Mistplay Acquires MyChips to Expand Rewarded Advertising

Mistplay, a prominent Canadian player in mobile loyalty and rewards, has significantly expanded its global reach by acquiring MyChips srl, the flagship product of MyAppFree spa. This strategic move integrates MyChips' rewarded advertising platform into Mistplay's existing LoyaltyPlay network, aiming to enhance its ability to connect with high-intent users and unlock new avenues for advertisers.

The acquisition bolsters Mistplay's capabilities in the rapidly growing rewarded advertising sector, a market segment that incentivizes user engagement through tangible benefits. This approach is increasingly favored by brands seeking deeper connections with consumers in the mobile space. The integration is expected to create a more robust ecosystem for both users and advertisers, driving greater value and interaction within the platform.

MyChips srl, founded in 2015 by Riccardo Fuzzi, Massimo Caroli, and Alessandro Del Grano, operates across numerous applications in North America, APAC, and Europe. The company's established presence in these key markets, coupled with its experienced team, will now be leveraged under the Mistplay umbrella. The MyChips European and APAC teams will transition to Mistplay, ensuring continuity and continued support for existing partners.

This expansion is backed by GrowthCurve Capital, the U.S. private equity firm that acquired a majority stake in Mistplay in December 2021. GrowthCurve Capital, founded by Sumit Rajpal, a former executive from Goldman Sachs Merchant Banking Division, specializes in control investments within financial services, information, healthcare, and technology sectors. Their backing underscores Mistplay's growth trajectory and strategic ambitions.

Riccardo Fuzzi, CEO of MAF (MyChips' commercial brand), expressed enthusiasm for the alignment of visions, stating, "We explored various paths for MAF, but Mistplay stood out due to our shared commitment to user loyalty and long-term value at the core of rewarded advertising." This sentiment highlights the synergistic potential of the combined entities.

The mobile advertising market continues to evolve, with user acquisition costs rising and a greater emphasis on retention and engagement. Rewarded advertising, as exemplified by this acquisition, offers a compelling solution by fostering genuine user interest and loyalty. Mistplay's strategic acquisition of MyChips positions it to capitalize on these market trends, offering a more comprehensive and effective solution for app developers and advertisers seeking to build lasting user relationships.

Legal counsel for Mistplay was provided by Hogan Lovells. MyAppFree spa received advisory services from ADVANT Nctm for M&A and corporate matters, and Gatti Pavesi Bianchi Ludovici for tax aspects.