Revenue
Mobile
Why direct-to-consumer web stores are the future of game monetization
September 12, 2025•6 min
The way players discover and pay for games has changed dramatically. For years, mobile game developers could rely on a simple formula: build a fun mechanic, buy traffic at a reasonable price, monetize through in-app purchases (IAPs), and enjoy the returns.
But that traditional model has been disrupted. Rising acquisition costs, tighter privacy rules, and stricter platform policies are forcing developers to look for new ways to connect with players and monetize their games. One of the most promising strategies? Direct-to-consumer (D2C) sales through web stores.
Example of a web store in STAR TREK TIMELINES
Heroes Wars — a clear example of a title that gained a separate web version The shift toward web stores The move toward direct sales didn’t happen by accident. It came about because government regulators worldwide began to pay closer attention to the monopolistic practices of major app store platforms.
The reality is that while Apple and Google may not change their store policies voluntarily, developers now have legal avenues to monetize outside those ecosystems. One of the most significant changes is the ability to place a legal link to a web store directly inside the game, a feature previously forbidden and even punishable by app store removal.
This represents a significant shift in how the gaming industry will approach sales, payments, and checkout. And, much like with the rise of free-to-play games, developers who adapt their monetization strategies early will be best positioned to benefit.
How to guide your players toward this shift
Shifting players from in-app purchases to web store transactions is not just a technical change; it’s a behavioral shift. Players are used to seamless in-app buying, and external payment flows can raise concerns such as:
How to guide your games toward this shift
Many developers still view web stores as just another payment method. In reality, they are much more than that. A web store should be seen as a strategic extension of your game, one that you control completely and that can become the foundation for sustainable monetization.
CREATING AN ECOSYSTEM
Through a web store, you can:
INTEGRATING WEB STORES WITH LIVEOPS
Additionally, the road to web store success lies in integrating it tightly with your LiveOps strategy.
This means ensuring that in-game activities and web store offerings complement and reinforce each other. It is crucial that purchases through the web store always feel more advantageous than in-app purchases, whether that’s through lower prices, exclusive bonuses, or faster progression.
Over time, this creates a habit: players check the web store first before making a purchase. WHY PARTNERSHIPS MATTER Running a web store yourself can also become complex. Beyond building the storefront, you need to handle:
What are direct sales?
Direct sales, known as direct-to-consumer or D2C, let you sell directly to your players without relying solely on intermediaries like the App Store or Google Play. A web store is essentially your in-game shop, but hosted on your own website. Players can buy in-game items, currency, or subscriptions directly from you, often at better prices because you’re not subject to the 30% platform commission. Think of it as building your own ecosystem where you have full control over:- User experience. Customize the storefront to match your game’s brand.
- Monetization strategy. Experiment with bundles, pricing, and offers without restrictions.
- Player data. Gain direct insights into your community and build stronger relationships.
Example of a web store in STAR TREK TIMELINES
Why the traditional model is no longer effective
The app store–centric approach is no longer enough to sustain most mobile games. Developers face significant challenges:- Higher acquisition costs. User acquisition (UA) spending continues to rise.
- Advertising limitations. Privacy regulations like Apple’s ATT and GDPR reduce targeting effectiveness.
- Decreased discoverability. App stores now favor established titles, making it harder for new games to break through.
- Restrictions on monetization. Developers were prevented from directing players to alternative payment methods or promoting external offers.
Heroes Wars — a clear example of a title that gained a separate web version The shift toward web stores The move toward direct sales didn’t happen by accident. It came about because government regulators worldwide began to pay closer attention to the monopolistic practices of major app store platforms.
- United States. Courts required Apple to allow developers to inform users about external payment options.
- European Union. The Digital Markets Act (DMA) mandates that Apple and Google support third-party app stores and payment providers.
- South Korea, Japan, India, Brazil, and China. Similar laws and discussions are emerging to limit platform monopolies.
The reality is that while Apple and Google may not change their store policies voluntarily, developers now have legal avenues to monetize outside those ecosystems. One of the most significant changes is the ability to place a legal link to a web store directly inside the game, a feature previously forbidden and even punishable by app store removal.
This represents a significant shift in how the gaming industry will approach sales, payments, and checkout. And, much like with the rise of free-to-play games, developers who adapt their monetization strategies early will be best positioned to benefit.
How to guide your players toward this shift
Shifting players from in-app purchases to web store transactions is not just a technical change; it’s a behavioral shift. Players are used to seamless in-app buying, and external payment flows can raise concerns such as:
- “Is this safe?”
- “Will my items actually appear in the game?”
- “Why should I go outside the app to buy?”
- In-game messaging. Use clear banners that highlight benefits, such as “Get 20% extra currency when you purchase in our web store.”
- LiveOps integration. Mirror in-game events, boosts, and promotions in the web store so it feels like part of the experience.
- Exclusive rewards. Offer unique bundles, skins, or VIP perks that are only available via the web store.
- Transparent communication. Use in-game characters, FAQs, or tooltips to explain why web purchases are secure and beneficial.
How to guide your games toward this shift
Many developers still view web stores as just another payment method. In reality, they are much more than that. A web store should be seen as a strategic extension of your game, one that you control completely and that can become the foundation for sustainable monetization.
CREATING AN ECOSYSTEM
Through a web store, you can:
- Launch exclusive offers unavailable inside the game, creating a sense of value and urgency.
- Experiment with pricing and bundles in ways that aren’t possible on closed marketplaces.
- Offer subscriptions with additional benefits, providing steady recurring revenue.
- Implement loyalty programs from simple rewards for repeat purchases to elaborate systems with VIP status, exclusive gifts, early access, or community-driven perks.
INTEGRATING WEB STORES WITH LIVEOPS
Additionally, the road to web store success lies in integrating it tightly with your LiveOps strategy.
This means ensuring that in-game activities and web store offerings complement and reinforce each other. It is crucial that purchases through the web store always feel more advantageous than in-app purchases, whether that’s through lower prices, exclusive bonuses, or faster progression.Over time, this creates a habit: players check the web store first before making a purchase. WHY PARTNERSHIPS MATTER Running a web store yourself can also become complex. Beyond building the storefront, you need to handle:
- Compliance with global regulations (GDPR, CCPA, LGPD, POPIA).
- Integration with international payment systems.
- Secure transactions, fraud prevention, and chargeback handling.
- Automated refunds, tax management, and reporting.
- Localization and multi-language support.
Looking ahead
Direct sales are not a temporary trend; they are the foundation of the next era in game monetization. The developers who start educating their players and building web store habits now will be ready to scale when regulations open the gates even wider. As regional policies continue to evolve in markets such as the U.S., the European Union, South Korea, Japan, India, Brazil, and even China, the ability to operate a direct-to-consumer ecosystem will only become more valuable. Developers who invest in web store strategies now will be positioned to adapt quickly and capture long-term growth. To learn more about how a web store can help you build a sustainable business, read the full LinkedIn article by Pavel Savkin, Product Director (Monetization) at Xsolla. You can also explore the latest resources and product updates at webshop.xsolla.com or schedule a meeting with our team of experts.Featured articles
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