According to research, more than 260 million mobile game players are out of reach of the app stores. However, with the Apple and Epics lawsuit affecting the mobile game industry and monetization in a large way, new possibilities to monetize outside the app store are eroding.
Anthony Mendoza, the director of business development at Global, and Hannah Zhang, the business development manager at Xsolla, all spoke to GamesBeat Summit.
Mendoza''s new freedom from the app store was highlighted by three key components. The first is that now players may now purchase in-game items and currencies, as well as increase their accounts. The second key advantage is that developers may now market directly to players, in order to increase traffic to a branded web shop. It appears to be a global trend.
Apple may now lift limitations and permit developers to provide alternative payment options to their users in more territories, according to Zhang. Developers are more aware of their options about contact their users in order to encourage them to pay directly and avoid Apple and Google''s platform fees.
Reaching 260 million new players
Developers have a way to reach new, untapped markets those 260 million individuals who cant use the app stores because they have no way to pay for their purchases, according to the lift in restrictions. When game developers can offer alternative, local payment methods, through companies like Xsolla, they can increase conversion and increase revenue, and establish a worldwide community.
99-plus in the United States (a 10% increase in available payment methods), 300-plus in Europe (+40%), and 200-plus in China and Asia (a 60% increase in South Korea, roughly 90% in China).
Apple, especially in Asia, provides credit card payment methods to users, but in China, 54% of payment transactions actually take place through methods like Alipay and WeChat Pay. In South Korea, many users depend on local credit card payments like KakaoPay, Toss, and Payco.
Mexico has over 50 million players, and Brazil has over 75 million players, while PIX, an exciting instant payment technique, is increasing popularity in the United States. Much of the untapped market comes from things like game store gift cards.
Owning your own community
One of the greatest benefits of all of this is the ability to own your own community, according to Mendoza, which is enormous for marketing purposes.
By collecting email addresses through confirmed purchases or initiated purchases in the web shop, a game developer or publisher may then send messages and ads to those email addresses to maximize profits.
You own the data. You own your ecosystem. He added that it is possible to have direct marketing and direct engagement to these players that you would otherwise not be able to do on the Apple and Google platforms. There''s the big draw with marketing campaigns, making it possible to communicate with your users and your gamers on a more intimate level.
According to Zhang, the Xsollas web shop is a white label digital store that allows developers and publishers to sell subscriptions, in-game items, and currency directly to their users from their own customizable branded website. The storefront is integrated in the community because it offers a way to distribute games as well as updates, updates, and leaderboards.
Apple''s $99.99 restriction on user packages also applies to independent webstores. Playstudios, a Xsolla partnership, offers a VIP page to engage whales with exclusive mobile item content. Similarly, Scopely has created a web store outside of their mobile games to sell special bundles and packages to their high-LTV cohort and whales.
Mendoza said that this alternate ecosystem allows your users to chat with one another and purchase things. Thats where you establish trust in your community and your gamers. Thats where loyalty is established, and loyalty in the mobile gaming business does mean money.
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