Home Tapjoy Virtual Currency Goes to the Web to Skip Apple TOS

Tapjoy Virtual Currency Goes to the Web to Skip Apple TOS

Mobile advertising platform Tapjoy is making a pivot with its consumer offerings to create a new application storefront that will showcase cross-platform mobile games tied to publisher virtual currency. Tapjoy, which has run afoul of Apple, with its pay-per-action service and advertising distribution model is adding the Tapjoy Games Web store to move horizontally in the industry and broaden is prospective customer base.

We confirmed the Tapjoy Games platform with a company spokesperson. The platform will be a hub for games across iOS, Android and HTML5 Web-based games that Tapjoy will tie together with virtual currency from the publishers. Can Tapjoy steer clear of Apple’s App Store terms of service or will Tapjoy Games be the next in a line of ill-fated attempts from the company?

Tapjoy’s Gaming “Hub”

Tapjoy Games is not exactly a store. The better definition for it would probably be “hub” because it does not act as the point of download, but rather sends users to the appropriate market places. For instance, if one of Tapjoy’s partners has its iOS games listed in the Games platform, the user will get redirected to iTunes. Same goes for Android and Web apps. Users are rewarded with virtual currency for downloads across platforms and publishers.

This is different from what was reported by Inside Mobile Apps, which did not mention the re-direct to the Android Market or App Store. Pocket Gamer hit what Tapjoy is doing a little more directly.

This is not exactly a full pivot for Tapjoy. Its current stable of offerings, including its partnerships and video offerings, will not be affected. Tapjoy will add this business-to-consumer aspect to its already large business-to-business offerings.

Getting Around Native TOS With Via The Web

Tapjoy’s SDK was ousted from the App Store earlier this year because the practice of rewarding users for extra downloads with virtual currency ended up vaulting apps into the top charts of the market. Apple was not keen on the control Tapjoy had and banned the practice. By using a mobile Web app, Tapjoy is now skirting the iOS rules because, as much as Apple would like to, it cannot control what happens on the mobile Web.

After the leak last week, Tapjoy has pulled back a bit on its announcement. It was slated to go live on Tuesday Nov. 1 but the official announcement has been delayed, perhaps to later this week. Part of the announcement will also be a social discovery and engagement layer between Tapjoy publisher partner apps. The Tapjoy company spokesperson was not ready to elaborate on that aspect of the announcement quite yet.

Is Tapjoy recreating the same headaches it faced earlier this year or will its new Web hub that ties downloads to virtual currency finally be able to stick? Let us know what you think in the comments.

Picture: Pocket Gamer

About ReadWrite’s Editorial Process

The ReadWrite Editorial policy involves closely monitoring the tech industry for major developments, new product launches, AI breakthroughs, video game releases and other newsworthy events. Editors assign relevant stories to staff writers or freelance contributors with expertise in each particular topic area. Before publication, articles go through a rigorous round of editing for accuracy, clarity, and to ensure adherence to ReadWrite's style guidelines.

Get the biggest tech headlines of the day delivered to your inbox

    By signing up, you agree to our Terms and Privacy Policy. Unsubscribe anytime.

    Tech News

    Explore the latest in tech with our Tech News. We cut through the noise for concise, relevant updates, keeping you informed about the rapidly evolving tech landscape with curated content that separates signal from noise.

    In-Depth Tech Stories

    Explore tech impact in In-Depth Stories. Narrative data journalism offers comprehensive analyses, revealing stories behind data. Understand industry trends for a deeper perspective on tech's intricate relationships with society.

    Expert Reviews

    Empower decisions with Expert Reviews, merging industry expertise and insightful analysis. Delve into tech intricacies, get the best deals, and stay ahead with our trustworthy guide to navigating the ever-changing tech market.