Zedge, the popular app that provides free, high quality ringtones, wallpapers and games, has announced a strategic partnership with mobile game developer and publisher DeNA to drive greater consumer engagement for the publisher’s catalog of 100+ games. Zedge, which has nearly 100 million installs worldwide, will promote DeNA’s mobile titles to “Zedgers” in a new, native and highly integrated fashion.
“During our time working with Zedge we have identified its users as enthusiastic consumers with an inclination to discover great new content,” said Barry Dorf, head of strategic partnerships at DeNA. “We’ve deepened our relationship with Zedge and opened our catalogue to their users because there’s a valuable affinity between our services.”
Zedge’s technology recommends relevant content to its users, based upon their individual actions and interests. Game publishers covet Zedge as a user acquisition platform because of its success in driving not only freemium installs, but more importantly, users that spend large amounts on in-app purchases.
In the US, Zedge’s app is installed on approximately 20 percent of Android phones and has averaged in the Top 15 most popular apps in the Google Play store for a full three years. Zedge has users in 160 countries, a global presence that DeNA will leverage as it continues growing internationally.
“Our collaboration in offering DeNA games in a highly relevant, tightly integrated and native fashion will benefit all involved,” said Tom Arnoy, Zedge CEO and co-founder. “Since our recommendation engine connects extremely valuable users to our game advertisers, we expect this partnership to serve as a foundation for other distribution opportunities in the marketplace.”
Several of DeNA’s games reached the top of the charts in 2013, with multiple titles included in the App Store’s “Best of 2013” gaming list.