JustPlay
Berlin-based JustPlay operates a free mobile gaming app where users earn loyalty coins by playing casual games, redeemable for PayPal cash, gift cards, or charity donations. The firm generated $172.8 million in 2025 revenue and is majority-owned by NCSOFT Corporation following a March 2026 acquisition.
- Company typePrivate
- Founded2020
- HeadquartersBerlin, Germany
- Headcount11–50
- GTM typeB2C
- OfferingSoftware
What JustPlay does
JustPlay GmbH is a Berlin-headquartered mobile gaming platform founded in 2020 by former AppLovin executives (Carl Livie, Mirko Aquaro, and Gil Mincberg). The company operates a free consumer app where users play mobile casual games and earn loyalty coins that can be redeemed for PayPal cash, gift cards, or charity donations. The platform is powered by the proprietary JustPlay Engine, which connects mobile games with a coin collection and redemption mechanism and enables a play-to-earn loyalty model rather than traditional pay-to-play mechanics.
The business model is advertising-based: JustPlay generates revenue through in-app advertising across its portfolio of 35-40+ mobile casual games and shares a portion of that revenue with users via the loyalty coin system. Distribution is exclusively through the Google Play Store and Apple App Store, targeting individual casual mobile gamers globally. The company has scaled to 25M+ downloads and 500K+ daily active users, with approximately 70% of revenue generated from North America. In 2025, JustPlay recorded $172.8 million in revenue and $19.1 million in operating profit, and the company projects 88% year-over-year growth to $325 million in 2026.
In March 2026, NCSOFT Corporation acquired a 70% controlling stake in JustPlay for $202 million (301.6 billion won), positioning the company as a core platform within NCSOFT's global mobile casual gaming ecosystem alongside its existing subsidiaries Lihuhu (Vietnam) and Springcomes (Korea). The remaining 30% stake is held by the original founders. Following the transaction, JustPlay operates as a majority-owned subsidiary with strategic support to expand its casual gaming footprint, particularly into Asian markets, as NCSOFT seeks to offset declining MMORPG performance with a diversified casual gaming portfolio.
JustPlay firmographics
Firmographics- Name
- JustPlay
- Legal name
- JustPlay GmbH
- Website
- https://www.justplayapps.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Berlin-based JustPlay operates a free mobile gaming app where users earn loyalty coins by playing casual games, redeemable for PayPal cash, gift cards, or charity donations. The firm generated $172.8 million in 2025 revenue and is majority-owned by NCSOFT Corporation following a March 2026 acquisition.
- Ownership category
- akta.pro rank
JustPlay industry classification
Industry- Product category
- Mobile Gaming Rewards Platform
- NAICS
- Amusement Arcades (71312)
- SIC
- Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- Mobile & F2P Game Studios (MPAFAAAB)
- akta.pro secondary industries
- Offerwalls, Rewards & Performance Monetization (UA-linked payouts) (MPAFAJAI), Mobile Game Publishing & App Game Stores (BPAMAKAB)
Keywords
Where JustPlay is headquartered
LocationHeadquarters
- HQ city
- Berlin
- HQ country
- Germany
- HQ region
- Europe
Offices1 record
Markets served
JustPlay business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Marketing or Sales, Operations, Personnel, Infrastructure
Revenue model
- Advertising Revenue Share: JustPlay generates revenue through advertising within its mobile gaming platform. The platform shares a portion of advertising revenue with users through its loyalty coin system. Users earn coins by playing games and can redeem them for PayPal cash, gift cards, or charity donations. Approximately 70% of revenue is generated from North America.
- Mobile Casual Games Operations: JustPlay operates over 40 mobile casual games, generating revenue through in-app advertising across its gaming portfolio. The company posted $172.8 million in sales in 2025 with $19.1 million operating profit, projecting 88% YoY revenue growth to $325 million in 2026.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free consumer app with reward earning potential |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels3 records
JustPlay product offering
Product offeringCore offering
JustPlay operates a free mobile gaming rewards app where users download and play a library of 35-40+ casual mobile games, collect loyalty coins through gameplay milestones and level completion, and redeem those coins for PayPal cash, gift cards, or charity donations. The platform, powered by the proprietary JustPlay Engine, monetizes through in-app advertising and shares a portion of advertising revenue with end users, creating a play-to-earn model that has reached 25M+ downloads and 500K+ daily active users globally.
Product overview
JustPlay operates a unified reward-based mobile gaming ecosystem consisting of two main offerings: the JustPlay App (a free mobile rewards application with over 25 million downloads and 500K+ daily active users) and the JustPlay Engine (the underlying technology platform powering the app). Users play mobile games within the app, collect loyalty coins through gameplay completion and milestones, and redeem rewards through PayPal, gift cards, or charity donations. The platform differentiates through its play-to-earn loyalty model rather than traditional pay-to-play mechanics.
Differentiator
Problem solved
Functional benefit
Brands
- JustPlay Engine: The technology platform powering the JustPlay rewards app, enabling the play-to-earn model for mobile games.
Products and services
- JustPlay App A free mobile rewards application for individual consumers where users play a library of free casual mobile games, collect loyalty coins through gameplay milestones, and redeem them for PayPal cash, gift cards, or charity donations. The app has achieved 25M+ downloads and 500K+ daily active users and is monetized through in-app advertising.
- JustPlay Engine The proprietary underlying technology platform that powers the JustPlay App, enabling the play-to-earn reward system by connecting mobile games with a loyalty coin collection and redemption mechanism (PayPal cash, gift cards, charity).
Quantifiable outcome
- 25M+ app downloads and 500K+ daily active users
- +1 more outcomes
Companies that use JustPlay
Customer profileSegments1 record
Ideal customer profiles1 record
JustPlay technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
JustPlay partnerships and signals
Strategic signalScale indicators7 records
Recent moves5 records
Expansion highlights5 records
JustPlay competitors and assessment
Company assessmentDirect peers
- Mistplay: Mistplay is the closest direct peer: a play-to-earn mobile gaming rewards app that pays users to play casual games and redeem points for gift cards/PayPal. Competes head-to-head for the same casual gamer DAU pool with the same rewarded-gameplay mechanic.
- Voodoo: Voodoo is a leading mobile casual/hyper-casual game publisher monetized almost entirely through in-app advertising. Directly comparable operating model (ad-funded mobile casual games) to JustPlay's game portfolio.
- PlayStudios: PlayStudios operates play-for-rewards mobile apps (myVEGAS, Kingdom Boss) where users earn real-world rewards for gameplay. Closely analogous 'play-and-earn loyalty' model to JustPlay, though focused on casino-style titles.
- Cashyy (by FortuneFish): Cashyy is a direct play-to-earn competitor app that pays users real rewards for playing mobile games. Targets the same casual gamer segment with near-identical reward-share mechanics as JustPlay.
Broad incumbents
- AppLovin: AppLovin is a broad incumbent in mobile ad tech and casual gaming (via its Lion Studios / AppsNHoldings portfolio). It is also the most strategically relevant peer because JustPlay's founders are former AppLovin executives; both monetize mobile gaming inventory and compete for the same advertiser spend.
- Zynga (Take-Two Interactive): Zynga is a major mobile F2P casual game publisher with a large ad-monetized portfolio. While it does not share revenue with users, it competes for the same ad inventory, casual gamer attention, and app store real estate as JustPlay.
- King (Activision Blizzard): King (Candy Crush) is one of the largest mobile F2P casual game publishers with a primarily ad- and IAP-monetized portfolio. Relevant incumbent comparable in casual mobile gaming monetization at scale.
- Roblox Corporation: Roblox is a platform for user-generated casual games with a developer-monetization model. Adjacent in casual gaming ecosystems and platform-level advertiser scale, though distinct in creator-vs-developer revenue share mechanics.
Emerging players
- Prodege (Swagbucks/InboxDollars): Prodege operates Swagbucks, InboxDollars and other rewards platforms that share ad/survey revenue with users for engagement. Comparable loyalty-rewards sharing mechanic, though broader (surveys, shopping, not just gaming).
- Reward Gaming / FeaturePoints: FeaturePoints and similar rewarded-ads/apps platforms pay users for app engagement including gameplay. Comparable rewards-for-engagement model at smaller scale than JustPlay.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
JustPlay social profiles
Digital presenceJustPlay financial estimates
Financial estimateRevenue estimate
Valuation estimate
JustPlay leadership team
Management profileNumber of profiles
Profiles3 records
JustPlay funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
JustPlay 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 JustPlay
What does JustPlay do?
JustPlay operates a free mobile gaming rewards app where users download and play a library of 35-40+ casual mobile games, collect loyalty coins through gameplay milestones and level completion, and redeem those coins for PayPal cash, gift cards, or charity donations. The platform, powered by the proprietary JustPlay Engine, monetizes through in-app advertising and shares a portion of advertising revenue with end users, creating a play-to-earn model that has reached 25M+ downloads and 500K+ daily active users globally.
Is JustPlay a public or private company?
JustPlay is a private company. It is classified as corporate owned and is currently operating.
When was JustPlay founded?
JustPlay was founded in 2020. It employs 11 to 50 people.
Where is JustPlay based?
JustPlay is headquartered in Berlin, Germany, in the Europe region.
How does JustPlay make money?
Two revenue lines are on record. Advertising Revenue Share is the primary driver. The others are mobile Casual Games Operations.
Who are JustPlay's main competitors?
Direct peers on record are Mistplay, Voodoo, PlayStudios and Cashyy (by FortuneFish). Broad incumbents are AppLovin, Zynga (Take-Two Interactive), King (Activision Blizzard) and Roblox Corporation. Emerging players are Prodege (Swagbucks/InboxDollars) and Reward Gaming / FeaturePoints.
Does JustPlay have an API?
No public API is recorded for JustPlay.
What industry is JustPlay in?
JustPlay's product category is Mobile Gaming Rewards Platform. Its primary akta.pro industry code is MPAFAAAB, Mobile & F2P Game Studios, with a secondary code of MPAFAJAI, Offerwalls, Rewards & Performance Monetization (UA-linked payouts). Its NAICS code is 71312 and its SIC code is 7990.