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JustPlay

Mobile P2E gaming platform with rewards

Overview

JustPlay runs a mobile rewards-based gaming platform where players play casual games to earn loyalty coins that can be redeemed every three hours for cash, gift cards, or charitable donations (which JustPlay matches). The app uses its own AdTech and in-house studios to generate revenue that funds player rewards in a self-sustaining, closed-loop system. It serves both gamers and developers in a B2B2C model, providing monetization and user acquisition within one ecosystem. Its goal is to offer sustainable rewards and longer engagement while delivering predictable ROI for developers, as seen with NCSoft’s 70% stake for about $230 million in 2026.

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About JustPlay

Simplify's Rating
Why JustPlay is rated
B+
Rated A on Competitive Edge
Rated A on Growth Potential
Rated C on Differentiation

Industries

Data & AnalyticsConsumer SoftwareEntertainmentGaming

Company Size

51-200

Company Stage

Acquired

Total Funding

$204.8M

Headquarters

Berlin, Germany

Founded

2020

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Simplify's Take

What believers are saying

  • NCSoft said JustPlay generated $172.8 million revenue and $19.1 million operating profit in 2025.
  • NCSoft projected $325 million revenue and $40 million operating profit for 2026.
  • Berlin reported June 2026 completion gives JustPlay capital, distribution, and global publishing reach.

What critics are saying

  • Google Play policy shifts can throttle rewarded-gaming installs and payouts overnight.
  • NCSoft integration can smother Berlin autonomy and push JustPlay into Korea-led priorities by 2027.
  • Ad demand concentration and fraud pressure can crush margins if North American traffic weakens.

What makes JustPlay unique

  • JustPlay’s closed-loop adtech funds rewards from gameplay revenue, not external prize budgets.
  • NCSoft completed its 70% stake in June 2026, validating JustPlay’s platform economics.
  • JustPlay owns 40-plus casual titles and combines publishing, monetization, and payouts.

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Funding

Total Funding

$204.8M

Above

Industry Average

Funded Over

1 Rounds

Acquisition funding comparison data is currently unavailable. We're working to provide this information soon!
Acquisition Funding Comparison Coming Soon

Benefits

  • Flexible Work Hours
  • Mental Health Support
  • Training Programs
  • Paid Vacation
  • Professional Development Budget
  • Conference Attendance Budget
  • Phone/Internet Stipend

Growth & Insights and Company News

Headcount

6 month growth

0%

1 year growth

0%

2 year growth

0%
Mobidictum
Mar 10th, 2026
NCSOFT will acquire a 70% stake in Germany-based JustPlay for KRW 301.6 billion ($204M), with the deal expected to close on April 30, 2026.

NCSOFT to acquire 70% stake in germany-based JustPlay for $204m. NCSOFT will acquire a 70% stake in germany-based JustPlay for KRW 301.6 billion ($204M), with the deal expected to close on april 30, 2026. March 10, 2026 According to NCSOFT's regulatory filing, the company will acquire a controlling 70% stake in JustPlay through a cash transaction. Headquartered in Berlin, JustPlay operates a reward-based mobile gaming platform and develops casual mobile games. NCSOFT said the purpose of the transaction is to secure a key platform in the ecosystem for expanding its mobile casual business. The regulatory filing also states that JustPlay recorded total assets of about $152 million, revenue of about $184 million, and net profit of about $17 million as of 2025. NCSOFT also signed an agreement covering the remaining stake held by the seller. Under that agreement, NCSOFT holds a call option while the seller holds a put option related to the remaining shares. The exercise price will be determined based on business performance at the time of exercise. The filing further states that the buyer in the transaction may later be changed to a subsidiary that NCSOFT plans to establish. In that case, the company said it will make an additional disclosure in line with relevant laws. NCSOFT has been expanding its casual games business in recent months. The company established a mobile casual center last year and previously acquired Singapore-based mobile game publisher Indygo Group in December. Mobidictum Mixer send the latest and exclusive reports for the game industry to your email inbox. Mobidictum Mixer won't send you spam. Unsubscribe at any time. I'm Sina, and I live and breathe video games. I have been lucky enough to make my passion my job, and I will always be grateful for that. Your email address will not be published. Required fields are marked *

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