Mobile firm Tapjoy’s leaked app marketplace is not a way to circumvent Apple, a spokesperson for the company has said.
Speaking to VentureBeat, Tapjoy revealed it had not intended for the marketplace, which launces tomorrow, to be disclosed yet.
“It is not [a way to circumvent Apple],” said Tapjoy’s spokesperson.
“In fact, the wheels for this were put in motion long before Apple ever changed their policies.”
The spokesperson added that the app store was needed to develop “direct relationships with consumers” so the company could grow.
Apple changed its ad policies back in April, banning the use of ‘pay-per-install’ that allowed users to gain virtual currency if they downloaded an advertised game and meant these promoted apps rose in the download rankings.
Tapjoy’s new marketplace however will allow this practice to continue, whilst also letting users connect their accounts to the App Store and continue playing their games.
The mobile firm recently announced it had finalised a deal to bring Mobile Pie’s My Star to Android, which will be distributed through Tapjoy's performance-based ad network.