Mistplay, a leading play-and-earn rewards and loyalty platform for mobile gamers founded in 2015 and headquartered in Montreal, has acquired MyChips SRL, a subsidiary of MAF, a global rewarded advertising platform.
The acquisition accelerates Mistplay’s expansion of its LoyaltyPlay global partner network, unlocking new supply for advertisers across North America, Asia-Pacific, and Europe, where MyChips is active in hundreds of apps. The acquisition positions Mistplay as a more dominant player in the rewarded advertising category, providing advertisers with greater scale to deliver high-intent users and greater flexibility to drive acquisition, engagement, and long-term return on advertising spend. MyChips teams across Europe and APAC will join Mistplay to support existing partners.
Rewarded advertising has rapidly become a core channel for mobile user acquisition, delivering high-intent users across the full funnel and driving measurable gains in retention, engagement, and monetization performance. MyChips’ integration into Mistplay’s LoyaltyPlay network expands the company’s rewarded experiences across a broader ecosystem of apps, giving advertisers access to incremental audiences they could not previously reach through Mistplay’s existing platform alone. MAF, founded in 2016, describes its platform as connecting brands with high-intent audiences while delivering up to 20% higher effective cost per thousand impressions than traditional advertising methods.
Mistplay CEO Tricia Han described the MAF team as sharing Mistplay’s conviction that rewarding users for their time delivers superior outcomes — deeper player engagement, breakthrough performance for advertisers, and a thriving ecosystem — and framed the acquisition as cementing the rewarded model as the future of advertising. MAF CEO Riccardo Fuzzi characterized Mistplay as the right home for what MAF built, citing the trust Mistplay has built at scale over a decade and the natural product fit and shared sense of where the rewarded advertising category is headed.
The deal reflects continued consolidation in the mobile advertising technology sector as larger platforms seek to expand supply and advertiser reach through acquisitions of complementary networks. For Mistplay, the addition of MyChips’ active developer and advertiser relationships across three major geographies meaningfully expands the company’s addressable market and competitive moat in the rewarded advertising category.
KEY QUOTES:
“For a decade, Mistplay has led the industry in proving that rewarding users for their time delivers superior outcomes across the board. The MAF team shares that conviction and has built an exceptional business around it. Together, we’re cementing the rewarded model as the future of advertising.”
Tricia Han, CEO, Mistplay
“Mistplay stood out because our visions are fundamentally aligned, with loyalty and long-term user value at the core of rewarded advertising. What set them apart is the trust they’ve built at scale over the past decade.”
Riccardo Fuzzi, CEO, MAF
