Mobile advertising and monetisation outfit Tapjoy has formed a dedicated fund for Australia's independent mobile games developers.

The 'Tapjoy Australia Fund' will offer financial support for marketing and distribution – as well as consultation services and optimisation support – to select iOS and Android developers.

By committing these resources, Tapjoy claims that it hopes to support "one of the fastest-growing developer communities in the world," and is now accepting applications from Australian indies with at least one app already publicly available for iOS or Android.

Up-and-comers

"The Australian development community is one of the hottest, up-and-coming talent pools in the mobile space," explained Tapjoy's senior vice president of global partnerships Chris Akhavan.

"We want to offer them the tools, consultation and resources necessary to bring their apps to market, reach a global audience and monetise effectively.

"Through the Tapjoy Australia Fund, we are reinforcing our commitment to the outstanding Australia-based mobile development talent."

'Invaluable'

The announcement also attracted praise from the Game Developer Association of Australia.

In a statement, CEO Antony Reed said that Tapjoy's reach and experience in free-to-play will be "invaluable" for Australia's development community.

"They are the market leaders and have the insights and distribution power needed to succeed on mobile today.

"With the help of Tapjoy's marketing strength and free-to-play consulting experience, as well as Australia's $20 million Interactive Games Fund, Australia's indie developers will find the road to success a little less bumpy."