MAF’s Play2Earn launches on iOS, outperforming multi-reward by +80% ROAS

MAF, a leader in the rewarded advertising space for app growth and monetisation, has officially launched Play2Earn for iOS, solving one of the industry’s longest-standing challenges: scaling rewarded advertising on Apple’s platform. The results? Up to +80% ROAS compared to traditional multi-reward setups.

It’s a major breakthrough in a space where scaling rewarded advertising on iOS has long been a challenge. While rewarding users for their playtime has consistently driven growth on Android, Apple’s SKAdNetwork and strict privacy policies have made it difficult to replicate that success on iOS.

As a result, many of the top players in rewarded advertising continue to reserve more innovative formats, like playtime rewards, for Android, leaving iOS users with more traditional setups, despite clear evidence that rewarding playtime consistently delivers stronger results.

But MAF’s latest launch changes that.

Play2Earn for iOS is an extension of the format MAF introduced last year within its offerwall product, MyChips. The format rewards users for time spent playing games rather than for single or multi-step actions, delivering non-intrusive monetisation and improving both retention and ROAS for advertisers.

"Play2Earn for Android was a strong performer from the start," said Massimo Caroli, chief business officer at MAF.

"But the real opportunity was always iOS, if we could crack it. And now we have. We’re seeing up to 25% more daily installs, D30 ROAS up to 80% higher, and retention lifts of +150% in early campaigns. It confirms what we always believed: iOS users are incredibly valuable, and by rewarding them for playtime, you get their full potential."

So how did MAF pull it off?

The key lies in privacy-centric design. While many playtime-based ad formats rely on intrusive tracking methods that fall foul of Apple’s privacy standards, MAF took a different approach.

“From day one, we knew we had to design Play2Earn in a way that didn’t compromise user trust,” said Riccardo Fuzzi, CEO of MAF.

"We built an AI-based system in-house that can detect playtime with 98% accuracy, without monitoring every user action. It’s fully compliant with Apple’s privacy framework and built on proprietary technology, making MAF the only provider able to offer this format on iOS.”

With Play2Earn now officially live for iOS, MAF is inviting publishers and advertisers to take part in the next phase of rewarded advertising growth. The first case study, featuring the idle game Survivor Idle Run, is already showing strong results.

Explore the full case study and see what’s possible with Play2Earn on iOS.