Mistplay Announces Acquisition of MAF's MyChips
Mistplay, a pioneer in "play-to-earn" reward advertising and monetization solutions, announced today the acquisition of MyChips SRL, a subsidiary of MAF and a global reward advertising platform. This acquisition will accelerate Mistplay's service expansion and aim for further growth as a leader in the reward advertising sector.
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- 📰 Published: May 7, 2026 at 20:00
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(This is an abridged translation of a press release announced in Montreal, Canada, on May 4, 2026, local time.)
Montreal, Canada (May 4, 2026) — Mistplay Inc. (Headquarters: Montreal, Canada; CEO: Tricia Han; hereinafter Mistplay), which provides "play-to-earn" reward advertising and monetization solutions, today announced the acquisition of MyChips SRL, a subsidiary of MAF and a global reward advertising platform. Through this acquisition, Mistplay aims to accelerate its service expansion and achieve further growth as a leader in the reward advertising sector.
Reward advertising is rapidly growing as a primary channel for user acquisition in mobile. It acquires highly motivated users across the entire funnel, generating clear results in retention, engagement, and monetization metrics. With the addition of MyChips, Mistplay's global LoyaltyPlay network will further expand, bringing new distribution opportunities to advertisers.
MyChips is deployed in hundreds of apps across America, APAC, and Europe, allowing advertisers to reach new and broader audiences. By integrating into Mistplay's LoyaltyPlay network, the number of apps covered by its reward experience will increase, significantly expanding reach to highly motivated users. Advertisers will also be able to respond more flexibly to objectives such as user acquisition, engagement, and improving long-term ROAS.
"For ten years, Mistplay has shown the industry that rewarding users for their time yields superior results in all aspects. We have deepened player engagement, dramatically boosted performance for advertisers, and built a sustainable ecosystem. The MAF team shares this vision and has built an excellent business around it. Together, we will establish the reward model as the future of advertising, setting new value standards for advertisers, publishers, and users." — Tricia Han / Mistplay CEO
"We explored various options for the future of MAF. Among them, we determined that Mistplay was the most suitable partner, as our commitment to loyalty and long-term user value in reward advertising aligned. What we particularly valued compared to other companies was the trust Mistplay has widely built over the past decade. There is a natural affinity with our products, and our goals are aligned. Mistplay is the optimal partner for the business we have built." — Riccardo Fuzzi / MAF CEO
The MyChips platform will continue to operate. The teams in Europe and APAC will join Mistplay and continue to support partners.
About Mistplay
Mistplay is a pioneer in the "play-to-earn" sector, providing reward advertising and monetization solutions for mobile game and app publishers worldwide. Leveraging its AI engine and "play-to-earn" model, it achieves sustainable growth and engagement. Founded in 2015 and headquartered in Montreal, Canada, Mistplay collaborates with publishers to expand engagement through rewards. For more details, visit ja.business.mistplay.com.
About MAF
Founded in 2016, MAF leads the reward advertising sector by providing innovative, non-intrusive advertising and monetization solutions for app developers. Its flagship product, MyChips, is an offerwall that first introduced play-time-based rewards on iOS. It connects highly motivated users with businesses, achieving up to 20% higher eCPM compared to traditional methods. With bases in Europe, Asia, and America, MAF redefines mobile advertising by collaborating with advertisers, publishers, and developers. For more details, visit maf.ad/ja.
[Contact for this matter]
Mistplay Inc. Senior Marketing Manager Takashi Jona
takashi.jona@mistplay.com
Montreal, Canada (May 4, 2026) — Mistplay Inc. (Headquarters: Montreal, Canada; CEO: Tricia Han; hereinafter Mistplay), which provides "play-to-earn" reward advertising and monetization solutions, today announced the acquisition of MyChips SRL, a subsidiary of MAF and a global reward advertising platform. Through this acquisition, Mistplay aims to accelerate its service expansion and achieve further growth as a leader in the reward advertising sector.
Reward advertising is rapidly growing as a primary channel for user acquisition in mobile. It acquires highly motivated users across the entire funnel, generating clear results in retention, engagement, and monetization metrics. With the addition of MyChips, Mistplay's global LoyaltyPlay network will further expand, bringing new distribution opportunities to advertisers.
MyChips is deployed in hundreds of apps across America, APAC, and Europe, allowing advertisers to reach new and broader audiences. By integrating into Mistplay's LoyaltyPlay network, the number of apps covered by its reward experience will increase, significantly expanding reach to highly motivated users. Advertisers will also be able to respond more flexibly to objectives such as user acquisition, engagement, and improving long-term ROAS.
"For ten years, Mistplay has shown the industry that rewarding users for their time yields superior results in all aspects. We have deepened player engagement, dramatically boosted performance for advertisers, and built a sustainable ecosystem. The MAF team shares this vision and has built an excellent business around it. Together, we will establish the reward model as the future of advertising, setting new value standards for advertisers, publishers, and users." — Tricia Han / Mistplay CEO
"We explored various options for the future of MAF. Among them, we determined that Mistplay was the most suitable partner, as our commitment to loyalty and long-term user value in reward advertising aligned. What we particularly valued compared to other companies was the trust Mistplay has widely built over the past decade. There is a natural affinity with our products, and our goals are aligned. Mistplay is the optimal partner for the business we have built." — Riccardo Fuzzi / MAF CEO
The MyChips platform will continue to operate. The teams in Europe and APAC will join Mistplay and continue to support partners.
About Mistplay
Mistplay is a pioneer in the "play-to-earn" sector, providing reward advertising and monetization solutions for mobile game and app publishers worldwide. Leveraging its AI engine and "play-to-earn" model, it achieves sustainable growth and engagement. Founded in 2015 and headquartered in Montreal, Canada, Mistplay collaborates with publishers to expand engagement through rewards. For more details, visit ja.business.mistplay.com.
About MAF
Founded in 2016, MAF leads the reward advertising sector by providing innovative, non-intrusive advertising and monetization solutions for app developers. Its flagship product, MyChips, is an offerwall that first introduced play-time-based rewards on iOS. It connects highly motivated users with businesses, achieving up to 20% higher eCPM compared to traditional methods. With bases in Europe, Asia, and America, MAF redefines mobile advertising by collaborating with advertisers, publishers, and developers. For more details, visit maf.ad/ja.
[Contact for this matter]
Mistplay Inc. Senior Marketing Manager Takashi Jona
takashi.jona@mistplay.com