SGN, the largest developer for the iPhone and iPod Touch platform, with over 30% of all application users possessing one of SGN’s products recently opened their 12 million strong network to other developers. Punch Entertainment and Smallmedium are the first to jump on this new cross-promotional strategy program. Punch Entertainment develops games aimed at creating mobile community focused games such as Reign of Swords and smallmedium publishes eMees, an avatar creator.
SGN has clocked over 12 million downloads of their offerings. They have a number of original applications, and are the makers of Agency Wars, Mafia: Respect & Retaliation, iFun, i(fluff)friends and iBowl. iBowl, their most successful game to date, was recently named #6 on Apple’s top 20 Apps of All time list. They’ve also added Facebook’s connect feature to their games, thereby making it easier for friends to challenge each other from platforms outside the game itself. If this sounds familiar, it looks quite similar to the method PlayMesh introduced to their iMafia and associated applications back in January of this year.
“With the anticipated launch of the iPhone OS 3.0 and one billion applications downloaded to date, the rush of new applications will be tremendous and it will get harder and harder to stand out of the crowd,” said SGN CEO Shervin Pishevar. “At SGN, we have always believed in supporting developers while giving gamers more choices of quality games. Punch Entertainment and Smallmedium, both companies we admire, will now be able to reach a broader audience and will get a boost in downloads by joining our cross-promotional network. We have seen the benefits of this approach through the trials we have undertaken with our current games and through the gaming hub on Facebook.”
The way the program is slated to work looks like so: SGN will run in-game ads that encourage players to download partner applications in exchange for points within SGN’s own games. In other words, download a partner app, get 5 free xyz’s in the game that you’re currently playing. Participation in the program is free to developers and revenues will be split (no indication on what the split is though, but chances are, it’s probably not a 50/50).
“We are extremely excited to be partnering with SGN on this platform,” said Smallmedium founder and project manager Jordan Wan. “The program is extremely simple and will leverage SGN’s tremendous reach in the iPhone market to benefit users and developers alike.”
“SGN has provided a great platform for us to expand our gaming applications among a larger user base,” said Punch Entertainment CEO and Founder Tobin Lent. “Gaming has proven to have a huge appeal on the iPhone and, with so many gaming apps out there, it can be overwhelming for users. This cross-promotional platform will bring entertaining games straight to the consumer.”
This new cross promotion program opens a new avenue and potential trend for all application developers for iPhone. If partners start seeing a dramatic increase in downloads and use of their applications, could this be a trend we’ll see more of in the future? It certainly makes sense for smaller development firms looking to get the word out about their applications, but at the same time, details about leaving the program and going it on their own are scarce. Only time will tell, but for now, it’s full speed ahead for Punch Entertainment and Smallmedium.
Gossman, former CEO of Audience Science, CEO of Sabrix and founder and COO/CFO of @mobile, as well as a current executive in residence at Mohr Davidow Ventures, hi5’s main investor, brings his wealth of experience in online advertising, behavioral targeting, and additional forms of online audience monetization.
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