adjoe
adjoe is a Hamburg-based mobile adtech company that operates a rewarded advertising platform connecting app publishers, mobile game advertisers, DSPs, and consumer brands through its Playtime format, in-house SSP, and white-label Arcade loyalty solution, serving 770M+ users globally.
- Company typePrivate
- Founded2018
- HeadquartersHamburg, Germany
- Headcount101–250
- GTM typeB2B
- OfferingSoftware
What adjoe does
adjoe is a Hamburg-headquartered mobile adtech company founded in 2018 that operates a rewarded advertising platform connecting mobile app publishers, mobile game advertisers, DSPs, and consumer brands. Its core products include Playtime (an arcade-style rewarded engagement format that lets users play mobile games to earn host-app currency, achieving 60-80 installs per mille), adjoe Ads (programmatic display advertising with rewarded video and interstitial formats), adjoe Exchange (an in-house SSP connecting DSPs to premium gaming inventory), and adjoe Arcade (a white-label gamified loyalty solution). The platform is built on a Golang microservices architecture (480k+ lines of code, 120+ services), Kubernetes-based infrastructure handling 5+ billion daily API requests, and ML-driven targeting and anti-fraud systems.
The company monetizes primarily through performance-based advertising — charging advertisers on CPI (cost per install) or CPE (cost per engagement) — while offering free SDK integration to publishers with revenue share on monetization. adjoe serves a global customer base spanning mobile gaming publishers (Gameloft, Huuuge Games, Homa, Trailmix), consumer loyalty and fintech apps (Fetch Rewards, LINE, ZBD, Atlas Reality, Beem, GasBuddy), DSPs (Liftoff, Mintegral, InMobi, Vungle, Kayzen), and 100+ brands via the GetJacked commerce partnership. Distribution combines self-service SDK onboarding for publishers with direct enterprise sales for advertisers and brands, supported by a multi-region office footprint.
adjoe is privately held and backed by Bertelsmann (€100M investment in 2021) and parent company applike group, operating from Hamburg with offices in Boston, Singapore, Tokyo, Beijing, Sydney, São Paulo, and Berlin. The company employs 250+ people globally, reaches 770+ million mobile users in its ecosystem, and has achieved recognition as the #1 rewarded ad network by volume on both iOS and Android according to AppsFlyer's 2025 Performance Index.
adjoe firmographics
Firmographics- Name
- adjoe
- Legal name
- adjoe GmbH
- Website
- https://adjoe.io
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- adjoe is a Hamburg-based mobile adtech company that operates a rewarded advertising platform connecting app publishers, mobile game advertisers, DSPs, and consumer brands through its Playtime format, in-house SSP, and white-label Arcade loyalty solution, serving 770M+ users globally.
- Ownership category
- akta.pro rank
adjoe industry classification
Industry- Product category
- Mobile Adtech Platform
- SIC
- Services-Advertising (7310)
- akta.pro primary industry
- Offerwalls, Rewards & Performance Monetization (UA-linked payouts) (MPAFAJAI)
- akta.pro secondary industries
- In-Game Advertising & AdTech (networks, mediation, measurement) (MPAFAJAH), Player Account Management (PAM), CRM & Loyalty Platforms (MPAEAKAF)
Keywords
Where adjoe is headquartered
LocationHeadquarters
- HQ city
- Hamburg
- HQ country
- Germany
- HQ region
- Europe
Offices8 records
Markets served
adjoe business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Infrastructure, Marketing or Sales, Operations
Revenue model
- Performance-based advertising (CPI/CPE): adjoe charges advertisers on a cost-per-install (CPI) or cost-per-engagement (CPE) basis. The company acts as a UA (user acquisition) platform for mobile game advertisers, connecting them with engaged users through Playtime and other ad formats.
- Publisher revenue share: Revenue is shared with publishers who integrate Playtime or adjoe Ads solutions. Publishers receive incremental ad revenue when users engage with ads within their apps, with the SDK integration provided for free.
- DSP access to adjoe Exchange: Demand-Side Platforms pay to access premium mobile gaming inventory through adjoe's SSP. The exchange provides programmatic access to top-tier supply sources including rewarded verticals from high-grossing publishers.
- Gaming advertising demand monetization: Through the GetJacked partnership, adjoe directs approximately $2 billion annually in Applike's gaming user acquisition demand into rewards programs, monetizing advertising inventory through e-commerce loyalty integrations.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Performance-based pricing for advertisers |
| Other | Monthly | Revenue share model for publishers |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels12 records
adjoe product offering
Product offeringCore offering
adjoe operates a mobile adtech platform that enables app publishers to monetize their inventory through rewarded engagement (Playtime), programmatic bidding (adjoe Ads), and an in-house SSP (adjoe Exchange), while helping mobile game advertisers acquire engaged users via CPI/CPE performance campaigns. The platform also offers adjoe Arcade, a white-label gamified loyalty solution that allows brands to embed mobile gaming experiences into their own apps to drive retention and CLTV.
Product overview
adjoe is a mobile ad platform offering a portfolio of adtech solutions built in-house. The core products include Playtime (rewarded engagement/offerwall platform enabling apps to integrate gaming hubs for user engagement), adjoe Ads (programmatic display advertising with multiple ad formats), and adjoe Exchange (in-house SSP connecting DSPs with premium mobile gaming inventory). Additional modules include adjoe Arcade (white-label gamified loyalty solution), adjoe Ads Bidder (SDK monetization bidder), Advanced Targeting, Anti-Fraud Solutions, and Analytics Dashboard. The platform serves 770+ million mobile users globally with triple-digit revenue growth, backed by $100 million in funding from Bertelsmann.
Differentiator
Problem solved
Functional benefit
Brands
- Playtime: An arcade-style rewarded advertising solution that allows users to discover and play mobile games to earn the host app's native currency. It is described as the first of its kind arcade-style ad format that outperforms industry benchmarks at 60-80 IPM.
- adjoe Ads
- adjoe Exchange
- adjoe Arcade
Products and services
- Playtime Arcade-style rewarded engagement platform that allows non-gaming mobile apps to integrate a gaming hub where users voluntarily play games to earn the host app's native currency. Features include rewarded video, interstitial ads, and playable creatives, and it outperforms industry benchmarks at 60-80 installs per mille (IPM).
- adjoe Ads Programmatic advertising platform offering rewarded video, interstitial, banner, and MREC ad formats with advanced buying algorithms for incremental growth and superior user quality targeting. Designed for mobile game advertisers seeking scale and engaged users through ML-powered predictive data modeling.
- adjoe Exchange In-house Supply-Side Platform (SSP) and ad mediation service connecting DSPs with top global app publishers. Provides access to gaming apps and rewarded verticals from high-grossing publishers with IAB-compliant Open Measurement SDK integration and app-ads.txt/sellers.json compliance.
- adjoe Arcade White-label gamified app engagement and loyalty solution that enables brands to offer mobile gaming experiences as rewards. Integrates into existing apps to drive customer retention, CLTV (10%+ lift), and app open rates (5%+ lift) under the host brand identity.
- adjoe Ads Bidder SDK bidder for app monetization that unlocks premium demand and higher CPMs. Provides incremental revenue through direct access to exclusive advertiser demand with high fill rates and granular bidding controls.
Quantifiable outcome
- Publishers achieve up to 50% increase in app revenue without cannibalizing other revenue streams (Arcade)
- +7 more outcomes
Companies that use adjoe
Customer profileNamed customers25 records
Segments5 records
Ideal customer profiles4 records
adjoe technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration11 records
AI capability5 records
Feature7 records
adjoe partnerships and signals
Strategic signalPartnerships
15 partnerships are on record, tiered core and minor.
- GetJackedcoreExclusive global partnership to direct approximately $2 billion annually in Applike's gaming user acquisition demand into shopper rewards on Shopify merchant stores. GetJacked becomes the sole commerce platform authorized to translate gaming ad demand into loyalty rewards at zero cost to merchants. Partnership addresses rising customer acquisition costs with an innovative loyalty program model.
- LINEcoreIntegrated Playtime rewarded advertising experience into LINE POINTS ecosystem in Taiwan. Partnership targets LINE's 22 million monthly active users. Within first three months, distributed over 4.3 million LINE POINTS and generated more than 40,000 game downloads. Plans include expansion with additional game titles, cross-game missions, and deeper integrations.
- Boston Innovation HubminorGerman adtech firm opened first US headquarters in Boston with plans for local expansion. Supported by Boston Business Journal coverage.
- PDI (Pacific Pride) and GasBuddycoreIntegration announced to power in-app gaming features for PDI and GasBuddy rewards program. Mobile games drive higher rewards participation for GasBuddy users.
- Fetch RewardscoreFetch introduced rewards for mobile gaming through adjoe's Arcade solution. Fetch Play enables users to earn points by playing mobile games. Partnership generated $80M in real-world rewards for users and increased Fetch's CLTV by 10%.
- Zebedee (ZBD)corePartnership to bring Bitcoin rewards to popular mobile games. Users can earn Bitcoin (satoshis) by playing games through Playtime integration. ZBD is a major player in Bitcoin gaming space with 2M+ app downloads.
- StatistaminorResearch partnership for industry reports including Mobile Gamers of Korea 2025 and Mobile Games Index. Statista provides market data and forecasts up to 2028 based on extensive analyses from 150+ countries.
- AirbridgeminorMobile Measurement Partner (MMP) collaboration for Mobile Gamers of Korea 2025 report. Airbridge provides real-time, cross-platform insights with fraud protection and predictive LTV insights.
- HuluminorDemand partnership for mobile gaming advertising through GetJacked platform. Part of 100+ global brands with demand partnerships.
- Paramount+minorDemand partnership for mobile gaming advertising through GetJacked platform. Part of 100+ global brands with demand partnerships.
- TikTokminorDemand partnership for mobile gaming advertising through GetJacked platform. Part of 100+ global brands with demand partnerships.
- CoinbaseminorDemand partnership for mobile gaming advertising through GetJacked platform. Part of 100+ global brands with demand partnerships.
- InstacartminorDemand partnership for mobile gaming advertising through GetJacked platform. Part of 100+ global brands with demand partnerships.
- Best BuyminorDemand partnership for mobile gaming advertising through GetJacked platform. Part of 100+ global brands with demand partnerships.
- AppiniominorCollaboration to explore user behavior in Germany through consumer insights platform. Joint research on mobile gaming market.
Scale indicators16 records
Recent moves8 records
Expansion highlights6 records
adjoe competitors and assessment
Company assessmentDirect peers
- AppLovin: Major mobile adtech platform with AXON bidding and SparkLabs rewarded/UA offering; directly competes with adjoe in rewarded UA and in-app bidding for the same publishers and game advertisers.
- ironSource (Unity): Pioneer of rewarded video and offerwall monetization for mobile apps; merged with Unity. Direct competitor in rewarded ad formats and SSP services overlapping with adjoe Exchange.
- Liftoff: Performance mobile ad network combining DSP (Vungle) and user acquisition; competes head-to-head with adjoe Playtime on rewarded UA for gaming advertisers and on SSP supply.
- Mintegral: Programmatic mobile ad platform (DSP/SSP) with strong rewarded and playable ad inventory; competes with adjoe Exchange on supply aggregation and with adjoe on global gaming UA.
- Moloco: ML-driven programmatic DSP/SSP for mobile and connected TV; competes with adjoe in performance mobile UA bidding and increasingly in rewarded supply via its DSP integrations.
- Pangle (ByteDance): Mobile ad network from TikTok/ByteDance with strong APAC presence; competes with adjoe in rewarded and programmatic UA, particularly across APAC markets.
- Tapjoy: Offerwall/rewarded ad pioneer for mobile apps; the original offerwall competitor where adjoe has since become #1 by volume according to AppsFlyer.
Broad incumbents
- Digital Turbine: End-to-end mobile growth platform offering ad mediation, UA, and app store intelligence; broader portfolio but overlapping rewarded and mediation capabilities with adjoe.
- InMobi: Global mobile adtech platform with Glance and InMobi Exchange; broader portfolio but directly competes on rewarded supply/demand in mobile gaming and app monetization.
- Unity Ads: Engine-owned ad network within Unity's creator ecosystem; competes with adjoe on rewarded and in-app bidding, especially for mobile game developers.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
adjoe social profiles
Digital presenceadjoe compliance and trust
Trust signalCompliance2 records
adjoe financial estimates
Financial estimateRevenue estimate
Valuation estimate
adjoe leadership team
Management profileNumber of profiles
Profiles7 records
adjoe funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
adjoe M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about adjoe
What does adjoe do?
adjoe operates a mobile adtech platform that enables app publishers to monetize their inventory through rewarded engagement (Playtime), programmatic bidding (adjoe Ads), and an in-house SSP (adjoe Exchange), while helping mobile game advertisers acquire engaged users via CPI/CPE performance campaigns. The platform also offers adjoe Arcade, a white-label gamified loyalty solution that allows brands to embed mobile gaming experiences into their own apps to drive retention and CLTV.
Is adjoe a public or private company?
adjoe is a private company. It is classified as corporate owned and is currently operating.
When was adjoe founded?
adjoe was founded in 2018. It employs 101 to 250 people.
Where is adjoe based?
adjoe is headquartered in Hamburg, Germany, in the Europe region.
How does adjoe make money?
Four revenue lines are on record. Performance-based advertising (CPI/CPE) is the primary driver. The others are publisher revenue share, DSP access to adjoe Exchange and gaming advertising demand monetization.
Who are adjoe's main competitors?
Direct peers on record are AppLovin, ironSource (Unity), Liftoff, Mintegral, Moloco, Pangle (ByteDance) and Tapjoy. Broad incumbents are Digital Turbine, InMobi and Unity Ads.
Does adjoe have an API?
Yes. adjoe offers SDK integration for publishers to integrate their solutions into mobile apps. The mobile SDK communicates with adjoe's backend via REST or gRPC APIs, handling over 5 billion requests per day. Developer documentation is available at docs.adjoe.io for rewarded solutions integration. Developer documentation is at docs.adjoe.io/rewarded-solutions.
What industry is adjoe in?
adjoe's product category is Mobile Adtech Platform. Its primary akta.pro industry code is MPAFAJAI, Offerwalls, Rewards & Performance Monetization (UA-linked payouts), with a secondary code of MPAFAJAH, In-Game Advertising & AdTech (networks, mediation, measurement). Its SIC code is 7310.