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This sponsored post is produced in association with Cashplay

When it comes to games monetization, Cashplay doesn’t usually just hand out cold cash on site, but that’s what they’ll be doing at VentureBeat’s Holiday Party tonight in downtown San Francisco. It’s all part of a $1,000 games competition for attendees who download Nitro Nation Drag Racing.

Cashplay works with Nitro Nation’s publisher Creative Mobile Games (among many others) to help increase engagement and maximize revenue for the freemium title. So far, things are going quite well. The turbo-charged game is ranked the #1 racing app for iOS and Android, with over 100 million players worldwide.

Cashplay’s concept is deceptively simple: it provides publishers with an additional revenue stream by offering player versus player cash tournaments; the developer earns a percentage revenue on every cash tournament completed.

Given that competition is the heart and soul of any gamer, and few can turn away from the lure of winning cash rewards, it’s a pretty irresistible model. A built-in skill-matching engine allows players to be matched equally with random opponents, ensuring a level playing field. At least, till you get to the next level.

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