What MAF does

MAF (legal entity MyAppFree S.r.l., formerly myAppFree) is a privately held Italian mobile advertising network headquartered in Milan/Imola, founded in 2016 by Riccardo Fuzzi (CEO), Alessandro Del Grano (COO), and Massimo Caroli (CBO). The company operates a two-sided platform connecting mobile app publishers seeking monetization with advertisers seeking high-quality user acquisition, distributed through a self-serve dashboard at dashboard.maf.ad and complemented by direct sales. Its core product, MyChips, is an offerwall solution that pioneered playtime-rewards advertising on iOS and supports formats including Play2Earn (engagement-based rewards) and Multi-Reward (step-based offers), reported in case studies to raise D14 retention from 4% to 18% and deliver 170% ROAS for gaming customers. MAF monetizes primarily through advertising network fees, transaction commissions on completed offerwall actions, and affiliate/referral economics on user acquisition campaigns, with custom quote-based pricing and pay-as-you-go billing.

Underlying technology includes SDK, iFrame, and Direct Link integration methods, integration with 150+ ad networks and 3,000+ campaigns, and an algorithmic campaign optimization layer that the company claims delivers eCPMs up to 20% above traditional networks. The platform integrates with measurement and fraud-prevention partners (Singular, Verisoul, Scrambly). Operating geographies span North America, Europe (12+ countries), Asia-Pacific (Japan, Singapore, India), South America (Chile, Brazil), and the Middle East (Saudi Arabia). Notable named customers include Revolut (multi-country fintech expansion), Midnite Games (Survivor Idle Run), and gaming publishers Joycity, Murka, IGG, Dena, and Toydium.

In May 2026 MAF sold its MyChips SRL subsidiary to Mistplay, integrating the offerwall into Mistplay's LoyaltyPlay platform, signaling a strategic refocus of the remaining business on user acquisition via the MAF Advertising Platform and remaining ad formats (inWall, App Discovery). MAF has historically been bootstrapped, with only ~$446K in disclosed funding across four small rounds between 2015 and 2020, and has earned recognition including the Financial Times FT 1000 (88th fastest-growing company in Europe, 4th in advertising and marketing, 2023), AppsFlyer Performance Index 2025 (Top Media Source - Gaming APAC), and the Singular ROI Index (Top Ad Network, #1 Rewarded Source, #2 Growth Partner).

Name

MAF

Legal name

MyAppFree S.r.l.

Website

https://maf.ad

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

101–250 employees

Short description

MAF (MyAppFree S.r.l.) is a bootstrapped Italian mobile advertising network offering a self-serve platform that connects mobile app publishers with advertisers through rewarded offerwall (MyChips) and user acquisition campaigns across North America, Europe, APAC, and South America.

Ownership category

akta.pro rank

Product category

Mobile Advertising Network

NAICS

Advertising Agencies (54181)

SIC

Services-Advertising (7310)

akta.pro primary industry

Offerwalls, Rewards & Performance Monetization (UA-linked payouts) (MPAFAJAI)

akta.pro secondary industry

In-Game Advertising & AdTech (networks, mediation, measurement) (MPAFAJAH)

Keywords

• Mobile ad network
• Rewarded advertising
• Offerwall platform
• App monetization
• User acquisition

Headquarters

HQ city

Imola

HQ country

Italy

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Operations, Marketing or Sales, Supply Chain

Revenue model

1. Advertising Network Services: MAF acts as an intermediary between app publishers (who need to monetize) and advertisers (who want to acquire users). The company earns revenue through ad network fees, connecting brands with high-intent audiences through rewarded advertising formats.
2. Offerwall Monetization: MyChips offerwall allows publishers to monetize non-paying users by rewarding ad engagement with premium benefits. MAF takes a commission or transaction fee from the advertising revenue generated through completed user actions.
3. User Acquisition Campaigns: Advertisers pay for campaigns to acquire high-quality users through MAF's network of publishers. MAF earns revenue based on campaign performance metrics like installs, engagements, or ROAS targets.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels5 records

Core offering

MAF operates a cross-device mobile app marketing platform that connects app publishers with advertisers through a rewarded advertising network. Its flagship MyChips offerwall and proprietary ad formats (Play2Earn, Multi-Reward, inWall, App Discovery) enable app developers to monetize non-paying users while letting advertisers acquire high-quality users through opt-in, engagement-based ad experiences.

Product overview

MAF is a mobile advertising network offering an all-in-one solution for app growth and monetization. The portfolio centers on MyChips as the core offerwall product, complemented by the MAF Advertising Platform for user acquisition. Key ad formats include Play2Earn (rewarded engagement-based format), Multi-Reward Ads (step-based offerwall), inWall (app and brand discovery), and App Discovery (native ads). The platform integrates 150+ ad networks and serves over 500 million ads, designed to deliver up to 20% higher eCPMs than traditional advertising methods.

Differentiator

Problem solved

Functional benefit

Brands

• MyChips: MAF's flagship offerwall product - the first offerwall to introduce playtime rewards on iOS, enabling publishers to monetize non-paying users by rewarding ad engagement with premium benefits
• inWall
• App Discovery
• Play2Earn

Products and services

• MyChips Flagship offerwall solution that rewards users for engaging with ads, featuring play-to-earn formats and multi-reward ad formats. Monetizes non-paying users by rewarding ad engagement with premium benefits, increasing LTV by up to 120%. Designed for mobile app publishers integrating via SDK, iFrame, or Direct link.
• Play2Earn A unique rewarded ad format that rewards users for their engagement and playstyle, delivering immersive gameplay experiences and higher retention rates (e.g., D14 retention increased from 4% to 18% in case studies).
• Multi-Reward Ads Step-based offerwall ad format where users complete multiple actions to earn incremental rewards, receiving a part of the reward for every completed step.
• inWall Advertising format that connects users with a broad selection of apps and brands they will enjoy within an offerwall experience.
• App Discovery Premium native ad format designed to elevate user experience while users discover new products and apps.
• MAF Advertising Platform Self-serve campaign management platform for advertisers to create user acquisition campaigns that reach new high-quality users through discovery-based advertising, with algorithm-powered campaign customization for optimal ROAS. Integrates with 150+ networks and offers 3,000+ campaigns.

Quantifiable outcome

• Increases LTV by up to 120%
• +4 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature5 records

Partnerships

Two partnerships are on record, tiered core.

• MistplaycoreStrategic or Co-development Partner · 1 May 2026Mistplay acquired MyChips SRL from MAF in May 2026. The MyChips platform was integrated into Mistplay's LoyaltyPlay platform along with Connected Rewards to create a combined rewarded advertising network spanning North America, Europe, and Asia.
• Ciao GamescoreStrategic or Co-development PartnerCiao Games is MAF's exclusive game publisher partner providing top-performing offers available exclusively on the MyChips wall. This exclusive partnership ensures quality game offers for the MyChips offerwall network.

Scale indicators7 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Digital Turbine: Digital Turbine provides mobile ad delivery, mediation, and app install technology through its Ignite platform. It competes with MAF on advertiser demand and publisher monetization at much larger scale.
• AdColony (Digital Turbine): AdColony, part of Digital Turbine, is a mobile video ad network serving advertisers and app publishers. It overlaps with MAF in mobile app advertising supply and demand.
• AppLovin: AppLovin is a major mobile ad network and monetization platform with AXON bidding engine and SparkLabs portfolio. It competes with MAF on app monetization and user acquisition across gaming and non-gaming verticals at significantly greater scale.
• ironSource (Unity): ironSource, now part of Unity, is a leading mobile ad mediation and offerwall network serving app publishers and advertisers globally. It overlaps with MAF on rewarded advertising and mediation while offering a much broader portfolio including mediation, analytics, and ad formats.
• Fyber (Digital Turbine): Fyber, now part of Digital Turbine, operates a mobile ad mediation and offerwall platform for app publishers. It competes with MAF's MyChips offerwall while offering additional mediation, header bidding, and programmatic capabilities.
• Chartboost (now LoopMe): Chartboost was a mobile gaming-focused ad network and mediation platform offering direct deals and programmatic inventory for game publishers. It serves the same mobile gaming publisher base as MAF.

Emerging players

• Persona.ly: Persona.ly is a rewarded UA and programmatic ad network for mobile apps and games, focused on user acquisition through tailored rewarded experiences. It directly competes with MAF in the rewarded UA category with similar SDK-based integration.

Direct peers

• Tapjoy: Tapjoy is a pioneer in offerwall-based rewarded advertising for mobile apps, directly competing with MAF's MyChips offerwall. Both platforms monetize non-paying users by rewarding ad engagement, targeting the same app publisher and advertiser base.
• Liftoff: Liftoff is a mobile ad network focused on user acquisition and retargeting for apps and games, directly competing with MAF's advertiser platform. Both offer programmatic and rewarded formats aimed at high-quality user acquisition.
• Mistplay: Mistplay is a rewarded play-and-earn platform for mobile gamers and acquired MAF's MyChips subsidiary in May 2026. It operates in the same rewarded-advertising category with overlapping publisher integrations across North America, Europe, and Asia.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/myappfree
• LinkedInlinkedin.com/company/myappfree-s-r-l-

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 record

Funding overview

Funding rounds4 records

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about MAF