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Linking out to your web shop in the US: A game developer’s guide
September 24, 2025•5 min
As of 2025, game developers in the US can now add direct links from their games to external web shops. This regulatory shift finally gives you a clear, legal path to promote purchases outside of Apple’s App Store. In other words, you no longer need to rely exclusively on app stores; you can build a direct connection between your players and your own checkout flow.
What changed and why it matters
For years, mobile developers had little flexibility, as platform rules forced all purchases through app store ecosystems, cut into margins, and limited options for meaningful player engagement. Now, with link-out enabled, you can:- Add a direct web shop link inside your game.
- Drive purchases through browser-based checkout.
- Promote external purchases with rewards like loyalty points, bonuses, and discounts.
- Experiment with personalized bundles and offers that aren’t possible in-app.
- Build stronger direct relationships with players by connecting your game and web shop seamlessly.
What’s allowed: Best practices for following platform rules
Xsolla Web Shop link-outs are permitted, but only under specific platforms and legal conditions. Breaking the rules can result in rejection or even removal of your app. To stay compliant, make sure you:- Limit usage to U.S. builds. External purchase links without platform fees are currently allowed only in the United States. In the EU, link-out is available, but platforms still apply a fee (see Google Play and App Store guidelines).
- Open checkout in the browser. On iOS, Apple always uses the default browser. Redirects must remain transparent, and you cannot obscure or disguise the transition.
- Promote openly inside your game. You’re allowed to advertise external purchases with buttons, messages, or pop-ups. Use this freedom to highlight rewards, discounts, or bonuses that encourage players to make in-app purchases.
Early adopters have the advantage
When implemented correctly, the impact is immediate, particularly for titles where the US region drives a large share of revenue. One of our partners increased web shop revenue by 65% just by adding a direct link inside their game and promoting it according to the rules. Early adopters are shaping the habits of new players. By getting players comfortable with visiting your web shop now, you lock in loyalty before competitors catch up.Placing web shop links into your game
The effectiveness of linking out depends on where you place the link and why players should click it. Unlike in-app impulse purchases, a web shop fosters repeat behavior, as players return when they know it consistently offers added value. Here are some best practices to follow:-
Place links where players spend the most time. The main game screen, in-game store, and main menu are prime real estate. Make the button visible and consistent, not hidden behind gameplay events.
- Spark curiosity about added value. Use callouts like “20% extra currency” or “Exclusive bonuses in Web Shop” to show players they’ll get more than what’s in the in-app store.
- Promote added value with messages. Don’t rely on a button alone. Use in-game messages, pop-ups, and push notifications to communicate loyalty rewards, cashback, or bonus content. These channels give you the space to explain the benefits.
- Make login seamless. Players should land in your Web Shop already authenticated. Pre-authenticated links remove friction and make the journey feel natural.
Sync your in-game and web shop LiveOps
Your web shop isn’t a standalone experience. When players move directly from your game to your shop, the two must feel like one ecosystem. Follow these best practices to keep them in sync:- Rotate offers alongside game events. When you launch new seasons, events, or content drops in-game, mirror them in the shop with matching bundles or discounts.
- Expand LiveOps with exclusives. Use Xsolla Web Shop to extend your game’s lifecycle. For example, offering seasonal bundles even after the in-game season has ended.
- Run limited-time campaigns. Urgency drives action. Time-limited offers give players a reason to check the shop right away.
- Experiment with A/B tests. Discover which rewards, bundles, or loyalty mechanics resonate best with your audience, and scale what drives results.
Xsolla Web Shop link-out is becoming the new standard
Mobile monetization has entered a new chapter. For the first time, developers in the US can add direct links from their games to external web shops and promote purchases openly under clear, platform-approved rules. This shift puts you in control to create:- More revenue freedom: reduce dependency on platform fees.
- More room to experiment: test bundles, rewards, and new monetization models.
- Stronger player relationships: connect directly with your audience across game and web.
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