What Earn Alliance does

Earn Alliance, founded in 2022 and headquartered in Hong Kong, operates today under the Playfull brand following its April 2024 acquisition by Playfull. The company runs a rewarded discovery platform that connects game publishers and studios with a network of 50M+ gamers through mission-based user acquisition campaigns, battle passes, and a universal rewards shop. Its core technology is a proprietary mission-tracking engine that follows players through multi-step funnels (signup, client download, tutorial completion, progression milestones) and continuously optimizes campaign performance across geographies, traffic sources, and user segments; this is paired with a Verified RNG (vRNG) co-developed with Proof of Play on Avalanche to deliver cryptographically verifiable prize distribution. The product suite includes the Playfull Platform (Discover, Feed, Play, Shop modules), the Avalanche Battle Pass (a multi-season program across AVAX-powered games), the Pudgy Pass (embedded in Pudgy World), and a Playfull Brand Shop on Amazon, with a White-Label SDK model that lets IP holders embed mission mechanics directly inside their own games.

Playfull monetizes primarily through performance-based user acquisition fees charged to game publishers, charging on a CPA/ROAS basis for completed missions and milestones rather than flat fees, with The Sandbox, WeMade, Avalanche, and Pudgy Penguins as flagship partners. Secondary revenue streams include affiliate and referral commissions when gamers redeem Playpoints for Steam keys, gift cards, in-game items, and crypto via the Play Shop, plus marketplace margins on the Salvage/Collect secondary marketplace. The go-to-market combines a product-led growth self-serve funnel (playfull.com, Steam Connect onboarding, partnerships.playfull.com) with enterprise field sales engaging VP and Head of Marketing-level stakeholders at major studios and sports leagues. The platform supports a multi-currency economy (Playpoints with real-world redemption value, Arcs for in-app engagement, Snowflakes for seasonal prize entries) and integrates authentication via Steam, Discord, X, MetaMask, and Twitch, with attribution through Adjust MMP. As of the latest disclosures, the company has raised approximately $7M in total funding and operates with 11–50 employees.

Name

Earn Alliance

Legal name

Earn Alliance

Website

https://earnalliance.com

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

11–50 employees

Short description

Playfull (formerly Earn Alliance) operates a rewarded-discovery platform that runs mission-based user acquisition campaigns, battle passes, and a universal rewards shop connecting game publishers with a 50M+ gamer network.

Ownership category

akta.pro rank

Product category

Gaming Rewards & User Acquisition Platform

NAICS

Amusement Parks and Arcades (7131)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

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

akta.pro secondary industries

Play-to-Earn & Reward Platforms (questing, loyalty, airdrop mechanics) (FSAPAGAH), Virtual Goods & Digital Item Commerce (skins, cosmetics, DLC) (MPAFAJAF), In-Game Item Marketplaces & Trading Platforms (MPAFACAJ)

Keywords

• Gaming rewards platform
• User acquisition campaigns
• Mission-based discovery
• Battle pass rewards
• Play-to-earn platform

Headquarters

HQ city

Hong Kong

HQ country

Hong Kong SAR China

HQ region

Asia

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Game Publisher/User Acquisition Fees: Playfull charges game publishers and studios for user acquisition campaigns. Publishers pay for mission-based campaigns that drive players through full funnels (install, tutorial completion, level progression). The platform delivers measurable ROAS, making it cost-effective compared to traditional display advertising. The Sandbox, WeMade, and Avalanche are examples of publishers using this service.
2. Affiliate/Referral Revenue: Playfull earns commissions through affiliate partnerships when players discover and purchase items from the Playfull Shop. The Shop offers Steam gift cards, Steam keys, exclusive in-game items, cryptocurrency, and collectibles. Commission is earned on player redemptions of Playpoints for rewards from partners.
3. Marketplace Commission: Playfull's Shop and Salvage system allows players to collect or salvage rewards. Players can salvage unwanted rewards for Playpoints which can be spent in the AVAX Shop or Playfull Shop on specific game items, collectibles, and exclusive rewards. Platform takes a margin on secondary marketplace transactions.

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Playfull (formerly Earn Alliance) operates a rewarded discovery platform connecting game publishers with 50M+ gamers worldwide through mission-based campaigns. Individual gamers complete in-game missions (downloads, tutorials, level progression) to earn Playpoints redeemable for Steam keys, gift cards, and in-game items; game publishers and studios pay for user acquisition campaigns with measurable deep-funnel outcomes (retention, ROAS, tutorial completion). The platform combines an offerwall network, seasonal battle passes, a rewards shop, and white-label rewards technology embeddable inside partner games.

Product overview

Playfull (formerly Earn Alliance) is a rewarded discovery platform for gaming, offering a unified ecosystem of mission-based engagement tools. The core Playfull Platform connects game studios with over 50 million players through mission-based campaigns, battle passes, and a rewards shop. Key product modules include: Discover (game catalog), Play (mission hub with Single/Repeatable/Quest missions), Feed (personalized content stream), and Shop (rewards redemption for Playpoints and Arcs). The Avalanche Battle Pass is a flagship seasonal offering in partnership with Avalanche, featuring Snowflakes currency and Proof of Play vRNG for transparent prize draws. The Pudgy Pass extends rewards technology into Pudgy World. The platform supports multiple currencies (Playpoints with real-world value, Arcs for engagement, Snowflakes for raffle entries) and integrates authentication via Steam Connect, Discord, X, MetaMask, Twitch, and attribution via Adjust MMP.

Differentiator

Problem solved

Functional benefit

Brands

• Avalanche Battle Pass: Seasonal battle pass program in partnership with Avalanche blockchain, featuring missions across multiple AVAX-powered games with rewards including Playpoints and Snowflakes.
• Pudgy Pass

Products and services

• Playfull Platform Core rewarded discovery platform connecting game studios with 50M+ gamers worldwide; enables mission-based user acquisition, engagement, and retention through quests, battle passes, and a universal rewards shop. Free for individual gamers; publishers and studios pay for acquisition campaigns.
• Avalanche Battle Pass Seasonal mission-based rewards experience spanning multiple Avalanche-powered games (DeFi Kingdoms, Spellborne, Off The Grid, Castle of Blackwater, etc.). Players complete missions to earn Playpoints and Snowflakes and compete on leaderboards for prizes totaling $25,000+.
• Pudgy Pass 50-mission battle pass rewards experience embedded inside Pudgy World, featuring free and premium tracks, leaderboard system, and exclusive cosmetics and trait rewards for the Pudgy Penguins community. White-labeled on Playfull's mission-based rewards technology.
• Playfull Brand Shop on Amazon Digital marketplace on Amazon offering premium items including Avalanche Battle Pass Season 3 Premium Pass, Fundora in-game items and airdrop badge, Paradise Tycoon outfits, Gladiator Mayhem bundles, and SuperChamps Bullet Pass and outfits.
• Mission-Based User Acquisition Campaigns B2B performance marketing service for game publishers and studios; delivers measurable deep-funnel outcomes including install, tutorial completion, level progression, and D1-D7 retention at 65%+ lower CPA than Meta/Google. Priced on performance-based CPA/ROAS model rather than flat fees.

Quantifiable outcome

• 65%+ lower CPA vs Meta/Google for game publisher campaigns
• +5 more outcomes

Named customers5 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

Feature6 records

Partnerships

Eight partnerships are on record, tiered flagship and core.

• AvalancheflagshipStrategic or Co-development Partner · 15 July 2024Multi-season Avalanche Battle Pass partnership (Seasons 0, 1, 2, 3). Playfull powers battle pass campaigns across Avalanche-powered games (DeFi Kingdoms, Spellborne, Off The Grid, Castle of Blackwater, etc.). Features Snowflakes seasonal currency, $25,000+ prize pools, and vRNG-powered fair reward distribution. Over 26,000 unique players in Season 3.
• Proof of PlaycoreTechnology or Integration · 15 July 2024Partnership to implement Verified RNG (vRNG) technology for transparent reward distribution. vRNG creates cryptographic proofs that can be independently verified, ensuring fair winner selection in Avalanche Battle Pass Snowflake giveaways. Patrick (Playfull CEO) and Adam Fern (Proof of Play Co-Founder) announced the collaboration.
• WeMade Entertainment USAcoreGTM or Marketing Partner · 13 July 2024Fantastic Baseball (MLB, CPBL, NPB, KBO licensed F2P title) US pilot campaign. Playfull ranked #1 across every key metric: 2.6x D1 retention vs other paid channels, 37.1% D1 retention (exceeded 25% target), 86% tutorial completion. Active discussions ongoing for expanding to WeMade's other titles globally.
• The SandboxcoreGTM or Marketing PartnerUser acquisition partnership for Alpha Season 6. Playfull delivered 23,000+ new players, 65%+ lower CPA vs Meta/Google, 73.8% D1 retention. The Sandbox paused ALL other UA channels and went all-in on Playfull. Partnership continuing into 2026 with expanded mission structure.
• Pudgy Penguins / Pudgy WorldflagshipStrategic or Co-development PartnerPudgy Pass partnership: 50-mission rewards experience embedded directly into Pudgy World. Features free and premium pass tracks, leaderboard system, and exclusive cosmetics. Playfull's technology powers mission tracking and reward distribution. Future plans include rewards beyond gameplay (events, creator support, merchandise purchases).
• AmazoncoreChannel Partner/ Reseller/ DistributorPlayfull Brand Shop available on Amazon (amazon.com/playfull). Offers premium digital items from Playfull ecosystem: Avalanche Battle Pass Season 3 Premium Pass, Fundora in-game items + airdrop badge, Paradise Tycoon outfits, Gladiator Mayhem bundles, SuperChamps Bullet Pass and outfits.
• Steam (Valve)coreTechnology or IntegrationSteam Connect integrated into Playfull sign-up flow. Validates user authenticity via Steam ID without requiring passwords. Enables mission verification, library detection, personalized recommendations, and achievement rewards for players with public Steam profiles.
• Various Avalanche Ecosystem GamescoreStrategic or Co-development PartnerGames participating in Avalanche Battle Pass: Season 3 featured 28 games total including 15 new titles (Pixelmon, Palworld, Arc Raiders, Battlefield 6, Stardew Valley, Dead by Daylight, etc.) and 13 returning favorites (Off The Grid, Spellborne, Castle of Blackwater, etc.).

Scale indicators15 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Tapjoy: Tapjoy operates one of the largest rewarded advertising offerwalls, where users complete in-app actions (downloads, tutorials, level-ups) for virtual currency redeemable in publisher apps. Closely mirrors Playfull's mission-based user acquisition and reward redemption model for game publishers.
• Gamehag: Gamehag rewards PC gamers with virtual currency (Soul Gems) for completing quests across Steam and other platforms, redeemable for games, skins, and gift cards. Overlaps directly with Playfull's PC/Steam-centric mission rewards and Shop offering.
• Adgem: Adgem runs an offerwall network focused on game user acquisition, connecting advertisers with publishers via rewarded offers (game installs, tutorials, levels). Comparable business model to Playfull's mission-based UA campaigns on the publisher side.
• Mistplay: Mistplay is a mobile gaming rewards platform that pays users with in-app currency (Mistplay Points) redeemable for gift cards in exchange for playing and discovering new mobile games. Direct functional overlap with Playfull's mission-based questing and Playpoints rewards model.
• Cashyy: Cashyy is a mobile gaming rewards app where users earn in-app currency for trying new games, completing offers, and reaching milestones; redeemable for gift cards. Direct functional parallel to Playfull's consumer-facing rewards model.

Broad incumbents

• ironSource (Unity): ironSource, now part of Unity, is a leading mobile UA and rewarded ad platform offering offerwalls, mediation, and ad creative tools. Operates broadly across the same game UA and monetization stack Playfull competes in, but as a much larger incumbent with a broader product portfolio.
• AppLovin: AppLovin is a major mobile ad tech and UA platform with rewarded formats across its mediation stack. Sets the price/performance benchmark Playfull must beat on CPA, making it a broad incumbent comparable rather than a like-for-like peer.
• Swagbucks (Prodege): Prodege-owned Swagbucks is one of the largest consumer rewards platforms offering paid offers, surveys, and game-play tasks for gift cards and rewards. Overlaps with Playfull's offerwall-to-rewards flow but at much greater scale and across non-gaming offers.

Emerging players

• Galxe: Galxe runs onchain questing campaigns where users complete tasks (social, onchain, gameplay) for points and token rewards. Strong overlap with Playfull's Avalanche Battle Pass and Web3 quest mechanics, though Galxe leans more on social/login quests than deep-funnel game UA.
• Layer3: Layer3 is a Web3 questing and rewards platform paying users in XP/points for completing onchain and social tasks including game integrations. Overlap with Playfull's Web3 quest/battle-pass infrastructure, particularly in the onchain-gaming segment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/earnalliance
• LinkedInlinkedin.com/company/playfull

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors10 records

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 Earn Alliance