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Tapjoy to use its 1.5 million daily app install muscle to publish indie titles

Tapjoy to use its 1.5 million daily app install muscle to publish indie titles
The advent of digital distribution has led many developers to question whether the traditional publishing model is valid anymore.

No doubt, publishers would argue against this view, but it's certain their role is fragmenting.

It's a trend reflected by the launch of app monetisation specialist Tapjoy's self-publishing model, which supports promising new titles that have yet to make it to market.

Money and momentum

Tapjoy will help fund their development, aiding studios with both capital and resources. Once released, games will also received monthly marketing credits to aid user acquisition through Tapjoy’s 200 million-strong mobile network.

"We're in the unique position of being able to turn great but undiscovered apps into major hits by leveraging our mobile social distribution platform," said president and CEO Mihir Shah.

"We are proud to support the growing category of global application developers and entrepreneurs who need help getting their apps out there but want to maintain ownership and creative control of their properties."

Expanding bases

The other bonus, in Tapjoy's view, is that apps included can tap into the firm's ad targeting technology, which makes app download recommendations to users.

Tapjoy claims its current reach is pushing 1.5 million app installs a day across iOS and Android, generating $35 million per month.

The first firm to sign up to Tapjoy's self-publishing model is 5th Planet, which claims it saw monthly active users rise by 40 percent in Dawn of the Dragons' first month on sale.

Developers interested in signing up to the program should visit Tapjoy's website.

With a fine eye for detail, Keith Andrew is fuelled by strong coffee, Kylie Minogue and the shapely curve of a san serif font.

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