Tapulous

Tapulous was an American software and mobile video-game developer and publisher founded to create applications for Apple's iPhone and iPod touch platform. The company emerged during the early expansion of the iOS software ecosystem, after Apple announced a native software development kit in 2007 and opened the App Store in 2008. Its original working name was Gogo Apps, but the business adopted the Tapulous name as it developed its first products. The company was co-founded by Bart Decrem and Andrew Lacy. Decrem had previously been associated with the launch of the Firefox browser and had served as founding chief executive of Flock, while Lacy had worked as a consultant at McKinsey & Company. Early development personnel included Nate True and Guy English, who worked on Tap Tap Revenge, and Layton Duncan and Tristan O'Tierney, who developed Twinkle. Initial financing came from Rob Theis and was followed by an investment round of approximately $1.8 million involving Andreas Bechtolsheim and Roy Thiele-Sardina through HighBAR Ventures, Marc Benioff, Rajeev Motwani, and other investors. Tapulous achieved rapid recognition with Tap Tap Revenge, a rhythm game in which players interacted with music through timed taps and other gestures. Within its first month, the game had attracted more than one million players. It became the most-downloaded free game on the App Store during 2008 and was reported to have been installed on roughly one-fifth of iPhone and iPod touch devices at the time. In 2009, comScore identified it as the most-installed application on the App Store. These results made Tapulous one of the early companies to demonstrate the commercial potential of mobile-first, downloadable games distributed through an app marketplace. Following the initial success, Tapulous concentrated much of its business on sequels and extensions of the Tap Tap Revenge format. The company also pursued music-industry partnerships, including a June 2009 relationship with Universal Records that enabled songs and artists associated with the label to appear in its games. The broader product portfolio included Twinkle and the Riddim Ribbon music-game series, including a version featuring the Black Eyed Peas. The company's games were distributed primarily through Apple's App Store and combined free downloads, music content, branded integrations, and follow-on releases. By December 2009, reported monthly sales were close to $1 million, while the Tap Tap product family had ultimately exceeded 35 million downloads. On July 1, 2010, The Walt Disney Company acquired Tapulous and integrated it into Disney Mobile within Disney Interactive Media Group. The acquisition placed the independent iOS developer inside a larger entertainment company with established consumer brands and mobile distribution interests. Tapulous continued operating as a Disney-owned mobile-game business for several years. Bart Decrem formally resigned as chief executive in January 2014. Shortly afterward, the remaining Tap Tap applications were withdrawn from the App Store, and the company's game servers were scheduled to close. Tapulous shut down on January 9, 2014, ending the operation of the brand and removing its remaining games from Apple's marketplace.

Tapulous was formed in the period immediately preceding the launch of Apple's App Store. Apple's announcement of a native SDK for the iPhone platform in October 2007 created an opportunity for independent developers to build software specifically for iOS devices. The company initially operated under the name Gogo Apps and was formed in January 2008, later changing its name to Tapulous. Its purpose was to develop software applications for the new platform rather than adapt an established console or PC game business to mobile devices. The founding team included Bart Decrem and Andrew Lacy. Decrem had experience in technology entrepreneurship, including work connected with Firefox and Flock, while Lacy had worked as a McKinsey consultant. Early financial support came from Rob Theis, followed by approximately $1.8 million in funding from investors that included Andreas Bechtolsheim, Roy Thiele-Sardina through HighBAR Ventures, Marc Benioff, Rajeev Motwani, and others. Tapulous hired Nate True and Guy English to develop Tap Tap Revenge, while Layton Duncan and Tristan O'Tierney worked on Twinkle. Tap Tap Revenge became the company's defining product. It was designed around music and touch interaction, asking users to respond to visual prompts in time with songs. The game quickly found an audience after its App Store release, reaching more than one million players in under a month. It became the App Store's most-downloaded free game in 2008 and was reported to have been installed on approximately 20 percent of iPhone and iPod touch devices. In April 2009, comScore described it as the most-installed application on the App Store. This growth established Tapulous as one of the most visible early mobile-game publishers. The company responded by releasing additional entries in the Tap Tap series and building a business around recurring music-game releases. In June 2009, it entered a partnership with Universal Records to feature label artists in its games. This relationship reflected Tapulous's broader approach: its games were not only software products but also distribution channels for music and artist promotion. Tapulous also published Twinkle and developed the Riddim Ribbon line, including a title associated with the Black Eyed Peas. By December 2009, reported sales were close to $1 million per month, and the Tap Tap games eventually passed 35 million downloads. Disney acquired Tapulous on July 1, 2010. The company became part of Disney Mobile under Disney Interactive Media Group, giving Disney ownership of a prominent iOS game developer at a time when mobile entertainment was becoming an important part of the broader games market. Tapulous remained associated with its mobile-game portfolio rather than becoming a general-purpose Disney studio. In January 2014, Bart Decrem resigned as chief executive. The remaining Tap Tap applications were then removed from the App Store, and the company's online services were scheduled for shutdown. Tapulous closed on January 9, 2014. Its history is therefore closely tied to the first generation of App Store businesses: it moved quickly from independent startup to high-profile mobile publisher, demonstrated the reach of touch-based music games, was acquired by a major entertainment group, and ultimately disappeared when its products and services were discontinued.

• 2014

  Tapulous shuts down

  [1]Tapulousen.wikipedia.org

  The company ceased operations after its remaining games were removed from the App Store and its servers were scheduled for closure.

• 2010

  Disney acquires Tapulous

  [1]Tapulousen.wikipedia.org

  Tapulous became a wholly owned Disney subsidiary and was placed within Disney Mobile and Disney Interactive Media Group.

• 2009

  Tapulous partners with Universal Records

  [1]Tapulousen.wikipedia.org

  The company began working with Universal Records to include label artists and music in its game products.

• 2008

  Tapulous is founded and launches its first iOS products

  [1]Tapulousen.wikipedia.org

  The company was formed in early 2008, initially under the name Gogo Apps, and developed Tap Tap Revenge and Twinkle for Apple's new App Store ecosystem.

• 2008

  Tap Tap Revenge becomes a leading App Store game

  [1]Tapulousen.wikipedia.org

  Tap Tap Revenge surpassed one million players within its first month and became the App Store's most-downloaded free game of the year.

Tapulous positioned itself as an early iOS-native entertainment company focused on accessible, music-driven mobile games. Its strongest differentiation came from combining simple touch controls with popular recorded music, rapid App Store distribution, sequel-based product development, and partnerships with music-rights holders and record labels.

• Mobile rhythm game · 2008

  Tap Tap Revenge

  Tap Tap Revenge was Tapulous's breakthrough iOS music game. Players tapped and interacted with on-screen prompts in time with recorded music. Its free distribution, simple touch controls, and strong fit with the iPhone and iPod touch made it one of the earliest mass-market mobile rhythm-game successes. The title generated multiple sequels and extensions and became the central product family around which Tapulous built its business.

• Mobile game · 2008

  Twinkle

  Twinkle was an early Tapulous product developed alongside Tap Tap Revenge during the company's launch period. It formed part of the initial software portfolio created for the first App Store generation, although Tap Tap Revenge became the company's substantially more prominent and commercially important franchise.

• Music game

  Riddim Ribbon

  Riddim Ribbon was a Tapulous music-game series associated with artist-focused releases, including a version featuring the Black Eyed Peas. It extended the company's interest in combining touch interaction, recorded music, and artist or label partnerships within downloadable mobile entertainment.

• 2014

  Discontinue the Tap Tap applications and online servicesStrategy

  Background

  Following the resignation of chief executive Bart Decrem, Tapulous announced that its remaining Tap Tap applications would leave the iPhone App Store and that its servers would be shut down.

  Action taken

  The company removed its remaining games from the App Store and ended the associated online services.

  Aftermath

  Tapulous shut down on January 9, 2014, ending the brand's active operation.

  Source

• 2010

  Accept acquisition by The Walt Disney CompanyM&A

  Background

  Tapulous had established a significant position in early iOS gaming through the Tap Tap Revenge franchise and its music-industry relationships.

  Action taken

  The Walt Disney Company acquired Tapulous on July 1, 2010, making it a wholly owned subsidiary within Disney Mobile and Disney Interactive Media Group.

  Aftermath

  Tapulous continued as a Disney-owned mobile-game operation until its products and services were discontinued in January 2014.

  Source

• 2014

  Tapulous chief executive Bart Decrem resigns[1]Tapulousen.wikipedia.org

  Leadership change

  Bart Decrem formally stepped down as Tapulous chief executive shortly before the company's remaining games were removed from the App Store.

• 2014

  Tap Tap applications are withdrawn and Tapulous shuts down[1]Tapulousen.wikipedia.org

  Bankruptcy · Other

  Tapulous removed its remaining Tap Tap applications from Apple's App Store and closed the associated game services, bringing the company to an end.

• 2010

  Tapulous is acquired by The Walt Disney Company[1]Tapulousen.wikipedia.org

  M&A

  Disney acquired Tapulous and incorporated the company into Disney Mobile as a wholly owned subsidiary within Disney Interactive Media Group.

1. 1Tapulousen.wikipedia.org