Mistplay Acquires MyChips to Expand Global Rewarded Advertising Capabilities
Mistplay, a leading play-and-earn rewards and loyalty platform for mobile gamers, has announced its acquisition of MyChips SRL, a subsidiary of MAF and a recognized global rewarded advertising platform. This strategic move marks a significant step in Mistplay’s mission to scale its global presence and strengthen its leadership in the rewarded advertising ecosystem.
Strengthening Leadership in Rewarded Advertising
Rewarded advertising has quickly emerged as a powerful channel for mobile user acquisition. By delivering high-intent users across the full marketing funnel, it enables brands to achieve measurable improvements in user retention, engagement, and monetization.
With the addition of MyChips, Mistplay significantly expands its LoyaltyPlay global partner network, unlocking new inventory and opportunities for advertisers seeking scalable, performance-driven solutions.
Expanding Global Reach and Inventory
MyChips operates across hundreds of mobile apps spanning North America, APAC, and Europe. Its integration into Mistplay’s ecosystem enhances the platform’s ability to deliver rewarded experiences across a broader and more diverse network.
This expansion provides:
- Increased scale in acquiring high-intent users
- Greater flexibility for advertisers
- Improved long-term return on ad spend (ROAS)
- Enhanced engagement and retention opportunities
A Shared Vision for the Future of Advertising
Tricia Han, CEO of Mistplay, emphasized the long-term impact of the acquisition:
“For over a decade, Mistplay has demonstrated that rewarding users for their time drives superior outcomes—from deeper engagement to exceptional advertiser performance. With MAF, we’re reinforcing the rewarded model as the future of advertising and setting a new benchmark for the industry.”
Riccardo Fuzzi, CEO of MAF, highlighted the strategic alignment behind the deal:
“Mistplay stood out due to its strong focus on loyalty and long-term user value. Their proven ability to build trust at scale makes them the ideal partner for the next phase of growth for what we’ve built with MyChips.”
What This Means for Advertisers and Publishers
This acquisition positions Mistplay to offer a more robust, scalable, and performance-driven rewarded advertising platform. Advertisers can now access a wider global audience, while publishers benefit from enhanced monetization opportunities within a trusted ecosystem.
Final Thoughts
As rewarded advertising continues to reshape mobile marketing strategies, Mistplay’s acquisition of MyChips signals a clear commitment to innovation, scale, and long-term value creation. The combined strengths of both companies are set to redefine how brands engage users through rewards-based experiences.
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