With a pay  Fut coins    per install app a user is incentivised usually with the promise of in game currency to install another unrelated app The developer then shares the revenue with the original app that promoted the use Tapjoy s argument that incentivised promotions are

commonplace and that they allow developers to create a more stable and predictable business were not accepted by Apple According to website VentureBeat an attempt by Tapjoy CEO Mihir Shah to institute a compromise where a cap prevented developers from unfairly breaking into the top was rejected by Apple Publisher Glu Mobile has also voiced concerns that its business model could be severely affected with eight times more developers

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