In much the same manner third-parties rushed towards iPhone with software solutions aplenty in its early days, the same appears to be true for Android, with yet another firm preparing to serve up an in-app payment system for the OS.

RubyCoins says its own take on in-app payments – which has also been developed for Flash based games and MMOs – is the first 'complete' setup, integrating credit cards, online systems like PayPal, pre-paid cards, and mobile billing into one system.

"We are excited to offer secure, in-application payment solutions to the gaming industry," says RubyCoins founder and CEO Jim Nguyen.

"Publishers of online games, particularly free-to-play games which rely on micro-transactions for monetisation, understand the criticality of offering gamers a secure, seamless and pain-free experience during virtual item purchases and other transactions."

Dropping the drop off

RubyCoins estimates that roughly 30 percent of users 'drop off' the payments process as soon as they are taken out of the app itself – a problem its billing system, naturally, sets out to conquer.

"With our in-game monetisation capability, publishers and developers can keep their users in the game experience from item selection to checkout," Nguyen concludes.

RubyCoins in-app payments system for Android is one of a series to be announced in recent times, with mobile billing variants offered by Zong and Boku having followed the likes of PayPal and Mastercard into the ring.