Tapjoy Launches $5 Million Fund to Support the Innovation and Growth of Free-to-Play Apps for Android and iOS in Asia

BEIJING and SAN FRANCISCO, May 10, 2012 /PRNewswire/ -- Tapjoy (www.tapjoy.com/), a mobile advertising and publishing platform, today announced a new program called the Tapjoy Asia Fund, backed by a $5 million investment. The Fund is designed to encourage and support developers throughout Asia in the innovation and growth of Free-to-Play mobile apps for the Android and iOS platforms.

Marking the company's continued commitment to the Asia Pacific market, with offices already located in Beijing, Hong Kong, Tokyo and Seoul, the Tapjoy Asia Fund offers monetary and marketing support to both new mobile game studios starting a new venture and experienced game developers looking to self-publish and grow their user base for current apps.  

Developers participating in the Tapjoy Asia Fund will have the opportunity to leverage Tapjoy's:

• Working capital needed to get started;
• Distribution for new user acquisition through Tapjoy's industry-leading ad network;
• Ad Marketplace that allows developers to unlock revenue streams and monetize users through Tapjoy's Mobile Value Exchange platform;
• Free-to-Play Gaming and Virtual Economy expertise;
• Consulting and optimization of all user acquisition campaigns to achieve maximum efficiency; and
• Real-time reporting.

"We are committed to helping developers bring fun, engaging mobile games and experiences to market successfully," said Mihir Shah, Tapjoy CEO. "Providing a level playing field in which developers large and small can have their apps discovered will only strengthen the mobile marketplace for everyone. It is our hope that the Tapjoy Asia Fund will be as well received as the Tapjoy Android Fund we launched in the U.S. last year which resulted in 155 new apps being developed."

When asked about their participation in Tapjoy's Android Fund in the U.S., here's what Martin Chamrad, co-founder and CEO of Craneballs Studios said, "Tapjoy offered sound advice and direction as we built Overkill for Android, but at the same time they let us do our own thing. The end result was a user experience that might just be our most intense yet, and it has paid off handsomely in terms of user growth, engagement and, perhaps most importantly, revenue."

Tapjoy is the largest and most effective platform to help mobile app developers distribute and monetize their content, spanning more than 20,000 mobile applications and reaching more than 600 million mobile consumers. The company's ad-funded payment platform and app discovery marketplace is used by thousands of leading app developers.

Beginning today, applications for the Tapjoy Asia Fund will be accepted based on the quality of the gaming experience and the talent of its developers. Those interested in applying for the program should visit: http://info.tapjoy.com/app-developers/tapjoy-asia-fund/ or email [email protected] to learn more.

About Tapjoy

Tapjoy is a mobile advertising and monetization platform whose unique Mobile Value Exchange model allows users to select personalized advertisements with which to engage for virtual rewards or premium content. Tapjoy helps unlock mobile joy by empowering more than 600 million mobile users who choose to watch videos, subscribe to services, install applications and participate in other types of advertisements in exchange for virtual rewards they can use in their favorite apps. Tapjoy's turnkey in-app advertising platform helps developers acquire cost-effective, high-value new users and monetize their applications, while its powerful advertising marketplace lets brand advertisers reach a global mobile audience spanning more than 20,000 applications. Tapjoy is backed by top-tier investors, including J.P. Morgan Asset Management, Rho Ventures, North Bridge Venture Partners, InterWest Partners and D.E. Shaw Ventures. Headquartered in San Francisco, the company also has offices in New York, Los Angeles, Chicago, Atlanta, Santa Barbara, London, Paris, Dusseldorf, Beijing, Seoul and Tokyo. For more information, please visit www.tapjoy.com.

Tapjoy and the Tapjoy logo are trademarks or registered trademarks of Tapjoy, Inc. All third party logos and trademarks mentioned are the property of their respective owners.

SOURCE Tapjoy, Inc.