Nov 11, 2015
Amazon Underground, the mammoth online retailer’s upending app distribution initiative, is showing some impressive growth.
First, in three months, its selection has tripled in size since inception, which is pretty amazing. Also, prominent developers are noting increased downloads and revenue due to the program.
Per the official press release:
Amazon today announced that Amazon Underground has tripled the selection of free apps and games in the first two months since launch. Amazon Underground is a new app for Android phones, available exclusively from Amazon, which offers a large selection of popular apps and games for free (including in-app items). In Underground, customers donâ€™t have to pay for premium apps, or download a â€œfreeâ€ app and spend money to complete a level, get more lives, or unlock new features. Everything is completely free. Popular new games now available include premium title Monument Valley (includes Forgotten Shores update for a total value of $5.98), and free-to-play titles Nemoâ€™s Reef (includes $47.88 in free in-app items) and Dumb Ways to Die 2 (includes over $10 in free in-app items).
Amazon Underground launched in August and includes all of the functionality of the regular Amazon mobile shopping app, plus an exclusive selection of 100% free apps, games, and associated in-app items, including popular games like Angry Birds Slingshot Stella, Goat Simulator, Frozen Free Fall, Looney Tunes Dash! and many more. For example, in Frozen Free Fallâ€”an app that is free to install and usually requires in-app purchases to unlock additional levelsâ€”customers can play with unlimited lives and will receive many bonus in-app items in the Amazon Underground version of the app completely free ($31.87 value). Premium games (like Goat Simulator which costs $4.99 in other app stores) that require a customer to pay to download are also free in Amazon Underground. Amazon Underground is available on Android phones and on Fire tablets, including the all-new Fire HD 8 and Fire HD 10, and Fire, the groundbreaking new tablet for under $50.
The feedback from development houses is positive. Halfbrick Studios chief Shainiel Deo talks about two of his firm’s apps. â€œWeâ€™ve been thrilled with the performance of Jetpack Joyride and Fruit Ninja as part of the Amazon Underground program in the month since launch,â€ he says. â€œThus far we have doubled the downloads and revenue from our apps in the Amazon Appstore and most interestingly, customers are engaging with our in-app purchase content within our games at an extremely high rate. Since all in-app purchases are free in Amazon Underground, they can play the games in new and exciting ways.â€
Rovio’s Tero Raji concurs. â€œWe included four of our popular titles in Amazon Underground at launch, aimed at reaching as many fans as possible in the Amazon ecosystem,â€ he says. â€œIn these games, the Amazon Underground model brings us up to three times more revenue compared to the same gamesâ€™ user revenue in the Amazon Appstore previously.â€
Amazon Underground is available online and via app at www.amazon.com/underground.
[via Press Release]