While most app developers struggle to get a single hit, one little-known French company has quietly built a machine.
They’re called MWM.
They’ve launched 43 apps, and 11 of them make over $100K per month. Their annual revenue? Roughly $60 million.
No hype. No headlines. Just consistent wins across the App Store.
Let’s break down how they did it – and what you can learn from them.
MWM’s Big Winners
While MWM has dozens of apps live, two generate nearly 40% of total revenue:
- Color Pop AI – A coloring book app powered by AI
- Beat Maker Pro – A DJ/beat-making tool
These two alone have brought in millions, but what’s really impressive is the breadth of their portfolio. Unlike most app studios that rely on 3–4 big hits, MWM has 11 apps crossing the $100K/month mark.
And they’re all non-gaming apps – a rare feat in the app world.
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From Developers to Publishers
MWM started as an in-house app development team.
But over time, they pivoted to become a publisher – just like Voodoo (also French), but focused on utility and creative apps instead of games.
Here’s how it works:
- You submit your app on their site
- If it has traction, they help scale it with product improvements, monetization, and paid user acquisition
They’ve essentially become a growth engine for indie developers.
Ratings Done Right
MWM’s apps have eye-popping review numbers:
- Color Pop AI → 4.8 stars from 507K users
- Beat Maker Pro → 4.7 stars from 474K users
The secret? Smart timing.
Color pop asked you for rating just after completing the first drawing.
Point is you need to ask for rating at the right time. Just after a win.
Simple Onboarding, Clear Pricing
Open any of MWM’s apps, and you’ll see a pattern:
- Onboarding is short and frictionless
- Subscription terms are clearly explained
- Free users see ads, much like in apps like Remini by Bending Spoons
There’s nothing fancy. Just clarity, consistency, and conversion-focused UX.
They’re Not Winning with ASO
Interestingly, MWM’s apps often don’t rank in the top 3 for major keywords like “coloring book” or “beat maker.”
But they don’t rely on App Store Optimization (ASO). Instead, they go straight to Apple Search Ads (ASA) and paid performance.
It’s a bold move but one that works when done right.
Paid Ads: A Key Growth Lever
MWM is heavy on paid acquisition across all major platforms:
- Apple Search Ads – For all their top keywords
- Google – Running over 200 active ads
- Facebook – 140+ ads for Beat Maker Pro, 50+ for Color Pop
They’re not dabbling. They’re scaling.
Let’s say they spend $1 on ads.
They might make $1.20 back that same day through subscriptions or one-time purchases.
And it doesn’t stop there.
These apps often monetize on weekly or monthly renewals, so revenue continues to compound over time.
That’s the power of a strong CAC < LTV loop.
Reverse-Engineer Their Ads (And You Should)
Want to know who they’re targeting?
Just check the EU Transparency labels on Meta, TikTok, and Google. These labels reveal:
- Age
- Location
- Gender
You get a full picture of their ideal customer – without spending a cent on research.
What You Can Learn from MWM
If you’re an indie dev or app studio, MWM’s playbook is a goldmine.
Here’s how to use it:
- Install their apps and study onboarding, paywalls, and UX flows
- Check their ASA and social ads to learn positioning and targeting
- Model their structure from review prompts to subscription pricing
They’ve already spent millions optimizing everything. You don’t have to start from scratch.
Final Thought
MWM isn’t flashy. They’re consistent.
They scale with systems.
They test fast.
They convert well.
And most of all – they understand what makes people pay.
If you want to build a sustainable app business, you don’t need a unicorn.
You just need a repeatable machine like MWM.
