EXCLUSIVE: Tapjoy Tells Benzinga Why It's On Top Of Its Game

Ever wondered who is responsible for those games that seem to be adored and despised in equal measure, that are all over platforms like Facebook, Myspace and Google? Meet Tapjoy, a San Francisco-based company that, according to its website, “is the leader in monetization and distribution services for social and mobile gaming applications, MMOs, virtual worlds, social platforms and other publishers selling virtual goods or premium digital assets.” Tapjoy senior director Matt McAllister spoke to Benzinga to explain in a little more detail. “Our distribution platform is embedded directly into the application experience,” McAllister said. “We help users discover new games while earning virtual currency inside another game they've already installed and are currently playing. It's a win-win for users, who get the virtual currency and to discover new apps, and developers, who can distribute their apps cost-effectively and monetize their users through ad-funded payments.” McAllister is understandably proud of the fact that Tapjoy is already largest provider of this type of service by a long shot, but says that the company is keen to keep its competitive edge. “We are constantly rolling out new products focused on three important value propositions for the application ecosystem: discovery, engagement and monetization,” McAllister said. “For instance, we announced our Pay-Per-Engagement product recently, which awards virtual currency for actually engaging within an app instead of just downloading it, and we have a number of new ad units and creative formats that create a more compelling and unique user experience.” Going forward, Tapjoy's plans are simple, according to McAllister. “To keep innovating, keep growing, and keep working with great application developers on iOS, Android, Windows Phone 7 and emerging mobile platforms.”