Tapjoy opens $5m fund to help developers port to Android

Provides porting and testing services and the option to use Tapjoy’s virtual currency monetisation engine.

Tapjoy doesn't specify in its official release exactly how the $5m will be shared out or where the money comes from, but the firm says the project is designed to 'offer monetary and development support to game developers looking to port existing content and apps to the Android platform'.

The firm offers a 'discovery marketplace' that uses virtual currency and advertising for the long term monetisation of games, while returning analytics and other value-added services back to developers.

It recently got into a row with Apple, when the latter clamped down on downloads in return for advertising, which is a model Tapjoy supports.

It says selected games will receive free marketing credits for new user acquisition through the company’s performance-based advertising network.

“Tapjoy is in the business of democratizing the application ecosystem by bringing innovative content and targeted experiences to consumers while providing a level playing field for developers large and small to get their apps discovered,” said Mihir Shah, CEO of Tapjoy.