Hot on the heels of Tapjoy's move into self-publishing promising new apps and games, Flurry has announced its own means of courting developers to its platform.

The mobile analytics firm, which tracks over 10 billion anonymous, aggregated end-user application sessions each month, has launched the Game Acceleration Program (GAP) for iOS and Android.

Tit for tat

In exchange for development, financing, and marketing support from the program, developers incorporate Flurry’s AppCircle discovery and recommendation network into their titles.

And unlike the traditional game publishing model, Flurry won't seek to own the IP of an application.

"With roughly 10 million iOS and Android devices activated each day, the mobile space is as important of a channel as online and primetime TV," said Flurry president and CEO Simon Khalaf.

"Flurry reaches over 40 million active consumers each day through Flurry AppCircle – we want to help companies of all sizes better reach and monetise that audience."

Expert advice

Lending further credibility and incentive to the program, Flurry has hired renowned developer Jeferson Valadares as its general manager of games to provide advice and direction to the partners.

"There is no greater thrill than working through the design and iteration process with game studios to create a hit game," Valadares said.

"Whether we're collaborating with a brand or an indie gaming developer, Flurry GAP will share best-of-breed game design principles to deliver fun and engaging application experiences that increase retention and monetisation."