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W3i unveils ad-funded payment solution for iOS

W3i unveils ad-funded payment solution for iOS
It's automatically programmed into the mind of many savvy gamers to ignore any in game adverts they might come across.

Throw a reward or two in their direction, however, and a fair number might be willing to give the ads that pop up a go.

That's the motivation behind W3i's new ad-funded payment platform for iOS, serving up a format that pays players virtual currency to install any apps advertised in free titles sporting the platform.

Download dealings

The idea is, more independent developers will be able to adopt an ad-supported freemium model for their titles, picking up downloads aplenty in the process.

In turn, those advertising will also benefit from increase click-throughs and installations.

"The W3i Ad-Funded Payment Platform provides publishers an opportunity to monetise and drive their virtual goods transactions in a branded offer wall experience, while giving advertisers powerful insights and control into their marketing campaigns through sophisticated campaign dashboards," said W3i CEO Andy Johnson.

"Users get free apps. A win-win-win."

Answering the call

It's a model that some developers have called for in the past.

Back in 2009, Zynga founder and CEO Mark Pincus said he'd be interested in a self-service advertising set up that enabled developers to sell their wares on fellow studio's titles.

"It would be a great service to the whole industry," Pincus said at the time.

"It would make it far easier for small developers to immediately add monetisation to what they're doing, and would also give the EAs of the world, who have big budgets, a guaranteed channel for marketing their iPhone games."

W3i's platform, which is driven by the firm's InstallIQ software, is set to be optimised for both iPhone and iPad.

W3i is also keen that it deliver on every level, providing customisable interfaces for publishers, insightful reporting for developers and what it describes as extensive and robust support for advertisers.

More details can be found on the firm'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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