Mistplay has appointed Colin Roussil as chief financial officer, effective 1 September. Roussil brings a decade of experience in gaming and ad tech, most recently serving at Liftoff Mobile, where he helped lead the company through General Atlantic's investment in May 2025 at a $4.3 billion valuation and prepared for its summer public listing at $5.4 billion. At Liftoff, Roussil spent over four years as senior vice president of strategic finance, managing company-wide financial and operational initiatives. Previously, he held senior finance leadership roles at Activision Blizzard for six years, including vice president of corporate FP&A. Roussil will oversee Mistplay's finance function as the Montreal-based company scales its rewarded advertising and monetisation solutions for mobile game and app publishers.

Mistplay launches Audience Network following strategic acquisitions. Mistplay has launched the Mistplay Audience Network, designed to expand the scale and reach of rewarded advertising across the mobile ecosystem. The launch follows Mistplay's recent acquisitions of Connected Rewards(TM), formerly part of Mobivity, and MyChips from MAF. Both are now integrated into the company's LoyaltyPlay platform, creating a unified offering that gives gaming advertisers access to new and incremental audiences across a global network of apps. Rewarded advertising has continued to grow as publishers look for stronger engagement and monetization models. With the Mistplay Audience Network, the company combines its owned-and-operated inventory with supply from Connected Rewards(TM) and MyChips, extending reach to tens of millions of monthly active users across consumer app categories including finance, shopping, fuel, convenience, and restaurants. The network is designed to support both publishers and brands through LoyaltyPlay, allowing publishers to integrate rewarded gameplay and in-app activities into existing experiences. The system enables users to earn real-world rewards while supporting deeper engagement, retention, and lifetime value. "We've spent the last decade building Mistplay with a clear intention: to create a rewarded ecosystem that works for everyone. This isn't about following a trend, it's about applying years of insight from advertisers and partners to build something more scalable, more effective, and more balanced. Bringing these all together allows us to deliver stronger outcomes across the platform." Aaron Thandi, CCO of Mistplay, described the launch as part of a longer-term strategy for the company. "This wasn't two deals. It was two pieces of a strategy we've been building toward for years. We've taken a patient, deliberate approach. From launching LoyaltyPlay to acquiring Connected Rewards(TM) and MyChips, each step has been focused on expanding what rewarded advertising can do. The Mistplay Audience Network is the result, a unified system built for scale and simpler advertiser access." The combined network spans North America, Europe, and Asia. Mistplay will officially debut the Mistplay Audience Network at MAU Vegas 2026, taking place between May 19-21.