Top mobile games now generate 30-50% of their revenue through webshops. Some reach 70% with direct web checkout integration. This is not just about avoiding the 30% app store fee. It has become a competitive requirement.

What the Data Shows

72% of top mobile games now run a webshop. 26% of players say they would use a publisher's direct store. 14% have already done so.

Huuuge Games grew their webshop revenue by 92% in 2024. It now represents 10.8% of their total revenue. Playtika made $607 million through webshops in 2023. That is 25% of their revenue and they have increased the target to be 40% by next year. 

Recent legal rulings changed the constraints. After Epic v. Apple and Epic v. Google, developers in the U.S. can now link from their games to external webshops and integrate links to third-party checkouts. The EU Digital Markets Act and Japan's Smartphone Act opened similar paths.

The main reason to launch a webshop is competition. If your competitor has a webshop and you do not, they capture 25% more revenue from the same players. They can spend more on user acquisition. They can outbid you.

How the Economics Work

App stores take 30% of every transaction. Web payment providers charge 3-5%. That is a 25-point difference.

Here is the important math. When Apple or Google takes 30%, they take it from gross revenue, not net. If your game makes $10 million net, players spent $14.3 million gross. The platforms took $4.3 million, not $3 million.

Games with licensing deals face more pressure. After paying 20-30% for IP rights and 30% to app stores, studios keep only 40-50 cents per dollar of player spending. Webshops help fix these margins. When you consider a generous $0.3 spent on user acquisition to acquire a user, it leaves the studio with around $0.1-0.2 profit per user assuming they make $0.4-0.5 net revenue. Webshops help fix these margins.

Early results after the April 2025 U.S. ruling show promise. Web stores report conversion rates up to 60% for VIP players. These are high-value users who already trust your game.

Why Players Use Webshops

Players choose webshops because they get better deals. When you save 30% on fees, you can give players bonuses. A good example is: "Get 20% more gold coins when you buy on the web."

Players understand this value. Many want to support their favorite games directly. Pokémon GO players learned quickly that Niantic's webshop gave them more currency for the same price.

The user experience matters. Modern webshops are built for mobile games. They load fast. They support Apple Pay and Google Pay. Players return to the game in seconds.

High-spending players like having a special channel. It feels more exclusive than the standard app store.

What You Need to Start

A basic webshop needs three things.

A catalog. Start with your best-performing in-app offers. If a pack sells well in-app, it will work on web. You need 5-10 offers to launch. You do not need your full catalog.

Player authentication. You need to know which account to credit when someone buys. Most games use tokens. Your backend creates a token. Players click "Buy on Web" in your game. They go to the webshop already logged in. Or in countries outside the U.S. where direct linking isn’t yet permitted, players can login to your webshop with one tap and the webshop will deep-link into the game app to authenticate their session.

Fulfillment. When a purchase completes, you grant items to the player. Your webshop provider sends your server or game client the player ID and what they bought. Your system grants the items. This works like in-app purchase fulfillment and the player experience outside of where they are buying is the exact same.

That’s it. You can add fancy features later. First, prove that players will buy and the economics work.

How Studios Grow Webshops

Most studios follow three phases.

Months 1-3: Launch. Launch with core offers, basic authentication and a clear value proposition that gives your players a reason to buy DTC instead of in-game. Drive traffic with in-game messages like (only in U.S.) "Get 20% bonus coins - Buy on Web." Track adoption rate and order value. Most studios see 5-15% of revenue move to webshops in this phase.

Months 4-9: Optimize. Test different incentives. Try 20% bonuses versus exclusive items. Reduce clicks in the purchase flow. Add web-only offers. Studios typically grow to 15-25% of revenue from webshops as the experience improves.

Months 10+: Scale. Webshops become a main revenue channel. Create web-only events. Personalize offers based on player behavior. Run web-first launches. Top games see 30-50% of revenue from webshops at this stage.

The timeline varies by studio size and game genre however the pattern is consistent: Start simple, prove it works and then optimize the flows. 

Mistakes to Avoid

Do not make the webshop worse than the app store. If it is slow or confusing, players will not use it. Webshops should load in under two seconds. Support one-tap payments through Apple Pay or Google Pay and even local digital wallets in every country (which is another reason why players may prefer buying on the web, the app stores may not accept their favorite way to pay.

Weak incentives do not work. "Save 5%" is not enough. Players need clear value. Use 15-20% bonuses or exclusive items. Show "500 coins + 100 bonus" instead of small discounts.

Poor communication kills adoption. Players need to know your webshop exists. Use in-game messages (in the U.S.), social media, and email. Explain that it is safe, official, and offers better value.

Do not treat the webshop as a side project. If your best offers are app-only, no one will use the webshop. Make it a first-class channel. Some studios launch new items on web first.

Test everything before launch. Buy something on your own webshop. Check that items appear in-game correctly. Verify fulfillment is instant. Test on iOS and Android. Early bugs destroy player trust.

What This Means for You

Early adopters are building player habits and capturing high-value users. Most games still don’t have webshops. Players increasingly expect the option.

Start with a basic version. Prove the economics work for your game. Then scale up. You do not need 50% webshop revenue in year one. Even 10-15% of revenue at 5% fees instead of 30% helps your margins and competitive position.

The mobile game monetization is moving to a multi-platform model. The best games offer players choice. Studios that adapt early will have better margins, more player data, and stronger competitive leverage.