From Tapjoy to OpenFeint, service providers have been trying to monetise content in alternative ways.
Italian start-up social monetisation platform beintoo is also looking for a piece of the action, by providing an advertising opportunity for content developers.
And it's already worked out well for one of the biggest mobile titles ever: Halfbrick Studio's Fruit Ninja.
"Fruit Ninja is making money for many reasons, including that users are regularly buying in-app upgrades, actively downloading coupons towards other merchandise, and leaving advertisers very satisfied," says beintoo's CEO Antonio Tomarchio.
Rewards for all
Offering a similar approach to companies such as Tap.Me and Kiip, beintoo has its SDK available for the iOS and Android as well as JavaScript and PHP.
It offers real world vouchers, as well as virtual currency - called Bedollars - also including a Bescore reputation system and gifting options, which are tied into social and gameplay.
The goal, says Tomarchio, is to create "game mechanics that can be easily exploited by sponsors".
For example, create a FPS in beintoo and you can have a special gun sponsored by a company interested in the FPS-playing demographic.
It is of little-to-no cost to the player, and the company gets exposure.
Looking ahead
Around a year old, the company says it hopes to wrap up its seed funding in the UK by the end of October.
Advertiser interest will definitely help bring in more money, as Tomarchio says it has completed or nearly completed deals from McDonalds, Proctor & Gamble, and H & M.
And with Fruit Ninja and dozens of other titles signed up, beintoo has 12 million users with 200,000 added daily.
Tomachio expects there to be another big title, to be announced in November that will take beintoos numbers even higher.
Getting out the news
But for now, beintoo is focusing on getting more developers aboard, with a Unity plug-in enabled, offering more user rewards, and a new office in the US.
"Wed like to become the Mobclix for the next generation of games," Tomachio says, referring to the NASDAQ-floated mobile ad network, in terms of his longterm goal.
You can find out about its services via its website, or check out the video below.
Feature
Damon Brown has been speaking the mobile game gospel since 2003 for Playboy, New York Post, and many other outlets. Damon writes books
when he isn't busy gaming or Twittering. His most popular book is Porn & Pong: How Grand Theft Auto, Tomb Raider and Other Sexy Games Changed Our Culture.
Related Articles
Top Stories
News
9 hours, 9 minutes ago
Subway Surfers Classic update set to take players back to the game's origins
News
9 hours, 9 minutes ago
A third of developers implementing new payment options in face of Digital Markets Act’s $18 billion opportunity
News
9 hours, 39 minutes ago
More Xbox cutbacks hit ZeniMax with only Microsoft’s mobile ventures now unscathed
News
11 hours, 9 minutes ago
Chinese publisher iDreamSky opens office in Riyadh for first international expansion
News
9 hours, 9 minutes ago
A third of developers implementing new payment options in face of Digital Markets Act’s $18 billion opportunity
Feature
May 7th, 2024
Mobile Mavens: The industry has its say on Squad Busters ability to draw in “untapped audiences” with its “influence from a range of genres”
Feature
May 7th, 2024
Hot Five: Supercell’s Squad Busters supremacy, Brawl Stars bounces back, and a games industry journey at King
Events
Valencia Indie Summit 2024 | Europe | May 16th |
Digital Dragons | Europe | May 19th |
Mobidictum Meetup Tallinn May 2024 | Europe | May 21st |
Israel Mobile Summit 2024 | Middle East | Jun 6th |
Future Games Show 2024 | Jun 8th | |
PC Gaming Show 2024 | Jun 9th | |
WN Conference Istanbul 2024 | Jun 11th | |
DevGAMM Vilnius 2024 | Europe | Jun 14th |