OpenFeint brings pay-per-install to freemium with launch of OFX 2.0

Considering the inevitable risk involved in giving away games for free, developers are naturally interested in any schemes that offer the prospect of securing them more cash.

OpenFeint's latest venture – OFX 2.0 - combines the existing freemium model with the pay-per-install set up already practised by many ad networks.

Players of OFX 2.0-equipped titles are given the option of earning virtual currency if they download any titles advertised in-app.

Once the game has been installed, OpenFeint then pays the publishers involved a revenue share.

It's a model that's designed to benefit both sides. With their virtual bank account bulging, players will be more inclined to invest further time and money in the games they've downloaded rather than merely playing until the free content runs out.

By the same token, OFX 2.0 – which has been created in conjunction with Adknowledge – provides a valuable new revenue stream for free-to-play developers in what is becoming an increasingly competitive market.

"The free-to-play phenomenon that became popular on Facebook is about to explode on mobile," said Adknowledge GM Chris Smutny.

"OpenFeint is the perfect partner because they’re the leader in social game engagement technology on mobile platforms, and they have the critical mass of 4,800 games and 66 million players which creates an unparalleled opportunity to transform how mobile games are developed and monetised."

OpenFeint is promising to expand the set up further, too, in the coming months.

Adding to pay-per-install will be pay-per-achievements, with players rewarded with virtual currency if they carry out a certain act or play the game for a set time.

The bonus is developers will be able to tempt players to continue to play their games on their own terms – a set up that goes beyond mere installation.

There's also the prospect of skipping the platform holder's approval queue for virtual goods. OpenFeint's own virtual goods store allows developers to implement new items or tweak those already available without delay.

"The nature of monetisation and distribution on mobile is very different than on Facebook," said OpenFeint founder and CEO Jason Citron.

"We're excited to partner with Adknowledge to create new freemium opportunities on mobile devices that rival their desktop counterparts."

OpenFeint claims the OFX 2.0 SDK will roll out on March 7. Developers can sign up via the firm's website.