It used to be that $2 million or even $5 million was considered sufficient if you were planning on launching some sort of developer fund.

No longer. Whether a combination of inflation or the cash being generated in the mobile apps industry, US promotion and monetisation specialist W3i has just taken the wraps off its $10 million AppX game developer marketing fund.

Its purpose is to fund developers in terms of user acquisition on iOS and Android using W3i's platform.

Sign up now

Developers who are accepted will receive what W3i calls 'production support, actionable insight to optimise their games, and profitable user acquisition with funding' via the AppX suite of services.

These are provided without charge, long term revenue share, or any requirements in terms of IP rights.

One developer already happy with W3i's service is Brian Robbins, of Riptide Games.

"W3i has proven to be a valued partner in marketing our game, Pet Zombie," he says.

"Not only did we quickly become profitable with our app, W3i helped increase the lifetime value of our users by three times. We would highly recommend using W3i to market your mobile game."

W3i's CEO Andy Johnson commented: "Our road map continues to focus on improving monetisation and user acquisition tools to optimise return on investment using a decade of experience doing the same for our desktop app partners. The rollout continues with AppX.”

You can find out more about AppX here.