JustPlay

JustPlay is a Berlin-based mobile gaming and rewarded advertising technology company founded in 2020. It operates a platform that connects casual mobile games, in-app advertising, loyalty mechanics and player rewards through its proprietary Play-to-Earn ecosystem.

The company’s closed-loop infrastructure reinvests monetization from player engagement and advertising into an automated rewards pool. Players earn virtual coins through gameplay and ad interaction, then redeem them through options including PayPal, gift cards or charitable donations. This model combines game publishing, user engagement and ad monetization in a single operating system designed for sustained rewards.

Platform and game development

JustPlay develops and publishes first-party casual mobile games alongside its loyalty and rewards app. Its portfolio includes titles such as Solitaire Classic, Treasure Master, Bubble Chef, Merge Blast, Wooden Puzzle Bliss, Sugar Rush Adventure, Food Blast, Match 3D, Ball Bounce and Mad Smash.

Its work spans:

• Rewarded mobile gaming and loyalty-app experiences
• Casual mobile game development and publishing
• In-app advertising monetization and yield management
• Player retention and engagement systems
• Payout processing and charitable giveback capabilities

JustPlay serves the mobile gaming, advertising technology, loyalty and rewards, and digital entertainment markets.

Current business context

In June 2026, NCSOFT completed its acquisition of a 70% majority stake in JustPlay GmbH. JustPlay remains active and continues to operate independently under its executive leadership. The company combines a consumer-facing rewards ecosystem with B2B adtech and gaming infrastructure, supporting its own games and monetization platform.