Disney: Monetisation key to Tapulous buy

Disney: Monetisation key to Tapulous buy
Michael French

By Michael French

July 2nd 2010 at 10:35AM

Tap Tap Revenge studio joins media giant to boost its microtransaction and mobile interests

Disney has confirmed last night's report that it has acquired Tap Tap Revenge developer Tapulous.

And the media giant says one of the key reasons it bought the iPhone games firm is due to its innovative magnetisation model.

Tap Tap Revenge is available as a mix of free and premium apps - with the gulf between them filled with in-app payment for song downloads used in gameplay and, plus a mix of branded artist-affiliated versions for the likes of Lady Gaga.

Speaking to Paidcontent, Disney Interactive Media Group boss Steve Wadsworth said Disney is most interested in the Tapulous team's business model.

He said: "They have great talent. They have proven success with iPhone games and applications, and they’ve built a big footprint with the applications they have. And they’ve demonstrated an ability to very effectively monetize what they do.”

And the key ties with the music industry will remain, he added: “That’s part of what Tapulous does. Those are great partnerships and relationships that they’ve established and those will certainly continue.”

Tapulous' acquisition echoes that of Club Penguin, the social network and virtual world for kids that Disney bought three years ago - that property has since been expanded beyond PC to DS and soon the Wii.

Disney added that Tapulous, as part of Disney's mobile games operation, will likewise greatly impact how that team grows - and that the studio's founders will take on key roles.

Said Wadsworth: "We plan to continue to grow on what Tapulous has been able to do. They’ll continue to be based in Palo Alto and both Bart [Decrem, CEO] and Andrew [Lacy, COO] will take on leadership roles running our entire mobile operation."