On the 18th, Mistplay launched 'Mistplay Audience Network,' an integrated advertising platform designed to scale and extend the reach of rewarded advertising across the mobile ecosystem.

The global mobile gaming market has recently faced declining marketing efficiency due to rising user acquisition costs and stricter privacy policies. In response, Mistplay acquired Mobivity’s 'Connected Rewards' and MAF’s 'MyChips' earlier this year, integrating them into its B2B platform, 'LoyaltyPlay.'

Publishers can now reach tens of millions of active users worldwide who engage with everyday apps—such as finance, shopping, and dining—beyond the traditional, limited gaming audience. By integrating 'LoyaltyPlay' into games and in-app activities, a structure is created that provides users with rewards useful in their daily lives.

As a result, this increases user retention time and lifetime value, thereby boosting marketing efficiency. The integrated network is available for immediate use in North America, Europe, and the Asia-Pacific region.

Mistplay CEO Tricia Han stated, "Over the past decade, we have grown with a clear goal: to build a rewards ecosystem that provides tangible value to all participants. This launch is not just about following trends; it is the result of building a scalable, effective, and balanced platform based on years of insights gathered from our advertisers and partners." Han added, "Through this integration, we are now able to deliver powerful performance across our entire platform."

Mistplay Chief Commercial Officer (CCO) Aaron Tandi explained, "These were not just two separate acquisitions; they are two puzzle pieces of a strategy we have been preparing for years. Every step, from the launch of LoyaltyPlay to the acquisitions of Connected Rewards and MyChips, has been focused on expanding the potential of rewarded advertising." Tandi added, "Mistplay Audience Network is the culmination of those efforts—an integrated platform designed to allow advertisers to easily execute rewarded ad campaigns at scale."

Mistplay will unveil further details about the integrated network at 'MAU Vegas 2026,' held in Las Vegas from the 19th to the 21st.