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BizReport : Mobile Marketing : February 14, 2011

Tapjoy releases PPA app model

For much of gaming history, mobile application have used a Pay-Per-Install model, in which developers are paid when users download the app. A new release from Tapjoy gives developers more opportunity to monetize apps by using a Pay-Per-Action model instead. The release allows developers or publishers to reward users for installs and downloads, but also for reaching certain game levels or activities.

by Kristina Knight

tapjoy.gifThe PPA model is available to developers using iOS and Android platforms.

Here is how the platform works: A gamer download the app and begins playing. When they reach a point determined by the developer - finishing Level 1, playing a Tutorial, etc. - the user is rewarded. Tracking information is available throughout the conversion funnel so developers know what is or isn't working from a gamer standpoint.

"The release of our Pay-Per-Action SDK [takes the Pay-Per-install] model to the next level," said Linda Tong, Senior Product Manager at Tapjoy. "Now, instead of simply awarding virtual currency when a user installs your app, we allow you to incentivize users to get past Level 1, or do whatever it is you feel will truly engage them in your app and get them to keep using it."

"With the launch of [Tapjoy's PPA model] we expect our ROI to get even better," said Steve Hartman, Vice President of Marketing with GameFly. "We expect to significantly increase conversions that will lead to acquiring GameFly users who are more loyal and engaged than ever."

The metrics available to track these apps could hold a wealth of information for developers. Tapjoy has partners with Apsalar to determine how gamers are engaging within a specific game or across a multiple gaming apps; developers can also segment the users to create a kind of life-cycle which should help to improve ROI.

Tags: appvertising, gaming apps, mobile apps, mobile gaming, mobile marketing, Tapjoy

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