Mistplay has acquired MyChips, the offerwall platform developed by MAF, in a move that expands its footprint across the global rewarded advertising market. As competition for high-quality users increases, the deal highlights the growing importance of opt-in, performance-driven ad formats.

MyChips adds distribution across hundreds of apps in Europe, APAC, and North America, giving Mistplay access to new inventory and audience segments. Integrated into its LoyaltyPlay network, the platform strengthens the company’s ability to deliver scalable user acquisition while improving flexibility for advertisers.

“For a decade, Mistplay has led the industry in proving that rewarding users for their time delivers superior outcomes across the board – deeper player engagement, breakthrough performance for advertisers, and a thriving ecosystem. 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 and setting a new standard for what this category can achieve for advertisers, publishers, and users alike.” — Tricia Han, CEO of Mistplay

“We looked at a lot of paths forward for MAF, but 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. There’s a natural fit between our products and a shared sense of where this space is going. That’s the right home for what we’ve built.” — Riccardo Fuzzi, CEO of MAF

The rationale is straightforward: rewarded formats continue to outperform more disruptive ad units when it comes to engagement, retention, and monetisation. Mistplay and MAF have been approaching that opportunity from different angles, one through play-an

d-earn loyalty, the other through lightweight, non-intrusive monetisation.

MyChips will remain operational, with its teams joining Mistplay to support partners across regions. With added scale and reach, Mistplay is doubling down on rewarded advertising as it looks to solidify its position in an increasingly competitive market.