Zedge partners with Appia to launch mobile marketplace for 40 million monthly users

Firm becomes key distribution partner

Zedge partners with Appia to launch mobile marketplace for 40 million monthly users
Building on its claim to be the fastest growing open app store, Appia has signed a deal with mobile gaming distribution channel Zedge to power the firm's new marketplace.

The store, hosted at, will add Appia's library to Zedge's existing content for its 40 million monthly unique users (MUUs) across Symbian, BlackBerry and Java, enabling them to 'personalise their phones' with free apps and games.

Alright with the white

"Appia is excited to bring a great collection of mobile applications and games to Zedge's 40 million monthly users," said Appia CEO Jud Bowman, concerning the deal.

"With the addition of Appia’s catalog, Zedge has created an even richer user experience that will draw multitudes of return visits, representing a tremendous opportunity for application developers to reach millions of new consumers and achieve more downloads."

Appia is already behind app stores for the likes of Opera, Samsung, T-Mobile, AT&T and Verizon Wireless, having proclaimed itself the fastest growing following GetJar's withdrawal from what it called the 'unprofitable' white label market in April.

Zedge claims titles on its network have amassed 17 million downloads to date, which will help boost the 40.2 million monthly download rate Appia posted in August.

The deal will also benefit the 32,000 studios signed up to Appia's developer program, the firm claims, with the platform now reaching a potential total of 250 million mobile subscribers across 175 countries.

[source: Appia]

With a fine eye for detail, Keith Andrew is fuelled by strong coffee, Kylie Minogue and the shapely curve of a san serif font.