Mistplay expands rewarded advertising business with launch of Audience Network

Mistplay has introduced the Mistplay Audience Network, a new rewarded advertising platform that combines the company’s existing inventory with assets acquired through its recent purchases of Connected Rewards and MyChips.

The launch marks an expansion of Mistplay’s LoyaltyPlay platform as the company moves to broaden its reach across mobile apps beyond gaming. Connected Rewards, previously part of Mobivity, and MyChips, acquired from Majid Al Futtaim, are now integrated into the unified advertising system.

According to the company, the new network gives gaming advertisers access to audiences across consumer app categories including finance, shopping, fuel, restaurants, convenience services, and retail apps. The combined network spans North America, Europe, and Asia and reaches tens of millions of monthly active users.

Mistplay said the platform is designed to help publishers improve user engagement, retention, and lifetime value through rewarded gameplay and in-app activities tied to real-world incentives.

The company has increasingly focused on rewarded advertising as publishers look for alternative monetization strategies and stronger user retention models in mobile apps. By integrating external inventory into its ecosystem, Mistplay is positioning the Audience Network as a broader advertising and loyalty infrastructure rather than a standalone gaming rewards platform.

The Audience Network operates through LoyaltyPlay, which allows publishers and brands to embed reward-based experiences directly into their existing applications. Users can earn incentives while completing gameplay tasks or engaging with app activities.

Mistplay executives described the launch as part of a longer-term expansion strategy centered on scaling rewarded advertising capabilities through acquisitions and platform integrations.

The company plans to officially present the Mistplay Audience Network at MAU Vegas 2026, scheduled to take place between May 19 and May 21.

Founded in 2015 and headquartered in Montreal, Mistplay operates in the mobile gaming rewards and advertising sector, offering monetization and engagement solutions for publishers and advertisers.