Our vision

Ideas that make us different

Founded on a mathematical theory

The origin

When our founders Pierre-Louis Lions and Jean-Michel Lasry started working on the Mean Field Game (MFG) theory, what they had in mind was the modeling of individuals’ behavior in crowded places.

Actually, Jean-Michel Lasry first thought about the theory when driving around the crowded Place de l’Etoile in Paris. He noticed how each individual driver followed their path according to what other drivers did as a whole.

Lasry understood that any given driver was not taking care of one particular driver’s actions but rather how the cars were moving as a whole, and how this whole was moving with respect to a certain distribution. Modeling how people individually behave as a whole: this was the start of the Mean Field Game theory and the start of MFG Labs.

Every business is a digital business

New playgrounds

At our very beginning, we worked hard to apply this mathematical asset into the promising, and still emerging digital market. We found there was a perfect fit for our mathematical roots: information everywhere, in everything, present in a quiet and non-intrusive fashion. Everyday objects are able to share data and create major opportunities for entire industries to build digital ecosystems.

We are rapidly becoming a programmable world; digital is surrounding us, with a lot of new interactions to capture, and the possibility to truly understand how humans behave, not just drivers or pedestrians but individuals in a moving environment.

From story telling to story living

New playbooks

Individuals are connected through communications and devices, they are digitally connected with each other through interests, opinions, experiences and purchases. These connections shape a whole new Information Map: a mapping of social networks, knowledge fields, and content types, producing a picture of people’s connected activities and behaviors. As a consequence brand identity can no longer be conveyed by a static message anymore.

The perception of a brand by consumers is now formed iteratively and behaviorally, through the multiple interactions along the consumer’s journey. Brands become relations, shaped as much by themselves as by the audience which interacts with them.

This is why when it comes to people who consume their products and/or services, brands need to reboot and think differently, to build up their own map and make the right choices. What is required is not a small improvement. It is a new approach to the overall logistics of information, that will take the interactions between brands and consumers beyond transactions towards a personalization.

Personalization and purpose are the instruments for brands to stay relevant in this digital world. Consumers are demanding a more humanized relationship. Brands need to infuse empathy and delight into every touchpoint, and be present in every interaction.

This is why we have grown up our team with digital thinkers, designers and data scientists with one goal in mind: augmenting the consumer experience.

A new paradigm


Recording interactions is not just about deeper insights. Technology has brought us to a point where enterprises must hit the “reset” button, and shift from focusing on cost and channels, to focusing on how to use channels and the data derived from them to build long term strategy and productive relationships. We designed our team to help brands change faster: we are a hybrid company between products and services.

We are a product company because we bring our R&D technology to brands, and we are a service company because we always develop tailored solutions that match the precise needs of brands.

Introducing our operating model

A unique platform of assets

Consumer data is strategic today for brands because it allows them to better anticipate consumer needs and to set appropriate marketing strategies. Nevertheless a large part of consumer data is controlled by corporations such as Facebook, Twitter and Google. These corporations determine ever-evolving rules which brands often struggle to keep up with. While Facebook, Twitter, Google offer advertising targeting capabilities, they cannot really leverage their data on consumers to help brands offer better services. This is why brands are more legitimate to augment the consumer experience, and should be focused on getting consumer data.

Most brands do not currently have the adequate in-house resources to generate and understand data and the way to process it. They need design and technological know-how to make the most out of consumers data. It is a challenge, but mostly a land of greenfield opportunity.

We are here to help brands figure out the logistics of getting it done with our unique operating model.

A chart showing MFG Labs model
  • Technological components

    We are fascinated by the commonalities between the programs we develop, even though they deliver very different services, they share the same building blocks: hosting providers, architecture of systems, code patterns, the different algorithms we implement, up to the user interface. Learning from these commonalities is what makes us excel. Sometimes, we share these building blocks: we strongly believe in open-source as an optimal way to deliver and build robust software libraries while contributing to the developing community. Notable open sourced projects include Akka-Stream Extensions, Commons AWS, the MFG Labs iconset or Précepte.

  • Research and development

    As masters of both Big Data and Small Data, we are fully aware that different models go for different problems. As a consequence, we use a wide arsenal of applied maths to solve the complex challenges of our clients (Machine Learning, Econometric Modeling, Operational Research, Agent-Based Modeling…). We excel at shortening time between research phases and development phases. The proximity we have with international-class researchers from various top universities around the world (Technion, Polytechnique, ENSAE, Dauphine) also gives us a dramatic advantage on very various topics such as Social Network Analysis, Clustering in Large Dimensions, Computational Advertising or Quantitative Marketing.

Our organisational framework is designed
 to master the programmable world.

Introducing our services


Digitalizing brand experience to enable personal relationship
 with consumers at scale.

Providing a seamless flow of digital experiences across the consumer journey is a key driver of engagement and loyalty. Billion of bytes of data consumers generate by interacting with these experiences allow brands to better understand their consumers and talk to them more efficiently. In this process, engagement grows with personnalisation. MFG Labs provides brands with digital ecosystems that automate consumer experience by capitalizing on behaviors history to generate highly personalized service. This is what we call Programmatic Consumer Experience, and we believe it not only makes people more open about brand messages, but also turn brands into a value provider.

They trust us

Our clients

  • Logo La Poste
  • Logo Warner Bros
  • Logo Mappy
  • Logo Leroy Merlin
  • Logo Voyages SNCF
  • Logo Henessey
  • Logo Orange
  • Logo World Energy Council
  • Logo Fivory
  • Logo BNP Paribas
  • Logo Canal+
  • Logo Bolloré
  • Logo IMD
  • Logo France
  • Logo Skyrock
  • Logo Dailymotion
  • Logo Salomon
  • Logo Vivendi
  • Logo Amer Sports
  • Logo Universal Music
Hello World