Incentivised downloads might have a chequered past on iOS owing to Apple's unannounced rule change back in April, but W3i still believes there’s a legitimate model to offer developers.

The firm's solution is to further merge the practice with in-app advertising, serving up daily app offers via banners or notifications tied to specific user actions that, in theory at least, up app download rates.

We caught up with product manager Melissa Johnson to ask why the firm's new venture – dubbed the Mobile App Ad Network (MAAP) – will find more favour with developers than current incentivisation schemes.

Pocket Gamer: What lead to W3i developing MAAP?

Melissa Johnson: The primary reason was in response to developers coming to us asking for alternative monetisation options.

Many are aware of mobile advertising as a common monetisation strategy but complained it just didn't perform well. W3i has a history of listening close to market needs and responding as necessary. Developers spoke, we answered.

Specifically, what does MAAP have to offer developers?

MAAP provides developers with an easy-to-implement alternative monetisation solution that will most likely fall between ads and incentivised installs in terms of performance.

Additionally, for advertisers, we anticipate the combination of time-based offers to increase conversions, giving them a bigger bang for their ad buck.

How does it differ from rival ad networks?

The Mobile App Ad Platform is delivered in game apps and provides other game app offers. The premise being that gamers will respond to game offers.

Other influencers, such as a timer countdown on the offer, increase the likelihood the gamer will interact with the ad rather than just be inundated with banner ads during their entire experience in an app.

Your numbers suggest app offers enjoy a far higher conversion rate than standard ads?

Because MAAP is a new offering, we can't definitively provide performance numbers. We are making the assumption that it will perform better than published ad network metrics given our experience with both an incentivised install solution and a free app of the day service.

App offers have a higher conversion rate because they are more targeted. They are game offers made to a gaming audience. We're not trying to sell sand in the desert.

How many studios have signed up for the network to date?

We have about half a dozen publishers in various stages of implementation and launch phases. These publishers have agreed to participate in a beta where we'll prove out the model.

Our expectation is that it will be successful and the number of publishers will increase over time. Among those on board are the guys over at Appy Entertainment who continue to churn out rock star titles.

Additionally, our wholly owned investment firm, Recharge Studios, has several titles and partner titles that we're working on implementing the MAAP in.

Your initial MAAP feed focuses on a 'free app of the day' model. What other ventures do you plan to introduce?

We are keeping our options open and do not have anything to announce at this time.

When do you plan to roll out of beta?

This is dependent upon publisher and advertiser feedback and the data collected regarding the performance of the system.
Thanks to Melissa for her time.

You can find out more about MAAP on W3i’s website.