Why mobile game developers can’t afford to miss cross-platform opportunities (VB Live)

Presented by Xsolla

In this VB Live event, learn how developers of any size can not only sell their content directly to players, but expand to regions where credit cards are not the primary method of payment, reduce their overhead, improve UA and searchability. Is and more.

Register for free here.

The mobile games market was built on the shoulders of two big app stores, but it is changing dynamically. Publishers have significantly more choice and more control over their audience, their marketing and their payments, depending on the payment methods they choose and how much they are paid.

“Whether it’s payments outside of the App Stores, or NFTs and the blockchain, the industry and the creative people working in them have already evolved outside of this platform,” says Mikka Luotio, Europe’s director of business development. “They’re coming up with new business models, better ways to entertain their players and innovative ways to allow their players to monetize.”

How the mobile landscape is changing

It began with a legal battle between Apple and Epic, which loosened the App Store’s grip on developer profits. Developers are now allowed to take their users to other payment systems. That way, developers can bypass the App Store’s 30% commission and offer their players better prices, better ways to pay, and better user experiences.

“People start asking questions with the latest rules,” says Luotio. “Is such a restricted set of options controlled by two companies really good for free trade?”

It has become a global question. Legal challenges to the dominance of the two app stores have recently come from regulators in Korea, the Netherlands and across Europe. Now the snowball has begun to slide down the hill, and there is momentum, Luotio says.

Many countries see the App Store rules as restrictions on their local businesses. And as the payment negotiations continue, it has become clear that many audiences are left behind, as these large platforms do not offer local payment methods.

“Publishers need to provide choices to their audiences, and governments and their regulatory authorities understand this,” he says. “Which means it’s about to be the most delusional time of the year, as well as the most promising. In the mobile games community, the people I’m talking to are excited about the effects of this great conversation. “

This wave of change is a great opportunity for mobile game publishers. It’s easier than ever for developers to get out of the App Store and implement cross-platform functionality, take ownership of their customer base, develop direct customer relationships with their players, and monetize in brand new ways.

New revenue opportunities for publishers

Just being able to offer different types of payment methods has opened up new revenue streams for mobile game developers. Many large global markets, including Asia, Russia, Latin America, India and China, have a large number of customers who do not have access to international credit cards or international Evolts such as PayPal.

“It’s important for businesses to understand that their monetization in these emerging regions has not been good because they are not able to cover the payment methods that most people in those regions and countries want to use,” says Luotio. “We want to make publishers aware of what they’re missing out on and what they can grow if they move beyond the application platform.”

Since many customers could only use local payment methods, they have been left out of the equation. Xsolla, for example, found that offering local payment methods in areas such as Latin America and South Korea could increase market coverage by up to 60%.

Ownership of the relationship with the players and their data

But while some of the rules in the App Stores have been relaxed, privacy restrictions have become more stringent, significantly narrowing the options for direct display marketing and making it much less profitable. But the same rules do not exist in the same way on the web.

“There’s a bit more freedom in how you handle user acquisitions for a web shop, browser game or PC version and you’re able to track more accurately,” Luoto said. “You can attribute to the players that you get through the various social networks running user editing campaigns.”

Customer relationship management, which is becoming increasingly important for free-to-play games on every platform, is more effective when you have your players. When you extend beyond the App Stores, you don’t have to rely on those platforms to host your user accounts. You have your own user account system, and gaining access to that data makes understanding and catering to your most valuable players more flexible.

“Publishers are realizing that it’s not just about getting new players,” he says. “She’s looking for the best ways to meet your current, most loyal players and give them what they want in a very customized way. When you control the community and there is no barrier in between, Can take better care.

An Xsolla partner with a very popular mobile game launched a web store to target their most valuable players, offering special deals for loyal fans. Luotio says word spread that there was a new destination for more attractive, value-added offers and it reached a point where publishers were making more money from web shops than they were earning on mobile platforms. .

“We’re definitely seeing similar results elsewhere,” he says. “In each case, the approach of the special offer web shop from all of our partners has always been to offer a positive return on investment, especially for games that have been out for a while, reaching a certain scale, and leading. Audience. “

Best practices for commercial growth

It is best practice to run a pilot test to see how your community will react if you allow them to monetize outside the App Stores.

“Proving the concept is something that, especially for games on a scale, can help you start growing again,” he says. “If your game revenue is down a bit, try proof of concept, especially targeting markets where you haven’t previously arrived with different payment methods.”

He found that markets such as Latin America, South Korea, Russia and China differed greatly.

Second, as you move to get rid of the App Store, it warns that you should still make sure that you maintain a good relationship with the platform, as you will still get a lot out of displaying in the App Store.

“The important thing is that you provide a value that does not conflict with the existing options you have in the mobile game itself,” he says. “You need to come up with offers that complement what you are already selling directly into the game. Create new, unique offers, bundles of items that you can buy in a mobile game that offers a better price offer. ”

To learn more about how to take advantage of new revenue streams, get out of the App Store and discover new ways to monetize your players, don’t miss this VB Live event!

Register for free here.

You will learn:

  • How To Get Rid Of Mobile App Store
  • Best practices for commercial growth
  • How mobile developers can reach revenue targets
  • Real-world case studies from successful mobile game developers and publishers


  • Taiwan YunChief Business Officer, Super Evil Megacorp
  • Mikka LuotioDirector of Business Development, Europe, Xsolla
  • Dean Takahashi, Chief Author, Gamesbeat (moderator)

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