Downloads and installs are one thing, but monetisation is another.

As such, tools that enable developers to make the most of their userbase have become an increasingly important cog in the wheel, making Creative Mobile's claim that SponsorPay generates up to twice as much revenue for the firm as in-app purchases (IAPs) especially noteworthy.

Revenue riser

It's a claim made just as SponsorPay unveils new partnerships with Outfit7, HandyGames, Apostek and Yuilop, with Creative Mobile CEO Vladimir Funtikov claiming Android freemium release Drag Racing has already seen the benefit.

"Offers make us 1.5-2 times more revenues than in-app purchases," said studio founder Funtikov.

"SponsorPay's powerful mobile product has sparked significant revenue growth for us in the US and also opened up new markets in Europe and Asia."

Briding the gap

The platform – which offers app install and engagement campaigns, video ads and mobile cost-per-action (mCPA) offers - claims it's stepping up to the plate on Android, enabling studios to monetise what's a larger userbase than iOS, but one that typically plays second fiddle to the App Store on the games front.

Just how much revenue Drag Racing generates from IAPs in the first place is unknown, though SponsorPay is keen to point out Creative Mobile's release is one of the 10 most downloaded apps of all time on Android.

More details on SponsorPay can be found on the firm's website.

[source: SponsorPay]