New Tapjoy Pay-Per-Action Model Makes Brand Engagement More Fun For Gamers

Businesses in the mobile space are increasingly looking to optimize user engagement and Tapjoy's latest offerings might just give them that silver lining.

Businesses in the mobile space are increasingly looking to optimize user engagement and Tapjoy’s latest offerings might just give them that silver lining. More after the jump.

Tapjoy is proud to announce their Pay-Per-Action app distribution service that lets iOS and Android app developers reward users for various behaviors in addition to installing the application. Tapjoy’s monetization platform already lets apps monetize their users by letting them install other apps in their network for virtual currency. With this offering, players will go a step beyond installation and engage in tasks such as completing a tutorial or achieving a certain level.

“The Pay-Per-Install model has proven extremely successful in driving cost-effective user acquisition for mobile developers. The release of our Pay-Per-Action SDK, however, takes that model to the next level,” said Linda Tong, senior product manager at Tapjoy. “Now, instead of simply awarding virtual currency when a user installs your app, we allow you to incentivize users to get past Level 1, for instance, or do whatever it is you feel will truly engage them in your app and get them to keep using it.”

Cost per action, or pay per action, is a perfect fit for Tapjoy as it lets developers see a higher return on investment and test behaviors of various users along the conversion funnel. This analytical insight will be provided by Apsalar, a mobile behavioral analytics platform that Tapjoy has recently partnered with. The Apsalar analytics platform defines and interprets conversion funnels in one app or across multiple apps and offers cohort-based segmentation to run life-cycle analysis of app users.

This type of per per action has been observed in the past on the web/Facebook by monetization companies and is akin to their CPI model where they place pixels at different points in the application. App developers paying for isntalls pay higher prices for users that have to go further in the app vs simply installing it.

Tapjoy will be offering a Pay-Per-Action SDK that ties into Apsalar’s analytics package and lets developers track user behavior as segmented into cohorts of users. This can let developers figure out the most engaging points. GameFly, the video game rental service, has been using Tapjoy in driving installs of their GameCenter app and is expecting to increase loyalty of users with Tapjoy’s offering. This style of engagement is relatively popular and can be observed at Sometrics’ where users perform various ‘missions’ and in exchange receive gamecoins to spend within games on and convert them to Facebook Credits if they like.

“We already use Tapjoy for distribution, and have implemented Apsalar for advanced engagement and conversion analytics,” says Rizwan Virk, CEO of Gameview Studios, makers of popular iPhone games Tap Fish, Tap Ranch and Tap Town. “We think that having both of these companies working together will be great for developers like us.”