(SeaPRwire) –   MONTREAL, May 4, 2026 – Mistplay, a premier play-and-earn loyalty and rewards platform for mobile gamers, has announced the acquisition of MyChips SRL, a subsidiary of the global rewarded advertising platform MAF. Through this acquisition, Mistplay speeds up the growth of its network and solidifies its status as a frontrunner in the rewarded advertising sector.

Rewarded advertising has quickly emerged as a vital channel for acquiring mobile users, providing high-intent users throughout the entire funnel and producing measurable improvements in retention, engagement, and monetization. By incorporating MyChips, Mistplay further broadens its LoyaltyPlay global partner network, thereby opening up fresh inventory for advertisers.

MyChips operates within hundreds of applications throughout North America, APAC, and Europe, granting advertisers entry to novel and incremental audiences. Once integrated into Mistplay’s LoyaltyPlay network, it extends the company’s rewarded experiences over a wider app ecosystem. This outcome achieves a larger scale in delivering high-intent users, while offering advertisers increased flexibility to boost acquisition, engagement, and long-term return on ad spend (ROAS).

“For ten years, Mistplay has spearheaded the industry by demonstrating that compensating users for their time yields superior results universally—ranging from deeper player engagement and breakthrough advertiser performance to a flourishing ecosystem. The team at MAF shares this belief and has constructed an outstanding business based on it. United, we are solidifying the rewarded model as the advertising industry’s future and establishing a fresh benchmark for what this sector can deliver for advertisers, publishers, and users.” — Tricia Han, CEO of Mistplay

We evaluated numerous strategic options for MAF, but Mistplay distinguished itself because our visions are intrinsically aligned, centering on loyalty and long-term user value within rewarded advertising. Their differentiating factor is the trust they have cultivated at scale over the last decade. There is an organic synergy between our products and a mutual understanding of the industry’s trajectory. This is the ideal home for the business we have constructed. — Riccardo Fuzzi, CEO of MAF

The MyChips platform continues to operate fully, with teams based in Europe and APAC transitioning to Mistplay to assist partners.

About Mistplay

Mistplay is a trailblazer in the play-and-earn sector, supplying rewarded advertising and monetization tools to mobile game and app publishers globally. Utilizing its AI engine and play-to-earn framework, Mistplay fosters sustainable growth and user engagement. Established in 2015 and based in Montreal, Mistplay collaborates with publishers to facilitate scalable rewarded engagement. Further details are available at business.mistplay.com.

About MAF

Established in 2016, MAF is a leader in the rewarded advertising arena, offering innovative, non-intrusive advertising and monetization options for app developers. Its primary product, MyChips, was the initial offerwall to launch playtime rewards on iOS. It links brands with high-intent audiences and generates up to 20% higher eCPMs than conventional techniques. With locations in Europe, Asia, and the US, MAF works globally with advertisers, publishers, and developers to transform mobile advertising. For additional information, please visit www.maf.ad.

SOURCE Mistplay