Given its fractious relationship with Apple over incentivised downloads - now banned on iOS - it's little surprise Tapjoy is now on an all-out push to promote Android.

Its latest initiative to push developers towards Google's mobile platform is the Tapjoy Android Fund. Backed with $5 million, it's designed to encourage developers to port their content to Android.

As Tapjoy points out, with 400,000 Android devices being activated daily, there's a massive audience for content, especially for freemium, ad-supported or otherwise incentivised games.

Helping hands

Tapjoy will also provide porting and testing services for all leading Android handsets, while it will gain revenue encouraging developers to use tools such as its virtual currency monetisation engine, game state server for virtual economy management, and mobile analytics platform.

Selected games will receive free marketing credits for new user acquisition through the company's performance-based advertising network.

New horizons

"Tapjoy is in the business of democratising the application ecosystem by bringing innovative content and targeted experiences to consumers while providing a level playing field for developers large and small to get their apps discovered," said CEO Mihir Shah.

"The openness and skyrocketing popularity of the Android platform makes it a perfect match for our long-term objectives. This new porting program will identify great apps and give them the opportunities they deserve."

Similar encouragement to developers - both financial and in terms of support - have come from a variety of sources, including mobile social networks OpenFeint and Scoreloop, while publishers such as Glu Mobile and TinyCo also highlighted Android in their recent content acquisition funds.

Developers interested in the Tapjoy Android Fund can find out more here or you can email publishing@tapjoy.com