Mistplay

Mistplay runs a play-and-earn loyalty platform for mobile gamers, in which players earn rewards such as gift cards for engaging with mobile games. The Mistplay app has recorded over 30 million lifetime installs across Android and iOS, and the company has issued more than $200 million in gift cards to players. It works with game publishers to drive rewarded in-app purchase spending, which it reports in the hundreds of millions of dollars. The company operates in nine key markets globally.

Founded in 2015 by Henri Machalani and Eugene Joannides, Mistplay sits at the intersection of mobile gaming, loyalty and rewards, and digital user engagement. Its technical work spans artificial intelligence, machine learning, mobile gaming technology, loyalty platforms and recommendation engines. At the centre of this is the Helios AI engine, a proprietary system that powers Mistplay's rewarded engagement and game discovery.

For creative professionals, the relevant product work concerns a consumer-facing mobile app used at scale: game discovery and recommendation surfaces, reward and gift-card flows, and the visual presentation of a two-sided ecosystem serving both players and publishers. The company describes its approach as mission-driven around rewarding player loyalty, and as oriented towards an ecosystem that benefits both players and game publishers. Mistplay is backed by Growth Curve Capital.