Tapjoy has established a new $5 million fund to help port selected apps to the Android operating system, as the middleware publisher increases its support for non-iOS devices.
The new fund is intended to offer "monetary and development support" to developers seeking to port existing content and apps to Android. Although Apple's iOS platform has not been mentioned specifically by Tapjoy it is presumably the primary target of the scheme.
Tapjoy recently complained that Apple's ban of "pay per install" promotions is adversely affecting its business and that of a majority of iOS developers.
As part of the new Android scheme Tapjoy will provide full porting and testing services to ensure compatibility with all leading Android handsets. Developers will also have the option to use Tapjoy's virtual monetisation engine, although its use is not mandatory.
Selected games will also receive a free, large-scale distribution campaign for new user acquisition via the company's performance-based advertising network.
"Tapjoy is in the business of democratising the application ecosystem by bringing innovative content and targeted experiences to consumers while providing a level playing field for developers large and small to get their apps discovered," said Mihir Shah, president and CEO of Tapjoy.
"The openness and skyrocketing popularity of the Android platform makes it a perfect match for our long-term objectives. This new porting program will identify great apps and give them the opportunities they deserve."
The fund is one of several established by mobile publishers in recent months, with TinyCo also operating a $5 million fund for iOS and Android devices. Mobile gaming network OpenFeint and Chinese publisher The9 have their own $100 million fund for developers.