Tapjoy has announced that it is opening its own mobile marketplace, which resembles the App Store. The company emphasized that it is designed to connect more directly with fans, not to bypass the regulation of Apple’s App Store.

“We didn’t intend for it to get discovered,” said a Tapjoy spokesperson. “Tapjoy realized in order to get really big, we needed direct relationships with consumers.”

One key measure is the ability to offer players in game currency to download a new game, something that Apple no longer directly allows on the App Store.”It is not [a way to circumvent Apple],” argued the Tapjoy spokesperson. “In fact, the wheels for this were put in motion long before Apple ever changed their policies.”

Source: VentureBeat