Traditionally, app discovery on Facebook has been through two means: virality (friends finding lost cows in your news stream, etc) and advertising. That extended to the company’s mobile apps platform when it launched last year too, albeit focusing on the former method. Now Facebook is taking a different tack though: launching its own app store called App Center. It will be available on Facebook’s website and in its iOS and Android apps, covering apps on all these platforms. Developers can create a page for each app they have live, although Facebook will be monitoring user ratings and quality before deciding whether to show them in the store. Also new – and another big departure – is Facebook’s decision to start supporting paid apps on its website. That’s as in apps paid for up-front, rather than played for free and monetised through in-app purchases.