App incentivisation specialist Tapjoy has announced that its network has "crossed the 1 billion device threshold", with the platform adding more than 500 million devices in its last eight months alone.
The network, which is rumoured to have agitated Apple on several occasions, has nonetheless managed to foster an impressive base, with 100 million unique viewers accessing it each month.
Billion battler
"Achieving the 1 billion device threshold serves as an additional marker of our overall global scale," said CEO and president Steve Wadsworth.
"This achievement is just the beginning for Tapjoy. As our advertiser and developer partnerships continue to grow, this number will continue to skyrocket and further cement Tapjoy as the global leader in mobile app discovery and monetisation."
Such success has emerged within an environment of controversy, with many parties criticising Tapjoy's network which incentivises consumers to download other apps within its network with rewards such as virtual currency for manipulating app rankings.
For developers eager to expand both their base and their visibility, however, Tapjoy has proved invaluable, with the network launching a web-based interface and expanding on Android as Apple reportedly tightened up its rules.
The China question
"Tapjoy has been an important part of our distribution strategy for the past three years and we are not at all surprised that the Tapjoy Mobile Value Exchange has achieved such scale," added Glu CEO Niccolo de Masi.
The company claims that growth in China now represents a "huge opportunity".
In July, the firm's network connected with 44 million devices across the country, though that represents just 3 percent of the China's total population.
Nonetheless, the company claims around three quarters of its viewers already come from outside of the US, with further international expansion on the cards.
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With a fine eye for detail, Keith Andrew is fuelled by strong coffee, Kylie Minogue and the shapely curve of a san serif font.
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