Tapjoy, a company who specializes in mobile content monetization platforms, made a blockbuster announcement this week that they have partnered with many top iOS and Android application developers, which allows them to deliver safe, consumer-friendly and ad-funded payment options to over ten thousand apps.
Tapjoy's platform utilizes virtual goods, currencies and banner ads to increase a developer's app revenue. They are based on a "pay-per" model that rewards users for completing actions, such as downloading another app in Tapjoy's (or the developer's) network, or some other, game-specific action based on what they're currently playing.
Some of the prominent developers who have partnered with Tapjoy are OMGPOP, Moblyng, Craneballs Studios, Game Circus and Spry Fox and, yes, those are really their names. These companies have a global reach of about 250 million consumers with approximately 30 million daily active users. (How can anybody not be drawn to games like OMGPOP's Puppy World?) That's a lot of people and, potentially, a lot of revenue.
In a day and age where mobile advertising is steadily rising, those developers most attuned to leveraging their virtual currencies are going to find themselves coming out on top. It's also important, however, that developers woo new users to their existing long tail of apps.
Many of Tapjoy's latest publishers also serve as advertisers for the company by acquring new installs and qualified user engagements through the company's performance-driven ad marketplace. Currently, Tapjoy claims to deliver over 1 million ad completions every day for both app developers and brand advertisers.
Still, many consumers remain weary about the action-reward model of mobile gaming, but it has proven to be a lucrative market for some developers.