Mistplay Inc.

Mistplay Inc. operates a mobile gaming loyalty program that enables users to discover and enjoy games while earning rewards. The platform personalizes game recommendations and incentivizes user engagement through a unique rewards system. Founded in 2015 and headquartered in Montreal, Canada, Mistplay Inc.

provides a platform that allows mobile gamers to earn rewards while playing. The company was co-founded by Eugene Joannides and Henri-Charles Machalani, with Jason Heller serving as the CEO. In December 2021, Mistplay received an investment from GrowthCurve Capital, which acquired a majority stake in the company. This deal is part of a strategic growth initiative to leverage artificial intelligence and expand its offerings.

The only deal recorded was the acquisition in December 2021. Mistplay's primary offering is a mobile gaming loyalty program that allows users to discover and play games while earning rewards in the form of Units. The platform features a curated catalogue of games tailored to each user's preferences, encouraging engagement by rewarding players based on the duration of gameplay. Users can redeem the Units they accumulate for a variety of rewards, including gift cards for popular retailers such as Amazon, Google Play, and PayPal.

The service also includes weekly sweepstakes that allow players to participate in contests featuring specific games, enhancing user interaction and retention. Mistplay primarily targets mobile gamers across North America and Europe, providing a unique value proposition in the gaming sector by incentivizing gameplay through a personalized reward system. Mistplay generates revenue through a model that is structured around user engagement and partnerships with game developers. Clients, primarily mobile game developers, collaborate with Mistplay to promote their games on the platform, leveraging the loyalty program to increase user acquisition and retention.

The unit-based reward system incentivizes users to play longer and engage with more games, resulting in higher visibility and usage for partnered titles. The economic structure involves revenue sharing arrangements with these developers, aligning interests between Mistplay and its partners. The acquisition by GrowthCurve Capital in December 2021 will enable Mistplay Inc. to accelerate its artificial-intelligence-based strategy and support the launch of new business lines.

The company plans to expand into new markets, focusing on increasing its presence in regions where mobile gaming is rapidly growing. Specific targeted regions for this expansion have not been disclosed, but efforts will likely align with the overall growth strategy derived from the recent funding.