development PartnerListed as a substantive partner in Spicy Magazine 2025/2026 report, contributing data on Gen Z workplace expectations and employment trends.
• Fortuna Zakłady BukmacherskieminorGTM or Marketing PartnerSpicy Mobile partnered with Fortuna Online Zakłady Bukmacherskie (one of Poland's largest legal bookmakers) for Euro 2021 mobile advertising campaign using innovative ad format that dynamically displays match information and betting odds.
• La Mania HomeminorGTM or Marketing PartnerSpicy Mobile executed a drive-to-store advertising campaign with store visit measurement for La Mania Home's new ceramic tile line (Cerrad x La Mania Home collaboration).
• ItakaminorStrategic or Co-development PartnerTourism company listed as substantive partner in Spicy Magazine 2025/2026, contributing insights on Gen Z travel behavior and digital booking patterns.

Scale indicators7 records

Recent moves10 records

Expansion highlights6 records

Direct peers

• AdColony: Mobile ad network (now part of Digital Turbine) with rich media and programmatic mobile offerings. Comparable to Spicy Mobile's Rich Media creative formats and mobile ad network (Mobigate) capabilities.
• Blis: Location-based mobile advertising platform with behavioral targeting and footfall measurement. Highly comparable to Spicy Mobile's geolocation targeting and Store Visits offerings.
• Remerge: Programmatic in-app retargeting DSP with mobile-first audience targeting. Closely comparable to Spicy DSP's programmatic mobile offering, though operating at global scale rather than Poland-focused.
• RTB House: Warsaw-headquartered programmatic AdTech specializing in deep-learning-based retargeting across CEE and globally. Most comparable peer given shared Polish origin, programmatic platform DNA, and B2B advertiser focus.
• Ogury: Mobile advertising platform built on first-party mobile audience data and personified targeting. Highly comparable to Spicy Mobile's Mobigate behavioral targeting and Spicy DSP personality-matching approach.
• InMobi: Global mobile-first advertising and programmatic platform with deep mobile audience targeting, rich media, and measurement capabilities. Directly overlaps Spicy Mobile's mobile ad network, Mobigate targeting, and Spicy DSP offerings.

Broad incumbents

• AppsFlyer: Global mobile attribution and marketing analytics leader. Comparable to Spicy Mobile's MobiROI and Store Visits attribution layer, but operates at vastly larger scale and broader portfolio (fraud, audiences, incrementality).
• Criteo: Global retargeting and commerce media AdTech with measurement and audience products. Comparable to Spicy Mobile's audience targeting and programmatic retargeting but operating at much broader scale and retail-media scope.
• Adjust: Global mobile measurement and attribution platform (now part of Applovin). Comparable to MobiROI's attribution and reporting functionality, with deeper MMP scale and broader channel coverage.

Emerging players

• Airship: Mobile engagement platform specializing in push notifications, in-app messaging, and SMS. Directly comparable to Spicy Mobile's Push Notifications and SMS/MMS service lines, with stronger global enterprise footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/Spicy_Mobile

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Spicy Mobile