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Messaging app Line signs deal to reward users for interacting with ads

Line will run ads that allow people to earn points for interacting

Line has signed a deal with Tapjoy which will see the ad tech business integrating into the messaging app for ads that reward the user for interacting.

The new ads will let Line’s users, which total over 220 million people primarily in Asia, to earn ‘Line Points’ by engaging with advertisements from Tapjoy’s ad partners. The points can then be used to buy stickers, themes and other types of content on the app.

Steve Wadsworth, president and chief executive of Tapjoy, said: “Line has become one of the most popular apps in the world by helping people get closer to one another and by delivering a top-notch communication experience. Our Interplay ad platform is already the method of choice for millions of consumers to access premium content in their favorite apps, and we are excited to bring our platform to millions more people worldwide through this partnership with Line.”

The deal will be live in 200 countries, according to Tapjoy.

Line has been stepping up its digital innovation recently, as the messaging app space becomes more competitive. The company has opened up to brands and developers in order to encourage people to build services using chatbots in the app.

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