Mistplay has signed a definitive agreement to acquire Mobivity Holdings Corp.’s Connected Rewards platform and related assets, a deal the companies say will broaden Mistplay’s LoyaltyPlay business and deepen its ability to help brands and app publishers tie mobile gameplay to real-world rewards.
The transaction is expected to close in early Q1 2026, subject to customary closing conditions. Financial terms were not disclosed.
Mistplay, known for its play-and-earn rewards model for mobile gamers, said adding Connected Rewards will extend LoyaltyPlay beyond in-app engagement to include real-world purchasing moments and existing brand loyalty ecosystems. The combined offering is positioned as an omnichannel toolkit for publishers seeking to build loyalty programs that span digital engagement and offline incentives, while giving brands a way to link gameplay activity to measurable outcomes such as repeat visits and spending.
LoyaltyPlay functions as a gaming reward hub that lets users earn in-app rewards through gameplay and in-app activities, which Mistplay says can improve retention, lifetime value, and monetization for publishers. Connected Rewards enables consumers to earn brand offers and real-world rewards through gameplay, connecting mobile game participation with online and in-store redemption.
Mistplay said it also sees potential to extend the combined capabilities into additional verticals, including fintech and e-commerce, where rewards programs are increasingly used to drive customer engagement and value.
Mobivity, which focuses on using its cloud-based Connected Rewards technology to connect brick-and-mortar brands’ offers to consumers through mobile games, said the integration into Mistplay’s platform will expand how brands interact with customers across more touchpoints while maintaining brand identity and customer flow.
Support: Mistplay was advised by Reed Smith LLP as transaction and U.S. counsel, with Fasken Martineau DuMoulin LLP serving as Canadian corporate counsel.
KEY QUOTES:
“Loyalty isn’t just about points or transactions – it’s about creating experiences that genuinely resonate with users wherever they interact. By bringing Connected Rewards into Mistplay’s B2B product suite, we’re bringing brands more options to engage users in meaningful and personal ways, in all the channels that brands touch their customers: in-app, in the real world, and everywhere in between. This acquisition opens new opportunities to reimagine how brands build loyalty and build authentic relationships with their audiences via mobile gaming.”
Tricia Han, CEO of Mistplay
“Mobivity’s Connected Rewards has always focused on using digital engagement to drive real-world action. Integrating the Connected Rewards technology into Mistplay’s global game discovery and rewards platform allows us to drastically enhance the way brands interact with their customers. The combined solution opens the door to new ways to engage users earlier, more often, and across more moments and personal interactions – all while staying true to brand identity and customer flow.”
Kim Carlson, CRO of Mobivity
