Using the feedback of Papaya's 35m users to create better targeted incentivised apps.
The Social Marketplace will suggest games based on their popularity among Papaya friends, as calculated using anonymous data in order to respect player privacy.
The joint offering will be available by the end of the year when developers will be able to integrate the Papaya Social SDK and Tapjoy’s Publisher SDK into their apps.
Tapjoy is, of course, the occasionally controversial ad network whose Mobile Value Exchange incentivises gamers to download free apps (or access other features like watching videos or subscribing to services) by offering them virtual currency.
It says its service can address more than 280 million mobile users.
By teaming up with Papaya, Tapjoy clearly wants to beef up the business model it already uses, but use the 'word of mouth' factor to improve user trust around the apps its recommending.
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“Our entire business is built around delivering as much value to consumers as possible, and clearly there’s considerable value in helping them discover new games based on what their friends are playing,” said Mihir Shah, President and CEO of Tapjoy.
“PapayaMobile’s social network has the scale and reach, particularly across the U.S. and China, to help make our ads further targeted and more engaging for users.”
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