What MyChips does

MyChips is a rewarded advertising offerwall platform founded in 2016 in Imola, Italy, as the flagship product of MAF (formerly myAppFree). It enables mobile app publishers to monetize their inventory by embedding an offerwall that rewards end users for completing advertising-driven actions such as installing apps, reaching in-app levels, or signing up for services. Its core technology is a plug-and-play SDK that integrates alongside — not on top of — publishers' existing ad stacks, preserving their LTV economics. The product suite comprises four formats: the classic Multireward offerwall, the Play2Earn (P2E) format that rewards users based on engagement and playtime (notably the first such implementation on iOS), the inWall discovery format, and App Discovery for premium native ad placements.

MyChips operates a two-sided marketplace business model. On the supply side, it aggregates publisher inventory across hundreds of mobile apps globally; on the demand side, it serves advertisers and brands seeking high-intent users. Revenue is generated via transaction fees (per-completion) on offerwall engagements, supplemented by CPM and CPE-based revenue from rewarded video, interstitial, and native ad formats served within the offerwall context. The platform is distributed through direct publisher SDK integration (including white-label customization), a self-serve advertiser dashboard at dashboard.maf.ad, and — post-May 2026 — the Mistplay LoyaltyPlay partner network, which expanded its geographic reach to North America, APAC, and Europe.

The customer base spans mobile game developers and publishers (primary segment, including Midnite Games, Joycity, Murka, IGG, DeNA, and Toydium), non-gaming app publishers in fintech, survey, and utility verticals, and app advertisers and brands. The company was acquired by Montreal-based Mistplay in May 2026, exiting MAF ownership and integrating into Mistplay's play-and-earn ecosystem. Independent third-party recognition includes AppsFlyer Performance Index rankings (2025 Top Media Source for Gaming APAC; 2026 edition), Singular ROI Index (Top Ad Network, #1 Rewarded Source, #2 Growth Partner), and the FT 1000 ranking as the 88th fastest-growing company in Europe.

Name

MyChips

Legal name

MyChips SRL

Website

https://maf.ad

Company type

Private

Founded year

2016

Operating status

Acquired

Headcount range

11–50 employees

Short description

MyChips is a rewarded advertising offerwall platform, founded in 2016 in Italy, that enables mobile app publishers to monetize via engagement-based ad formats. It serves game developers, non-gaming app publishers, and advertisers globally, and was acquired by Mistplay in May 2026.

Ownership category

akta.pro rank

Product category

Mobile Advertising Technology

NAICS

Software Publishers (513210)

SIC

Services-Prepackaged Software (7372)

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

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

Headquarters

HQ city

Imola

HQ country

Italy

HQ region

Europe

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Offerwall Advertising: MyChips generates revenue by hosting offerwalls within partner apps where users complete goal engagements (such as downloading apps, reaching levels, or signing up for services) in exchange for rewards. Revenue is earned on a per-completion basis from advertisers and affiliate partners.
2. Rewarded Video and Display Advertising: The platform serves various ad formats (rewarded video, interstitials, native ads) within the offerwall context, generating CPM and CPE-based revenue from advertisers seeking high-intent, engaged users.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

MyChips is a rewarded offerwall advertising platform embedded inside mobile apps. Publishers integrate the MyChips SDK to monetize their apps while users earn in-app rewards for completing advertiser-defined actions (installs, tutorials, level milestones, playtime). The platform offers multiple ad formats including Play2Earn, Multireward, inWall, and App Discovery, and serves advertisers and publishers globally through its own dashboard and the Mistplay LoyaltyPlay network.

Product overview

MAF (formerly myAppFree) operates as an all-in-one mobile advertising and monetization platform. The core flagship product is MyChips, an offerwall that was the first to introduce playtime rewards on iOS. MyChips is complemented by inWall (for app and brand discovery) and App Discovery (for premium native ads). Together, these products enable app developers to grow and monetize their apps through rewarded, non-intrusive advertising experiences that deliver up to 20% higher eCPMs than traditional methods.

Differentiator

Problem solved

Functional benefit

Products and services

• MyChips Core offerwall advertising platform that rewards users for engagement and playtime; integrated into publisher mobile apps via SDK to monetize non-intrusively and reach high-intent users.
• inWall Ad format that connects users with a broad selection of apps and brands within an in-app discovery surface.
• App Discovery Premium native advertising solution that integrates ads seamlessly into the app environment to elevate user experience.

Quantifiable outcome

• 170% global ROAS for hybrid-casual game Survivor Idle Run (vs. lower ROAS from traditional video ad networks)
• +6 more outcomes

Named customers6 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

Feature4 records

Partnerships

Four partnerships are on record, tiered core.

• MistplaycoreStrategic or Co-development Partner · 5 May 2026Mistplay, a Montreal-based play-and-earn rewards and loyalty platform for mobile gamers, acquired MyChips SRL from MAF. The acquisition expands Mistplay's LoyaltyPlay partner network to hundreds of apps across North America, APAC, and Europe, and positions Mistplay as a dominant player in rewarded advertising. The deal reflects consolidation in the mobile advertising technology sector as larger platforms seek to expand supply and advertiser reach.
• VerisoulcoreTechnology or IntegrationVerisoul provides fraud prevention and verification services to the MyChips/MAF platform, performing initial checks to assess whether users are real or fake accounts, detecting VPNs, proxies, device spoofing, multi-accounting, and impossible travel patterns.
• SingularcoreTechnology or IntegrationSingular acts as a mobile measurement partner (MMP) for MyChips/MAF, providing unified campaign measurement and attribution across multiple ad networks, detecting attribution-based fraud such as click flooding, postback hijacking, and fake installs.
• ScramblycoreTechnology or IntegrationScrambly is a rewarded discovery platform that sits at the first touchpoint of the rewarded advertising chain, bringing users into advertisers' funnels. It focuses on behavioral fraud detection, identifying unnatural behaviors such as abnormally fast progression, short time between installs and purchases, and unrealistic purchase behavior.

Scale indicators5 records

Recent moves7 records

Expansion highlights6 records

Emerging players

• Aarki: Mobile ad network with rewarded ad formats focused on user acquisition for gaming and consumer apps. Comparable in audience and format mix to MyChips, though typically at smaller scale and without a playtime-rewarded differentiator.
• Pollfish: Survey-based rewarded monetization platform for mobile apps. Overlaps with MyChips on the rewarded UA / monetization mechanic but specializes in incentivized surveys, making it a partial peer in non-gaming monetization.

Direct peers

• Tapjoy: Direct offerwall and rewarded advertising platform for mobile apps and games. Highly comparable business model — host offerwalls inside publisher apps and pay users for completing advertiser goals — and one of MyChips' closest head-to-head competitors.
• Offertoro: Offerwall and reward-based advertising platform for mobile apps. Comparable to MyChips in core mechanics (users complete offers in exchange for in-app rewards) and target customer base of mobile game publishers.
• AdGem: Reward-based ad network and offerwall provider for mobile apps and games. Closely matches MyChips in core offering (rewarded engagement, advertiser goal completions) and serves a similar publisher base in gaming and non-gaming verticals.

Broad incumbents

• Fyber (Digital Turbine): Mobile ad-tech suite offering rewarded video, offerwalls, and mediation for app publishers. Direct overlap with MyChips' rewarded formats, but operates as a broader monetization stack rather than a specialized offerwall product.
• AppLovin: Major mobile ad-tech and monetization platform with rewarded ad formats and SparkLabs-style mediation. Overlaps with MyChips in rewarded inventory and mobile gaming advertiser demand at a vastly larger scale.
• ironSource (Unity): Major mobile ad-tech platform (now part of Unity) with rewarded video, offerwall-like formats, and SDK mediation. Competes with MyChips for publisher inventory and advertiser budgets, though on a much broader, full-stack ad-tech footprint.
• Mistplay: Montreal-based play-and-earn rewards and loyalty platform for mobile gamers and the acquirer of MyChips. Operates the LoyaltyPlay partner network spanning hundreds of apps globally; directly comparable as a rewarded UA / loyalty platform for mobile games.
• Mintegral: Global mobile ad network with strong rewarded video and playable ad formats. Competes with MyChips for advertiser UA spend in the hybrid-casual and casual mobile gaming categories.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtwitter.com/myAppFree
• LinkedInlinkedin.com/company/maf-ad

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

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 MyChips