Tapjoy's response to Apple's decision to begin banning apps and games that use install incentivisation schemes appears to have been twofold.

As well as offering a frank statement in response to the news, the market leader has also been in conversation with Apple itself, with the two parties discussing how the incentivisation model – which rewards users for downloading titles advertised in-app – can continue to function.

Caps for apps

The end result? A self-imposed cap that will restrict the use of pay-per-install promotions on Tapjoy so apps cannot hit the top 25 using such methods alone.

"We have put in place a capping mechanism, so no single app can drive the [top 25] charts for another app," said president and CEO Mihir Shah.

"That went out Thursday or Friday of last week. That cap is pretty reasonable."

Tapjoy claims apps will still be able to reach the upper echelons of the rankings, but they'll have to employ other methods, such as longer usage, engagement or good reviews and recommendations.

All eyes on Apple

Though the incentivisation block came somewhat out of the blue, it's believed Apple was concerned that developers were essentially using such schemes to pay for a top spot in the App Store charts.

It's yet to openly comment on Tapjoy's new cap, though Shah said his company is willing to work with Apple wherever it can to ensure its business abides by its rules.

"We only win if Apple wins," he added.

"Apple is the king of the App Store. We need to find a sustainable way to work with them."

[source: GamesBeat]