TL;DR

As of October 29, 2025, U.S. Android games on Google Play can officially offer alternative in-app payment methods and external web checkout links, thanks to the Epic v. Google injunction. iOS developers have enjoyed similar freedoms since the Epic v. Apple ruling on April 30, 2025, but with stricter implementation requirements.

To maximize revenue and player adoption of Direct-to-Consumer (DTC) payments:

1. Show alternative checkout as an option across all purchase surfaces.

2. Incentivize players with added value (e.g. “+15% more coins”) for choosing alternative checkout.

3. Use clear, player-friendly communication across all channels to build trust in the new payment method.

4. Test different UX variations, like side-by-side offers, dynamic pop-ups, and banners to see what drives the most conversions.

5. Use a mobile-native, fast, and frictionless checkout flow.

Neon’s Direct Checkout is built for this opportunity and optimized for a fast and easy player experience. We recently overhauled our checkout design, which increased checkout completion rates by 26% across all clients.

The full breakdown

As of October 29, 2025, Google Play’s policies have officially changed to comply with the Epic v. Google injunction. That means for the first time, U.S. Android games distributed on Google Play can offer alternative in-app payment systems and external checkout links.

iOS got here first, but it’s more restricted

Thanks to a similar U.S. court ruling in the Epic v. Apple case on April 30, 2025, Apple was forced to allow external payment links in apps without charging any fees or restricting how game developers communicate external payment options to their players.

Apple does enforce a few key restrictions, but it’s not entirely clear:

• App and game developers must continue to offer Apple’s in-app payment system as an option.

• Alternative payments should load outside of the app via the user’s default web browser. 

• Apple specifically states that developers can “provide a link in their app to a website the developer owns or maintains responsibility for in order to purchase digital content or services.” 

• There’s no exact language specific to the U.S. in any of Apple’s guidelines that make it clear if alternative payments can load in the in-app webview or not.

• However, Apple did require Patreon to change their in-app webview implementation to an external browser approach, which many use as precedent for that exact restriction.

What the New U.S. Android Payment Policy Means

Google has now confirmed:

• Developers can use third-party in-app payment systems instead of Google Play Billing.

• Developers can include links or buttons to external checkout flows.

• Developers can set different prices depending on the payment method used.

• These rights apply to users in the U.S. only, while the court order remains in effect.

These changes supersede previous Google Play rules that banned alternative billing and link-outs. 

Google states that additional implementation requirements and developer terms are coming, but the core access is unlocked as of today. We’ll be keeping a close eye on Google to see if they make updates, especially if they try to introduce specific restrictions like Apple.

Best Practices: How to Implement Alternative Checkout (Android & iOS)

At Neon, we've worked with some of the most forward-thinking mobile teams to deploy compliant, high-conversion DTC payment flows on iOS and we’re looking forward to expanding to Android. 

Here's what we recommend:

Keep players in-app on Android

Load the alternative checkout experience directly in-app to streamline the process because Google didn’t explicitly prohibit that approach. This may change, but for now it is unlocked.

Some teams may consider removing Google Play Billing altogether to achieve 100% DTC revenue share in the U.S. Decreasing the fee applied to your in-app sales from 30% to below 5% would deliver huge revenue and profit growth. 

However, your players might not recognize the new experience, which may negatively impact overall conversion and sales. 

Display DTC checkout as an option for all U.S. players across all purchase moments.

Give players the option to buy directly at any time and on any surface where you offer IAPs. This will give you the highest level of revenue growth across all types of spenders and purchase types, including any impulse moments. Your alternative checkout should be seamless enough to not interrupt the flow of gameplay.

Incentivize players to choose your direct channel

We've all been using Apple’s & Google’s IAP flow for as long as we’ve had smartphones, so it’s not easy to break that habit. However, it’s clear that players will try the new option if they are offered the right incentive.

Clearly show the benefit of buying directly from you and offer them something you know they want, like an added bonus such as “Get 20% more!” Ideally, create an experience that shows them the exact value they’re getting for the offer they selected, like this: 

An added bonus is often a better choice than a discount, since you don’t want any downward pressure on your lifetime value or average order value. 

Announce and explain it to your players

Introduce this new payment option to your players so they aren’t surprised or confused when they see it. 

Use your broadest communication surfaces to reach as many players as possible. And reassure them that the new payment option is:

• The official channel for them to buy directly from you,

• Completely secure and safe,

• And where they can get the best value for their money.

Lastly, don’t be shy about explaining the reasoning behind it. Explain that buying through Apple and Google means you lose 30% of every purchase, and that buying direct triggers far lower fees, which in turn allows you to give them better value. Your players will likely want to support you and your game.

Test & optimize UX variations

Just like you A/B test the store layout, pricing, or FTUE flows to maximize LTV, your DTC payment implementation should be treated as a testable surface. There’s no one-size-fits-all answer, so iterate and learn.

Try different ways of presenting the Direct Checkout option:

• Side-by-side in-store offers: Place App Store and Direct Checkout options next to each other, with clear value differentiation. This reduces friction and clutter while keeping the incentive visible at a glance.

• Post-tap pop-ups: Trigger a dynamic prompt after the player taps “buy,” showing the added bonus for Direct Checkout (e.g. cross out “500 coins” and show “525 coins”). Reduces clutter but adds an extra step.

• Persistent banners or callouts: A simple in-store banner explaining “Get 15% more coins with Web Checkout” can prime users before they even enter a purchase flow.

Over time, you’ll find the presentation that best drives both conversion and trust for your player base. Just like any monetization touchpoint, optimize this like a core part of your economy design.

Use an optimized alternative checkout 

We’ve seen that players will try the new DTC checkout, but if it isn’t smooth and easy, they’ll give up and go back to the familiar IAP flow. Avoid legacy ecommerce checkouts designed for online stores. Look for a payment UX that feels mobile app native, has the lowest required steps, and uses Apple Pay or Google Pay when applicable. 

Neon Direct Checkout is built for this moment

Neon Direct Checkout is optimized for speed and ease. No confusion, no clutter. Players make their purchase and go back to playing in seconds. We recently overhauled our checkout UX to further align with the direct-from-game experience:

• Auto-detects and defaults to Apple Pay or Google Pay for a fast, familiar experience.

• Launches seamlessly from any in-game surface.

• Doesn’t require players to authenticate, no extra steps.

• Returns players back to the game after their purchase is complete.

This has led to a 26% increase in purchase completion rate (percentage of checkouts that end in a successful purchase) across all clients.

We're here to help! Reach out via the form at the bottom of this page. We're happy to share our advice and compare notes on the best ways for you to take advantage of the latest DTC opportunities.