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Japan and South Korea continue to shape the global gaming landscape as some of the biggest players on the global field, not only in scale but also in how players engage, spend, and stay loyal. But as highlighted in our Mobile Gaming Across Markets Report, player behavior, content preferences, reward expectations, and even navigation patterns differ meaningfully between markets.
While US and Japan might lead the industry in IAP spend, how mobile games capture that spend differs wildly based on the unique cultural nuances and media consumption behaviors in each market.
That’s why today, we’re introducing APAC-first improvements coming to Japan and South Korea, featuring expanded local rewards and our first APAC-exclusive LiveOps contest.
These updates emphasize our commitment to building in APAC, for APAC, and helping publishers both local and global acquire and retain high-value players in their target markets.
👀 Related reading: Mobile gaming behavior & trends across the US, UK, Korea, and Japan
As a leading loyalty program for mobile gamers, we know that rewards work best when they feel familiar, trusted, and easy to use – which is why we’re expanding our catalog of local rewards to provide familiarity and flexibility to our Japanese and South Korean audience.
One standout addition coming to the Mistplay Shop is PayPay, one of Japan’s most widely used payment services. Players in Japan will be able to redeem their Mistplay Units for PayPay gift cards, signalling Mistplay’s commitment to offering rewards that feel aligned to how a user already spends, shops, and interacts online.
“We are very pleased that “PayPayPoint” have been added as an exchange option for Mistplay points. “PayPayPoint” is popular with many users in Japan due to their convenience and wide range of uses, from shopping to asset management. With this addition, we have created an environment where earned points can be immediately used for daily living expenses and shopping. We expect this will dramatically enhance the experience value for Mistplay users.” – Teppei Watanabe, Head of Point Solutions Sales Division, PayPay Corporation
Beyond PayPay, we’re continuing to explore and expand our local rewards catalog for each market.
Additionally, we’ve launched our first APAC-exclusive contest: The 7-day Check-In Fest. From November 27 to December 26 in South Korea, and Dec 12 to Jan 11 in Japan, players who log in for seven consecutive days will earn a chance to win bonus Units.
The campaign is designed to reward consistent engagement, introduce more players to the refreshed Mistplay experience, and mark the beginning of a more localized approach to community engagement in APAC.
These enhancements are just the beginning. At Mistplay, we’re committed to building experiences that resonate deeply with Japanese and South Korean players, while providing game publishers with new opportunities to reach and retain high-value audiences.
“Mistplay is always aiming to be the best way to play mobile games for everyone, everywhere. With these updates, we’re elevating the experience for South Korean and Japanese gamers while helping developers reach and retain high‑value audiences.” – Suzie Kim, General Manager of APAC, Mistplay
As the pioneer of play-and-earn, we’re committed to redefining how mobile gamers engage while helping publishers grow on a local and global scale. To stay up to date as our solutions evolve, follow us on LinkedIn and subscribe to our newsletter.