The thinking behind such a trend isn't complex: integrating your tools into already popular SDKs grows the entire development ecosystem and makes sure people are using your tech.
Ansca Mobile, which is behind the cross-platform Corona SDK, is hoping such a strategy can be used to help expand its business beyond the 20 million downloads it's already amassed, announcing a link up with both PapayaMobile and mobile ad network InMobi.
Three into one
The three tools have been grouped together into a cloud-based backend called LaunchPad, which looks to offer developers a one-stop shop for success.
Of particular interest to Ansca Mobile is the fact many studios that implement the Corona SDK find it difficult to market their titles come release.
By linking up with both PapayaMobile and InMobi, the hope is LaunchPad will help eradicate this problem.
"The more successful Corona developers are, the more successful we are," said Ansca co-founder and CEO Walter Luh.
"That's why we created LaunchPad - to give them the best opportunities to promote and monetise their apps. And we're thrilled to have partners like InMobi and Papaya providing Corona developers with even greater advantages in the highly competitive mobile apps space."
Hack attack
LaunchPad will offer marketing services, guidelines and analytics to developers that sign up, tapping into InMobi's 36 billion monthly impressions and PapayaMobile's 22 million users.
In a bid to ensure its success, Ansca is also set to co-host a hack-a-thon in San Francisco with both PapayaMobile and InMobi on August 27.
The event will showcase all three firm's roles in LaunchPad, as well as providing workshops designed to illustrate how best to take advantage of the set up.
Prizes will be on offer for participants, either those at the event itself, or those competing virtually over the internet.
