Tapjoy officially brought its Mobile Value Exchange ad platform out of beta today. Since the company reports having 70 million monthly active users on the platform, Tapjoy probably feels pretty secure that the product is stable.
Mobile Value Exchange is a self-serve, bidded auction marketplace for mobile ads that is designed to connect all sizes of advertisers with targeted consumers on their smartphones and tablets. It also allows users to exchange their choice of ad engagement for virtual currency or premium content.
The Tapjoy network is compatible with iOS and Android – as well as the company’s own HTML5-based Personal App Marketplace – and is operational in nearly 200 countries.
“The freemium market for mobile app developers has reached a very exciting point of scale,” said Mihir Shah, president and CEO of Tapjoy. “Our industry has experienced global adoption of the model with a broad and engaged set of users. Now is the time to provide our users with increasingly relevant and targeted advertisers that work for specific affinity groups. It’s still early, but we see significant headroom in encouraging users to self-select those advertisers that appeal to them.”
In other Tapjoy news, on Jan. 25 the company announced that its Android Fund has grown to include more than 130 total applications, and that its Android network had grown from approximately 171,000 total monthly active users in January 2011 to over 25 million in December.
The Tapjoy Android Fund offers monetary and other support to game developers wishing to port existing apps to the Android platform. Naturally these developers are encouraged but not required to use Tapjoy’s virtual currency monetization engine, game state server for virtual economy management, mobile analytics platform and other services.
Hit games that have benefitted from the Tapjoy Android Fund include MachineWorks Northwest’s 3D Hunting: Alaskan Hunt (pictured), with more than 1 million total users, and the evergreen Duke Nukem; Craneballs Studios’ Overkill, with more than 900,000 users; Making Fun Inc.’s Santa’s Village, which has 680,000 users; and other titles from developers like Qubyte Interactive, CerebralFix, Sneaky Games, SkyVu, Mambo Studios, Mention Mobile, Digital Harmony, VisionaryX and PixoFactor.
Tapjoy’s investors include J.P.Morgan Asset Management, Rho Ventures, North Bridge Venture Partners, InterWest Partners and D.E. Shaw Ventures. The company is headquartered in San Francisco, with offices in New York, Los Angeles, Chicago, London and Tokyo.
Tapjoy blog post – http://tinyurl.com/7tn9ayt