TL;DR

U.S. mobile game developers can now bypass 30% app store fees. Here's what you need to know:

• iOS (April 30, 2025): Alternative payments via external payment links with 0% Apple fee per court ruling.

• Android (Oct 29, 2025): Alternative payments are live now with no fees. Epic and Google settlement proposes a 9% to 25% fee (next hearing on December 11).

• The opportunity: Shift the majority of U.S. spend to Direct Checkout and keep 95% of your revenue.

This guide covers what's allowed, how to implement it, and how to maximize player adoption.

What's Actually Allowed Now in the U.S. 

Android (U.S.)

As of October 29, 2025, Google Play officially allows:

• Integrating third-party payment processors (Stripe, Neon, Paddle, etc.) directly in game

• Offering and promoting alternative purchasing options besides Google Play Billing

• Communicating those alternatives directly to players

• Incentivizing players with better offers / different pricing to use alternative payment flows

The short version: You can offer players a choice between Google Play Billing or “your own checkout - and you can give them a better deal for choosing yours while keeping more of the payment yourself.

iOS (U.S.)

As of April 30, 2025, Apple's App Store allows:

• External payment links

• Different pricing for external purchases

• Freedom to communicate the benefits to players

How We Got Here (Timeline)

August 13, 2020: Epic Games filed concurrent antitrust lawsuits against Apple and Google after Fortnite was removed from the App Store and Google Play for adding a direct in-app payment system.

October 7, 2024: Judge James Donato issued a permanent injunction requiring Google to open up the Android ecosystem to alternative app stores and payment methods.

April 30, 2025: U.S. District Judge Yvonne Gonzalez Rogers ruled in Epic v. Apple, forcing Apple to allow external payment links in the U.S. with zero commission on external purchases.

July 31, 2025: Ninth Circuit Court of Appeals upheld Epic's victory against Google, lifting the stay on the injunction.

September 12, 2025: Ninth Circuit denied Google's motion to delay the injunction, establishing a 30-day compliance deadline.

October 29, 2025: Final compliance deadline. Google announced they were enabling  alternative payment systems and external links in US apps.

November 4, 2025: Epic and Google jointly propose a settlement with clear fee terms:

• 9% service fee for items that do not affect gameplay (20% for items affecting gameplay)

• 5% billing fee if you use Google Play Billing

• No restrictions on placement, design, or messaging

• Fees will apply to direct-linked webshops

December 11, 2025: Court hearing scheduled to review settlement.

Judge's Skepticism: Judge Donato expressed serious doubts about the settlement, questioning why "two mortal enemies who pounded each other relentlessly in this courtroom for many years - are suddenly BFFs." He stated he's "not confident the proposed settlement terms will genuinely address Google Play's monopoly" and may schedule additional hearings in January 2026. Settlement approval is not guaranteed. Until approved, Google must follow the October 29 injunction terms with no fees charged off the app.

What It Actually Costs

Android: The Proposed 9% and 20% Fee (Pending Approval)

The 9% fee applies to the sale of items that do not materially affect the gameplay. These are mainly cosmetic items. 

The 20% fee, however, applies to the sale of items that affect the gameplay such as in-game currency, upgrade items, or items that will let you play more without restriction. 

These fees apply to any webshop or storefront that is direct-linked if a purchase is made within 24 hours of the click.

If the settlement gets approved, here's the math:

• Alternative payment only: 

  • 9% Google service fee non-gameplay-affecting items + ~3% average additional bank transfer fee= 12% total

  • 20% Google service fee for gameplay-affecting items +  ~3% average additional bank transfer fee= 23% total

• Google Play Billing: 

  • 9% service fee for non-gameplay-affecting items  + 5% billing fee = 14% total

  • 20% service fee for gameplay-affecting items + 5% billing fee = 25% total

• Old IAP model: 30% (or 15% for subscriptions after year 1)

Even with the 9% fee, you're keeping 18% more revenue compared to the old 30% take rate.

iOS: 0% Apple Fee (US Only)

Apple cannot charge any fees on external purchases per the April 30, 2025 court ruling. This applies to the US App Store only.

• Alternative payment (US): 0% Apple fee + ~3% average additional bank transfer fee= 3% total

• Old IAP model: 30% (or 15% for subscriptions after year 1)

You're keeping 27% more revenue compared to the old 30% take rate.

Important distinction: In the EU, Apple can still charge fees on alternative payments:

• 5-13% store services fee (depending on tier)

• 5% Core Technology Commission

• 2% initial acquisition fee (first 6 months)

The US ruling (0% Apple fee) is significantly more favorable than EU terms (total: 12-20% Apple fees).

The Revenue Math

Let's say your game does $100K/month in U.S. IAP revenue. Here's what happens when you shift to alternative payments:

Android (with proposed 9% fee)

Note: 9% fee is from the proposed settlement pending court approval. Until approved, Google's fee structure remains unclear.

iOS (0% Apple fee - US only)

Note: 0% Apple fee applies to US App Store only. EU has different terms (12-20% total Apple fees).

Bottom line: Even with Google's proposed 9% fee (pending approval), you're looking at meaningful revenue growth - especially on iOS where Apple can't charge anything in the US.

Webshops vs. Direct Checkout: What's the Difference?

Webshops (Traditional)

Players visit a separate website (like store.yourgame.com) to make purchases.

Good for:

• Top spenders who seek out better deals

• VIP programs and exclusive offers

• Planned purchases

Not great for:

• Impulse purchases (player runs out of lives mid-session)

• Casual players who don't visit external sites

Direct Checkout on Mobile (U.S.-only)

Players make purchases right in the game with a fast, native flow.

Good for:

• All purchase types, including impulse moments

• Broader audience (not just your most engaged players)

• Higher conversion rates

The key difference: Direct Checkout captures impulse buying - the player who's out of lives and wants to keep playing right now. That's where most mobile game revenue comes from.

What makes Direct Checkout work:

• Launches seamlessly from any in-game surface

• Defaults to Apple Pay or Google Pay (fast, familiar) if configured 

• No need to create an account or log in

• Returns player to the game immediately after purchase

Neon's Direct Checkout increased purchase completion rates by 26%.

How to Implement This

Android: In-App Checkout (Recommended)

You can load your payment flow directly in the app for a seamless experience with external browser checkout.

The typical flow:

1. Player taps "Buy 500 Gold"

2. Show choice: "Google Play" or "Direct Checkout (+20% bonus)"

3. If Direct: Launch payment SDK in-app

4. Player completes purchase with Apple Pay/Google Pay

5. Backend webhook confirms purchase

6. Grant items in-game

7. Redirect back to the game

Android: External Browser Checkout

If you prefer, you can open your checkout page in an external browser. Players would be redirected to your web storefront where they complete the purchase, then return to the game.

iOS: External Browser Checkout

Apple requires external browser checkout. The pattern involves opening an external browser to your checkout URL, where players complete their purchase. After payment, use universal links to return players to your game.

Return to App

Set up universal links so players come back to your game after purchase. When the app detects a successful purchase URL, verify the transaction with your backend and show confirmation to the player.

What Payment Platform Should You Use?

Quick Decision Tree

Need full Merchant-of-Record services (tax, compliance, fraud, player support)? → Neon (5-7% all inclusive) or Paddle (7% + extras)

Have your own tax/compliance team and just need payment processing? → Stripe (2.9% + $0.30)

Want a dedicated gaming-focused solution for players? → Neon Direct Checkout (optimized for in-game purchases, defaults to Apple/Google Pay)

Platform Comparison

How to Get Players to Actually Use It

Now you have integrated payments through webshops and went live. Next step is more crucial: Getting players to choose it over in-app purchases

1. Offer a Clear Incentive

Players have been using Apple/Google's IAP for years. You need to give them a reason to try something new.

What works:

• "Get 20% more coins with Direct Checkout!"

• "Buy direct and support the game"

• Show the exact bonus: 500 coins → 600 coins for the same price

Use an added bonus (more currency) instead of a discount. You don't want downward pressure on your average order value.

2. Show It Everywhere

Display the Direct Checkout option at every purchase moment:

• In-game store browse view

• Item detail pages

• Bundle offers

• Limited-time promotions

• Post-gameplay moments ("Out of lives? Get more!")

3. Test Different UX Approaches

Side-by-side offers: Show two options side by side: standard IAP price and Direct Checkout with bonus.

• Pros: Clear comparison, fewer steps

• Cons: Can feel cluttered

Dynamic popup after tap: Player taps "Buy 100 Coins" → Show modal with Direct Checkout offer

• Pros: Clean store, clear value prop

• Cons: Extra decision step

Persistent banner: Display a tip banner about Direct Checkout benefits

• Pros: Educates without friction

• Cons: Can be ignored

Run A/B tests to see what drives the most conversion for your players.

4. Communicate Across All Channels

Don't assume players will notice the new option. Tell them about it:

• In-game announcement: "New! Buy direct and get better value"

• Email: "Get 20% more coins when you shop direct"

• Social media: "We can now offer better deals outside app stores"

• Push notification: "New checkout option with 20% bonus!"

Be transparent about why: "When you buy through Apple/Google, we lose 30% to fees. Buying direct means we keep more - and we can pass that savings on to you."

Players generally want to support games they love. Give them the context.

Real-World Example: Transformers Earth Wars

Yodo1implemented Neon's webshop with these tactics:

• Weekly events using LiveOps 

• In-game pop-ups explaining the benefits

• First time purchase promotions

Result: Increased player spend through webshops from 25% to 57% 

The key: They didn't just launch it and hope. They actively communicated the value and made it easy to choose.

What You Need to Be Ready

Android Checklist

• Choose your payment platform (Neon, Stripe, Paddle, or direct PSP)

• Implement in-app payment flow (recommended) or external browser

• Keep Google Play Billing as an option

• Set up backend webhook to verify purchases

• Update privacy policy (third-party payment processor disclosure)

• Test purchase flow end-to-end

• Monitor Google Play Console for settlement approval (Dec 11)

iOS Checklist

• Choose your payment platform

• Implement external browser checkout

• Set up universal links for return-to-app

• Keep Apple IAP as an option

• Backend verification before granting items

• Test purchase and return flow

• Update privacy policy

For Both Platforms

• Design incentive strategy (15-20% bonus recommended)

• Create in-game messaging (announcement, store banners)

• Plan email/social communication

• Set up A/B tests for UX variations

• Train support team on new payment option

• Monitor conversion rates and iterate

What's Still Unclear

Google's Final Fee Structure

The 9% / 20% fee structure settlement is proposed, not final. Judge Donato will review it on December 11, 2025 - but he's already expressed serious doubts.

Judge Donato's concerns mainly were that he is not confident the proposed settlement terms will genuinely address Google Play’s monopoly

Two possible outcomes:

1. Settlement approved as-is (9% fee for items not affecting gameplay, 20% for items affecting gameplay) - Less likely given judge's skepticism

2. Settlement rejected, the October 29 injunction terms continue to apply - possible if judge sees the proposed settlement as anti-competitive collusion

Until then: Google must follow the October 29 injunction with no official fees disclosed. This creates a window until a final ruling has been made where alternative payments on Android might have zero platform fees, but Google hasn't clarified their interim approach.

UX Guidelines from Google

Google hasn't published detailed guidelines yet about:

• Placement restrictions

• Messaging requirements

The settlement says Google cannot restrict placement, design, or messaging, which is promising. But we'll know more after December 11.

Our take: Implement in-app checkout now (it's allowed) and benefit in the period until the final ruling has been made

Why This Matters for Your Game

This is the biggest shift in mobile monetization in over a decade.

For the first time since the App Store launched in 2008, you can offer players a better deal and keep more revenue - without getting kicked off the platform.

The numbers (based on proposed settlement terms):

• Android: Keep 88% instead of 70% (with proposed 9% Google fee)

• iOS (US): Keep 97% instead of 70% (0% Apple fee per court ruling)

If you do $1M/year in U.S. IAP revenue, shifting to 100% alternative payments means:

• Android: +$180K/year (if 9% fee is approved)

• iOS (US): +$270K/year (guaranteed - court ruling in effect)

Even at 50% adoption, you're talking about $90K-$135K in extra annual revenue - from the same players, the same game.

Important: Android numbers assume the settlement is approved. Until then, fee structure is based on 10/29 injunction rules pointed above and alternative payments are legally required as of October 29, 2025.

We're Here to Help

Neon Direct Checkout is built for this exact opportunity:

• Optimized for mobile games (not generic ecommerce)

• Higher purchase completion after our recent UX redesign

• Defaults to Apple Pay/Google Pay for instant familiarity

• Merchant-of-Record services (we handle tax, compliance, fraud, player support)

• Seamless launch from any in-game surface

We've been helping studios implement Direct Checkout on iOS, and we're starting to expand to Android.

Want to talk through your specific situation? Fill out the form at the bottom of this page. We're happy to share what we're seeing work and compare notes on the best approach for your game.

Keep Updated

This is a fast-moving situation. We'll update this guide as:

• The December 11 court hearing happens

• Any further decision or change from Judge Donato

• We see what's working (and what's not) in the market

Bookmark this page and check back for updates.

Or reach out - we're always happy to talk shop.