MontrealMay 6, 2026 /PRNewswire/ — Mistplay, the world’s leading mobile play-to-earn incentive and loyalty platform, today announced the official acquisition of MyChips SRL, a subsidiary of the global incentive advertising platform MAF. Through this acquisition, Mistplay will accelerate its global business expansion and further solidify its leadership position in the incentive advertising sector.
As one of the core channels for mobile user acquisition (UA), incentive advertising reaches high-intent users across the entire funnel, delivering significant and measurable benefits in enhancing player retention, engagement, and monetization efficiency. The addition of MyChips will further expand Mistplay’s LoyaltyPlay global partner network, unlocking new traffic channels for advertisers.
MyChips’ operations span hundreds of applications across North America, Asia-Pacific, and Europe, providing advertisers with access to entirely new audience segments. By integrating into Mistplay’s LoyaltyPlay network, MyChips extends the company’s incentive experience to a broader app ecosystem. This not only enables higher-scale reach to high-intent users but also offers advertisers greater flexibility in driving user acquisition, engagement, and long-term return on ad spend (ROAS).
“For a decade, Mistplay has led the industry, proving that rewarding players for their time in-game delivers comprehensive, outstanding results—deeper player engagement, breakthrough performance for advertisers, and a thriving ecosystem. The MAF team shares this same belief and has built an exceptional business around it. By joining forces, we are shaping the incentive model into the future of advertising and setting a new benchmark for how this space empowers advertisers, publishers, and users alike.” — Tricia Han, CEO of Mistplay
“When charting the future direction for MAF, Mistplay stood out for its vision, which aligns closely with ours—placing loyalty and long-term user value at the core of incentive advertising. What truly sets them apart is the brand credibility they have built globally over the past decade. Our products are highly complementary, and we share the same foresight on industry trends. For everything we have built, this is the ideal home.” — Riccardo Fuzzi, CEO of MAF
MyChips platform remains fully operational, and its teams in Europe and Asia-Pacific will join Mistplay to continue supporting partners.