Tapjoy’s newest feature makes setting digital currency sales in apps and games easy

Mobile gaming developers have a new tool in the viscous fight for user-retention.

Monetization platform Tapjoy announced the launch of Personalized Currency Sales today. This new part of Tapjoy’s service will give app publishers an easy way to set up limited sales for digital currency. It can also let app users know about the sales via push notifications. This could help entice players to spend more money and more time with games, which can earn more revenue for developers — which is always a challenge for apps that aren’t Candy Crush, Game of War, or Clash of Clans in what Newzoo estimates is a $30 billion mobile gaming market.

Tapjoy’s LTV (Lifetime Value) infrastructure see use by 6,000 mobile apps that deliver custom content to more than 175 million active users monthly, according to the company.

“Currency sales are becoming an important part of our monetization strategy because our users love them and they provide a nice boost to our revenue numbers,” Haydon Young, the senior user acquisition manager at mobile developer CrowdStar told  GamesBeat. “As we embrace a more dynamic pricing model and get savvier about treating each of our player segments differently, the ability to personalize currency sales by customizing the multiplier and delivery for distinct segments, like what Tapjoy provides, is a great boon for us and for the entire industry.”

The Personalized Currency Sales work in three steps: developers decide which users to target (based on metrics like consuming habits and engagement levels), set a multiplier (which defines how much extra currency to give out, and then choose between push-to-earn (out of app) and message-to-earn (in-app) promotions.

“What we’re building at Tapjoy merges mar-tech with ad-tech to create a truly personalized way for publishers to drive engagement in their apps,” said Steve Wadsworth, president and chief executive officer of Tapjoy, in a press release sent to GamesBeat. “Our goal is to enable freemium app developers to engage their entire user base by optimizing the monetization path for each consumer based upon their behaviors and preferences. The results we have seen thus far have been outstanding, and the rapid adoption of the platform highlights that developers can drive significant lift in the metrics that matter most with a personalized approach.”