Chartboost Expands Its Direct Deals Marketplace To Android

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Chartboost, the newly launched (already profitable) direct deals marketplace for mobile game developers is today announcing its expansion to Android. The company provides free ad-serving technology for direct deals and cross-promotions via its Chartboost SDK, allowing publishers to retain 100% of the revenue share on their direct deals. Meanwhile, the company’s opt-in ad network offers revenue sharing with publishers to help fill unsold inventory.

The expansion to Android was based on strong demand from Chartboost’s current game publisher clients, a list that includes big names like Tinyco, Pocket Gems, Storm8, Funzio, Dinsey Mobile, Gameview, Crowdstar and Animoca. Chartboost is also now adding a few more top brands to its customer base, including Booyah, Funzio and Out Fit 7.

According to CEO Maria Alegre, there are now 200 publishers using the service with around 400 or so apps.

In Chartboost, the focus is not on banner advertising, but on customizable, white-labeled full-screen interstitials that are used to suggest new games to the app’s users. The ads perform better than banners because they’re not necessarily perceived as ads, but as game recommendations. The CTR’s for these interstitials are, on average, around 12%, says Alegre, and she expects that to remain the same as Chartboost heads to Android. However, she notes that iOS ads can often see CTR’s in the range of 15%-16%.

Chartboost closed $2 million in Series A funding in October, with Translink Capital, SKTVC and XG Ventures. The company’s focus going into 2012 is on international expansion, especially Asia.

Chartboost for Android was previously available in a closed beta only, but is now available for any developer to use. Sign up is here.