Apple's attack on incentivised downloads means it's not surprising to see Tapjoy crowing about its continued success, the firm revealing its ad-funded payment platform has hit 10,000 apps.

New partners include OMGPOP, Moblyng, Craneballs Studios, Game Circus and Spry Fox, with the company keen to stress said growth isn't limited to Android.

Indeed, we're informed Tapjoy 'still has legs' on iOS, with some Apple-exclusive developers continuing to adopt the platform.

Tapping up the future

As a whole, CEO and president Mihir Shah is keen to bill Tapjoy as a vital part of the wider freemium movement.

In the company's own words, Tapjoy's turnkey ad platform 'empowers consumers' by enabling them to earn in-app virtual goods or currency in exchange for installing other apps, signing up for services or watching ads, amongst other things.

In short, if the freemium model is the future for most developers, Tapjoy believes it is best equipped to serve them.

"Free-to-play titles are driving user experience and engagement in mobile, and we are honoured to partner with so many of the best and fastest growing developers leading this charge," added Shah.

"Our developers tell us that nearly one-third of their total revenue comes from our platform, which speaks to the tremendous consumer demand for easy-to-use and 100 percent trustworthy alternative payment options like ours."

Tapjoy claims its reach has now hit 30 million daily active users (DAUs), serving them a total of 1 million ad completions every day.