In the face of ongoing legal change, what are the opportunities for mobile games companies?

• How Epic vs. Apple and Epic vs. Google are opening up new direct-to-consumer opportunities.
• The Digital Markets Act is scrutinising App Store policies in the EU.
• The UK’s regulatory body has labelled Apple and Google an “effective duopoly”.

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Valerie Alifmova has extensive experience leading Go To Market (GTM) and business development initiatives at top companies within the games industry like Appodeal and Applovin. Now, as head of GTM at Stash, she talks to PocketGamer.biz to share her frontline insights on the state of gaming since the Epic vs. Apple ruling.

We discuss what the most common types of external links are, what’s changed since the court decision, and which studios have implemented links to D2C channels.

PocketGamer.biz: Can you give us a bit of background on what Epic vs. Apple and Epic vs. Google in the US and the DMA in Europe means for game developers in terms of external linking?

Valerie Alifmova: In the past week, another major antitrust decision came through that expands developer freedoms: Epic versus Google. Now in the US under Epic versus Apple and this Epic versus Google ruling, developers can link directly from in-game, tell players exactly what to expect, and even let players complete purchases using a third-party payment option without leaving the game.

In the EU, it looks like the same situation is about to unfold on iOS as Apple is getting hit with major fines for failing to comply with the DMA. And it’s worth noting that in the UK, the government is ramping up its scrutiny of Apple and Google, calling them an “effective duopoly”. 

What are the benefits to developers of using in-game links to off-platform payments?

The biggest benefit is revenue that’s free from the 30% commission fees of Apple and Google. Since these links are in-game, they have minimal friction – both for players and developers.

For players, they can make a purchase or visit a web store in one tap, making it feel pretty similar to the native platform experience.

For developers, it’s a quick and easy setup that’s a lot easier to get up and running than a full-fledged webshop. 

How did studios respond to these changes? Was widespread adoption immediate, or did we see a more cautious approach? How about now, three months later – and are the changes continuing? 

When the Epic vs. Apple decision was first handed down, many studios were still unsure what exactly was compliant and were worried the ruling would be appealed and overturned immediately. Only a few developers implemented in-game links, most of which were links to existing webstores.

Now three months later we’re seeing wider adoption across the board and slightly more aggressive strategies. Major studios like Supercell, Zynga, Playtika, and G5 have all adopted in-game links – some of which go straight to a web checkout. 

What are the strategies and types of links you’re seeing games implement? Why are there differences?

There are two types of links we’re seeing games use: links to web stores and links to a web checkout. The difference comes down to player intent. Links to web stores take players to the general store page for them to browse offers and explore the web store.

With a web checkout, though, players are making a specific purchase – their purchase intent is higher and it just comes down to offering them enough incentive to purchase off-platform. 

What advice would you give developers looking to implement, build or improve their D2C linkout strategies?

We definitely suggest game developers use both of the link-out strategies in their games to reach more players and boost conversions. But the most important advice we can give is to minimise friction and maximise motivation.

For example, if you’re linking out to a web store, automatically sign-in so players don’t need to return to the game or re-enter their emails. Meanwhile, for web checkout, keep players in-game using a web popup.

As far as motivation goes, offering the right incentives that will convince your players to choose the direct-to-consumer (D2C) option is key. Many studios offer a bonus percentage of resources, like 25% more diamonds or double the amount with first web store purchase.

Do link-outs work better for certain genres? What approach do you suggest for more casual games in genres like match-3 and merge that historically haven’t invested in D2C channels?

We’ve seen games across genres using link-outs. For games like match-3 and merge that rely on impulse purchases, a web checkout that keeps players in-game is the move.

The moment players need to end the session and head to a separate web page, there’s going to be churn. But a web checkout that uses a webview popup can keep players in-game and capture purchase intent when it’s at its highest, while still letting game studios enjoy the direct revenue from a D2C payment solution.

That’s why we built Stash Pay, which uses a webview to let players make their favourite purchases in-game without interrupting their session. 

With so many D2C payment providers emerging, what should developers look for when choosing the right partner?

A few things stand out that game devs should look for in a D2C payments partner, including gaming expertise, scalability, transparency, and fee structure. When it comes to expertise, studios should opt for a provider that specialises in gaming – look for a solution designed specifically for developers and their players.

It should be scalable in the sense that it can handle D2C payments on an enterprise level. Stash, for example, is partnered with Adyen, which is the payments infrastructure behind the world’s biggest tech brands. 

Any predictions for the future of direct link-outs and the global app ecosystem?

Given what the past 3 months has already shown us and the recent Google v Epic ruling, we’re anticipating link-out strategies to expand to Android and become an industry monetisation standard.

We’re also expecting games to employ more aggressive options, including native app payments and direct distribution via APKs, in new geos like the UK and EU. Don’t be surprised if pretty soon, players in any part of the world can start making off-platform purchases in-app with zero friction.