Mistplay

Mistplay operates a hybrid model combining a consumer-facing gaming rewards app with B2B adtech and loyalty solutions. On the demand side, mobile game publishers and marketers pay to access rewarded user acquisition placements and retention-focused campaigns within Mistplay’s owned app ecosystem. On the supply and monetisation side, app publishers and game developers integrate Mistplay products such as LoyaltyPlay and HEX to earn performance-based revenue from rewarded game discovery and engagement. The company creates value by aligning consumer incentives, proprietary gaming inventory, and measurable advertiser outcomes.

Mistplay is a Canadian mobile gaming company operating a consumer rewards app alongside B2B products for mobile game publishers, app publishers, brands, and retailers. Its core proposition is play-and-earn: consumers receive rewards for gameplay, while paying customers use Mistplay’s owned audience, rewarded placements, and loyalty mechanics to acquire users, improve retention, and generate incremental monetisation. The company also expanded its loyalty capabilities through the acquisition of Connected Rewards.

The business makes money primarily from advertiser and publisher spend tied to performance outcomes such as installs, engagement, retention, and loyalty actions. Rather than relying mainly on direct consumer payments, Mistplay monetises its proprietary in-app inventory and reward system as a performance marketing and loyalty platform for businesses.