PLAY2PAY, INC.
Play2Pay is a Miami-based mobile rewards platform that lets consumers earn credits by discovering and playing apps and games, then convert those credits into monthly recurring bill payments.
Last updated September 29, 2026
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Overview
Play2Pay, Inc. is an American mobile technology company that operates a rewards and alternative bill-payment platform. Founded in 2015 as Adfone, Inc. by Brian Boroff, the company began with the idea that mobile phone users could pay their service-provider bills by watching ads and videos and completing special offers on their devices. It later rebranded to Play2Pay and shifted its focus toward mobile apps and games, which by 2020 had become the dominant revenue stream for the business. The platform works by converting user engagement into bill payment. Consumers discover new apps and games on their phones, engage with them through in-app and cover-screen experiences, and earn credits that become more targeted as engagement grows. Those credits are then redeemed as payments toward monthly recurring bills, initially focused on wireless service providers, with a stated vision to expand across mobile phone, cable and internet, and utility household bill categories. Play2Pay describes itself as the first company to gamify getting bills paid, and says its users save hundreds of dollars a year on recurring bills. The company serves three main groups: service providers, marketing partners, and consumers. For service providers, it offers a way to reduce bill delinquency and improve customer retention; for advertisers and app monetization partners, it provides access to an engaged audience. Play2Pay has publicly highlighted partnerships and testimonials from mobile monetization and research companies including Fyber, Tapjoy, and TapResearch. Play2Pay is headquartered in Miami, Florida, and its team has international experience in monetization, gamification, and engagement. Brian Boroff serves as Founder and CEO, with other leaders including Mariana Ferreira (Head of Carrier Partnerships), Alex Betancur (Chief Product, Growth & Revenue Officer), Sean Eyen (Director of Sales and Monetization), Himshikha Dangri (Head of Marketing), Mitchell Kelman (Director of Engineering), and Heather Arbiter (Head of Product). The company is privately held.
History
Play2Pay began life as Adfone, Inc., founded in 2015 by Brian Boroff. Boroff's founding vision was that mobile phone users could pay their service-provider bills by watching ads and videos and completing special offers on their devices. This positioned the company at the intersection of mobile advertising, rewards, and consumer bill payment. In 2020, apps and games became the dominant revenue stream for the company, leading to further investment and a sharper focus on mobile app and game discovery as the primary engagement mechanic. The company rebranded from Adfone, Inc. to Play2Pay, reflecting its consumer-facing promise: play, earn credits, and pay bills. Play2Pay built a platform around three engagement surfaces: app and game discovery, in-app engagement, and cover-screen engagement, with in-app bill payment as the redemption endpoint. Users earn credits that increase and become more targeted as they engage, and then convert those credits into monthly recurring bill payments, initially focused on wireless service providers. The company has stated a vision to become the leading provider of alternative bill payments across mobile phone, cable and internet, and utility household bill categories. By the early 2020s, Play2Pay had established partnerships and received public testimonials from mobile monetization and research companies including Fyber, Tapjoy, and TapResearch, who praised the engagement and conversion quality of the Play2Pay user base. The company is headquartered in Miami, Florida, and remains privately held, led by founder and CEO Brian Boroff.
- 2020
Apps and games become the dominant revenue stream, leading to further investment.
- 2015
Adfone, Inc. founded by Brian Boroff.
Company rebrands from Adfone, Inc. to Play2Pay.
Products and positioning
A gamified alternative bill-payment and mobile engagement platform that converts user engagement into payment, serving consumers, service providers, and marketing partners.
Play2Pay rewards and bill-payment platform
A mobile platform where users discover apps and games, earn credits through engagement, and convert credits into monthly recurring bill payments.
In-app engagement
Users are guided through a personalized experience to maximize savings opportunities.
Cover screen engagement
A customizable cover screen delivering exclusive offers, updates, and daily challenges to boost user savings.
In-app bill payment
Users convert their credits into service-provider payments within the app.
Recent events
Play2Pay and TIM Brasil announce strategic partnership[6]
Reported:
Play2Pay announced a strategic partnership with TIM Brasil to deploy Play2Pay's platform to more than 50 million TIM customers, allowing users to earn internet bonuses through games, videos, and special offers.
Sources6 sources
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