Eidos and Games Workshop founder Ian Livingstone is one of the backers of a new Facebook business looking to auction in-app advertising space.
"Appatyze delivers an innovative solution to a number of very real problems that Facebook app developers contend with, offered James Rankin, CEO.
"By bringing buyers and sellers together and creating a competitive marketplace for the huge amount of ad inventory that social apps are generating, we ensure that developers maximise their ad revenues and that the majority of advertising spend stays in the developer community.
"In addition to providing revenue, Appatyze delivers a cost effective and highly targeted way to acquire new users at a time when the Cost Per Install (CPI) through Facebook ads is increasing rapidly. We are confident that Appatyze will become a key part of social app developers' business plans from both an ad revenue and user acquisition perspective."
Appatyze is currently running a private beta and inviting 50 Facebook developers to try out the new service.