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BizReport : Mobile Marketing : July 10, 2013

Tapjoy pushing revenue for many in mobile

According to recent data released by mobile monetization hub Tapjoy, developers using their network earned more than $200 million between 2010 and 2012. In just 2012 alone, 35 publishers leveraging the model earned more than $500K, and 18 publishers earned more than $1 million through Tapjoy's monetization solutions. How are they doing it?

by Kristina Knight

Kristina: The publisher earnings are pretty significant news. Tell me about why Tapjoy released these figures and about the overall growth in partner earnings?

Brian Sapp, Director of Developer Partnerships at Tapjoy: In reviewing our numbers, we realized we were about to hit this milestone of helping developers earn $200 million - and we're so proud of that. We have great developer partners and this is an effort to celebrate the work they do, and the work we do together. This is also a great example of the industry growth, the success of the free-to-play model, and the earning potential in the mobile space.

Kristina: To what do you attribute the increases?

Brian: The mobile market has really exploded over the last few years from the number of smartphones in people's hands around the world to the number of apps being created for users. In addition to that growth, the market is evolving into a viable economy of its own as developers have begun monetizing through in-app purchases. I really see this as just the tip of the iceberg - there's a lot of blue ocean. Even with these impressive numbers, only a small percentage of developers have embraced the free-to-play model, so I expect that as more people talk about the money to be made with this strategy, more developers will discover and leverage the possibilities.

Kristina: What is it about Tapjoy that helps developers earn more?

Brian: Tapjoy is at the center of the mobile economy. As a platform that unlocks in-app purchases, we're especially positioned to help developers capture more dollars when they adopt the free-to-play model. In general, the free-to-play model monetizes anywhere from 1-5 percent of users. Tapjoy allows developers to nearly double that percentage by integrating advertising into the model through the ability to unlock in-app content in exchange for engaging with advertising and brands. So even users who want in-app content for free are able to drive revenue for developers.

More from Brian and Tapjoy tomorrow, including how mobile will impact the remainder of 2013.

Tags: mobile ad trends, mobile advertising, mobile development, mobile marketing, Tapjoy

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