Mistplay announced on the 6th that it has acquired 'MyChips,' a subsidiary of the global reward advertising platform MAF. This acquisition is a strategic move to expand Mistplay's partner network and strengthen its dominance in the reward advertising market.

Reward advertising, which provides incentives to users for completing specific actions, is considered an essential channel in the mobile app marketing industry. It is particularly effective for acquiring high-engagement users and improving retention in gaming apps. Through the acquisition of MyChips, Mistplay has significantly bolstered its 'LoyaltyPlay' network.

MyChips is a platform currently operating in hundreds of apps across North America, Europe, and the Asia-Pacific region. This integration allows Mistplay to offer advertisers a broader user reach, enabling them to improve long-term return on ad spend (ROAS) and execute more efficient user acquisition strategies.

The market expects this acquisition to generate technical synergies between the platforms beyond mere scale. With the mobile advertising industry facing targeting challenges due to stricter privacy policies, the combination of MyChips' offerwall technology and Mistplay's AI recommendation engine will enable more sophisticated, data-driven advertising.

"Over the past decade, we have confirmed that a model rewarding users for their time and engagement has a positive impact on the gaming ecosystem," said Tricia Han, CEO of Mistplay. "Since the MAF team shares these same values, the union of our two companies will set a new standard for both advertisers and users."

Riccardo Pucci, CEO of MAF, also commented, "Our direction aligned with Mistplay, which prioritizes loyalty and the long-term value of users. We have established an optimal foundation to expand the business we have built."

The reward-based engagement model in the mobile advertising market has been growing rapidly every year. MyChips is known as the first offerwall to introduce playtime rewards in an iOS environment, and it has demonstrated higher profitability compared to traditional methods.

Following the completion of the acquisition, the MyChips platform will continue to operate as usual. Specialized personnel in Europe and the Asia-Pacific region will join Mistplay to continue providing partner support.