TechCrunch is reporting American Express has acquired Sometrics, a "virtual currency platform" and provider of in-app billing and payments. According to TC the deal was worth $30 million. Amex will put Sometrics in its Enterprise Growth Group and use it to augment its new Serve digital payments platform.

Basically, Sometrics is an in-app biller that gives content providers the ability to monetize their games and such. The company's platform also presents targeted offers to users based on criteria like location and demographics.

TC says Sometrics supports payment options like direct carrier billing and credit card and claims to reach more than 25 million consumers in more than 200 countries. The company also provides analytics to developers to help them understand the best payment method to offer consumers.

Sometrics also runs GameCoins.com, a site for finding games and earning virtual currency.

TC reports Sometrics had received funding of $6 million from the Mail Room Fund, a group including the William Morris Talent Agency, Accel and Venrock.