Executive Summary
Executive Summary
Executive Summary
01
81%
81%
81%
of players are aware of web shops.
77%
77%
77%
have made purchases through them.
Launch a web shop with confidence knowing players around the world are familiar.
Launch a web shop with confidence knowing players around the world are familiar.
Launch a web shop with confidence knowing players around the world are familiar.
02
In-game promotion is the primary driver of awareness, followed by social media.
In-game promotion is the primary driver of awareness, followed by social media.
In-game promotion is the primary driver of awareness, followed by social media.
Use in-game promotions and social media to increase awareness and traffic. Don’t use clickable hyperlinks in your game as they’ll trigger platform fees.
Use in-game promotions and social media to increase awareness and traffic. Don’t use clickable hyperlinks in your game as they’ll trigger platform fees.
Use in-game promotions and social media to increase awareness and traffic. Don’t use clickable hyperlinks in your game as they’ll trigger platform fees.
03
90%
90%
90%
of web shop purchasers are likely to buy again.
Implement special offers, free gifts, and loyalty programs to encourage repeat purchases.
Implement special offers, free gifts, and loyalty programs to encourage repeat purchases.
Implement special offers, free gifts, and loyalty programs to encourage repeat purchases.
04
25%
25%
25%
of players prefer to buy via a web shop.
Provide special offers and exclusives to shift preferences further.
Provide special offers and exclusives to shift preferences further.
Provide special offers and exclusives to shift preferences further.
05
Security concerns and payment issues deter some players.
Security concerns and payment issues deter some players.
Security concerns and payment issues deter some players.
Enable trusted, popular payment methods and secure checkout.
Enable trusted, popular payment methods and secure checkout.
Enable trusted, popular payment methods and secure checkout.
Introduction
Web shops are awesome for mobile games companies, because they:
01
Create a deeper connection with their players
02
Allow game developers to own the purchase point with maximum freedom
03
Boost revenue by providing exclusive and personalized offers for the players
04
Optimize and increase profits by avoiding Apple and Google commission fees (10 - 30%)
Based on our audit, currently 26 of the top revenue-grossing, mobile games in the world have a web shop.
But what do players think of web shops?
Introduction
Web shops are awesome for mobile games companies, because they:
01
Create a deeper connection with their players
02
Allow game developers to own the purchase point with maximum freedom
03
Boost revenue by providing exclusive and personalized offers for the players
04
Optimize and increase profits by avoiding Apple and Google commission fees (10 - 30%)
Based on our audit, currently 26 of the top revenue-grossing, mobile games in the world have a web shop.
But what do players think of web shops?
Introduction
Web shops are awesome for mobile games companies, because they:
01
Create a deeper connection with their players
02
Allow game developers to own the purchase point with maximum freedom
03
Boost revenue by providing exclusive and personalized offers for the players
04
Optimize and increase profits by avoiding Apple and Google commission fees (10 - 30%)
Based on our audit, currently 27 of the top revenue-grossing, mobile games in the world have a web shop.
But what do players think of web shops?
Introduction
Web shops are awesome for mobile games companies, because they:
01
Create a deeper connection with their players
02
Allow game developers to own the purchase point with maximum freedom
03
Boost revenue by providing exclusive and personalized offers for the players
04
Optimize and increase profits by avoiding Apple and Google commission fees (10 - 30%)
Based on our audit, currently 27 of the top revenue-grossing, mobile games in the world have a web shop.
But what do players think of web shops?
Methodology
Methodology
Methodology
To find out, we surveyed 5,050 mobile game players in the US, UK, Canada, Germany, and Japan.
To find out, we surveyed 5,050 mobile game players in the US, UK, Canada, Germany, and Japan.
To find out, we surveyed 5,050 mobile game players in the US, UK, Canada, Germany, and Japan.
Gender Distribution
Gender Distribution
Gender Distribution
Age Distribution
Age Distribution
Age Distribution
Gaming Activity
Gaming Activity
Gaming Activity
We wanted to hear from active mobile game players, so we surveyed people who played a mobile game at least once in the last 30 days.
We wanted to hear from active mobile game players, so we surveyed people who played a mobile game at least once in the last 30 days.
We wanted to hear from active mobile game players, so we surveyed people who played a mobile game at least once in the last 30 days.
Making In-App Purchases
Making In-App Purchases
Making In-App Purchases
We made sure that at least 85% of respondents had made at least one IAP in the last 12 months.
We made sure that at least 85% of respondents had made at least one IAP in the last 12 months.
We made sure that at least 85% of respondents had made at least one IAP in the last 12 months.
Findings & insights
Findings & insights
Findings & insights
Mobile game players are very aware of mobile game web shops.
Mobile game players are very aware of mobile game web shops.
Mobile game players are very aware of mobile game web shops.
81%
81%
81%
said they are aware that web shops exist for some mobile games.
said they are aware that web shops exist for some mobile games.
said they are aware that web shops exist for some mobile games.
n=5,050
81%
81%
81%
said they have visited a web shop.
said they have visited a web shop.
said they have visited a web shop.
n=5,050
And they are visiting web shops.
And they are visiting web shops.
And they are visiting web shops.
Many players have purchased through a web shop.
Many players have purchased through a web shop.
Many players have purchased through a web shop.
Percentage of players who've purchased via a web shop.
Percentage of players who've purchased via a web shop.
Percentage of players who've purchased via a web shop.
n=3,315
77%
said they’ve made a purchase via a web shop.
said they’ve made a purchase via a web shop.
said they’ve made a purchase via a web shop.
Among players aware of web shops, in-game promotion is the biggest traffic driver.
Among players aware of web shops, in-game promotion is the biggest traffic driver.
Among players aware of web shops, in-game promotion is the biggest traffic driver.
How did you first learn about mobile game web stores?
How did you first learn about mobile game web stores?
How did you first learn about mobile game web stores?
n=3,315
In-game promotions aren’t necessarily aligned with App Store and Google Play guidelines, but it’s clear from the data that players are learning about a game’s web shop via content or messages in the gaming app.
In-game promotions aren’t necessarily aligned with App Store and Google Play guidelines, but it’s clear from the data that players are learning about a game’s web shop via content or messages in the gaming app.
In-game promotions aren’t necessarily aligned with App Store and Google Play guidelines, but it’s clear from the data that players are learning about a game’s web shop via content or messages in the gaming app.
One can hypothesize that these messages don’t contain direct links, but instead a URL call to action with no hyperlink. Direct links will trigger commission fees from Apple & Google (e.g. 27% Apple fee in the U.S.) on web shop purchases driven by in-app direct links.
One can hypothesize that these messages don’t contain direct links, but instead a URL call to action with no hyperlink. Direct links will trigger commission fees from Apple & Google (e.g. 27% Apple fee in the U.S.) on web shop purchases driven by in-app direct links.
One can hypothesize that these messages don’t contain direct links, but instead a URL call to action with no hyperlink. Direct links will trigger commission fees from Apple & Google (e.g. 27% Apple fee in the U.S.) on web shop purchases driven by in-app direct links.
Web shop purchasers will continue buying from them.
Web shop purchasers will continue buying from them.
Web shop purchasers will continue buying from them.
How likely is it that you’ll buy via a web store again?
How likely is it that you’ll buy via a web store again?
How likely is it that you’ll buy via a web store again?
n=3,315
90%
of players who've made a web shop purchase said they are likely to purchase from a web shop again.
of players who've made a web shop purchase said they are likely to purchase from a web shop again.
of players who've made a web shop purchase said they are likely to purchase from a web shop again.
But players who’ve purchased from a web shop still prefer the App Store or Google Play.
But players who’ve purchased from a web shop still prefer the App Store or Google Play.
But players who’ve purchased from a web shop still prefer the App Store or Google Play.
Where do you prefer to purchase in-game items?
Where do you prefer to purchase in-game items?
Where do you prefer to purchase in-game items?
n=3,315
It takes a long time to change habits. Especially habits like Apple’s & Google’s in-app purchases, which have been trained into everyone with a smartphone since 2009. However, it’s encouraging to see that 25% have already broken that habit and prefer web shop purchasing.
It takes a long time to change habits. Especially habits like Apple’s & Google’s in-app purchases, which have been trained into everyone with a smartphone since 2009. However, it’s encouraging to see that 25% have already broken that habit and prefer web shop purchasing.
It takes a long time to change habits. Especially habits like Apple’s & Google’s in-app purchases, which have been trained into everyone with a smartphone since 2009. However, it’s encouraging to see that 25% have already broken that habit and prefer web shop purchasing.
Trust is key, and UX friction didn’t worry most web shop visitors.
Trust is key, and UX friction didn’t worry most web shop visitors.
Trust is key, and UX friction didn’t worry most web shop visitors.
Among players who visited a web shop and didn’t make a purchase,
Among players who visited a web shop and didn’t make a purchase,
Among players who visited a web shop and didn’t make a purchase,
18%
didn’t purchase because they were uncertain of the web shop’s validity.
didn’t purchase because they were uncertain of the web shop’s validity.
didn’t purchase because they were uncertain of the web shop’s validity.
10%
didn’t spend due to a more difficult user experience.
didn’t spend due to a more difficult user experience.
didn’t spend due to a more difficult user experience.
Why did you not make a purchase when you visited a game’s web store?
Why did you not make a purchase when you visited a game’s web store?
Why did you not make a purchase when you visited a game’s web store?
n=3,315
This data proves it’s crucial for your web shop to build trust with players. To do so:
This data proves it’s crucial for your web shop to build trust with players. To do so:
This data proves it’s crucial for your web shop to build trust with players. To do so:
01
Ensure your web shop domain matches your current game website and/or has your game title in the URL.
Ensure your web shop domain matches your current game website and/or has your game title in the URL.
Ensure your web shop domain matches your current game website and/or has your game title in the URL.
02
Design and build your web shop to look and feel just like your in-game store.
Design and build your web shop to look and feel just like your in-game store.
Design and build your web shop to look and feel just like your in-game store.
03
Confirm players web shop purchases immediately with in-game messages.
Confirm players web shop purchases immediately with in-game messages.
Confirm players web shop purchases immediately with in-game messages.
04
Give players their favorite login methods like Google.
Give players their favorite login methods like Google.
Give players their favorite login methods like Google.
05
Provide popular and secure payment methods.
Provide popular and secure payment methods.
Provide popular and secure payment methods.
Legitimacy, security, and smooth payments are crucial to convert new web shop purchasers.
Legitimacy, security, and smooth payments are crucial to convert new web shop purchasers.
Legitimacy, security, and smooth payments are crucial to convert new web shop purchasers.
Players who’ve never visited or purchased from a web shop are turned off by security concerns and potential payment method issues.
Players who’ve never visited or purchased from a web shop are turned off by security concerns and potential payment method issues.
Players who’ve never visited or purchased from a web shop are turned off by security concerns and potential payment method issues.
What are the main reasons you might avoid purchasing from a mobile game web store?
What are the main reasons you might avoid purchasing from a mobile game web store?
What are the main reasons you might avoid purchasing from a mobile game web store?
n=1,735
Half of the players who’ve been to a web shop view them favorably.
Half of the players who’ve been to a web shop view them favorably.
Half of the players who’ve been to a web shop view them favorably.
On a scale of 1-5, how favorable are you towards purchasing in-game items from a mobile game web store?
On a scale of 1-5, how favorable are you towards purchasing in-game items from a mobile game web store?
On a scale of 1-5, how favorable are you towards purchasing in-game items from a mobile game web store?
n=3,315
Players are more likely to purchase from a web shop when it has special offers.
Players are more likely to purchase from a web shop when it has special offers.
Players are more likely to purchase from a web shop when it has special offers.
Which of the following features would make you more likely to claim or purchase from a web store rather than in-game?
Which of the following features would make you more likely to claim or purchase from a web store rather than in-game?
Which of the following features would make you more likely to claim or purchase from a web store rather than in-game?
n=5,050
Digital wallets are the preferred payment method among all respondents.
Digital wallets are the preferred payment method among all respondents.
Digital wallets are the preferred payment method among all respondents.
What type of payment method would you prefer when making purchases from a mobile game web store?
What type of payment method would you prefer when making purchases from a mobile game web store?
What type of payment method would you prefer when making purchases from a mobile game web store?
n=5,050
There’s literally thousand of payment methods around the world, but it’s important to note that you can maximize purchases by supporting the top digital wallets and credit/debit.
There’s literally thousand of payment methods around the world, but it’s important to note that you can maximize purchases by supporting the top digital wallets and credit/debit.
There’s literally thousand of payment methods around the world, but it’s important to note that you can maximize purchases by supporting the top digital wallets and credit/debit.
Depending on your game and your top countries, you can then expand into local payment methods as necessary.
Depending on your game and your top countries, you can then expand into local payment methods as necessary.
Depending on your game and your top countries, you can then expand into local payment methods as necessary.
Players prefer email & password and Google login methods
Players prefer email & password and Google login methods
Players prefer email & password and Google login methods
When it comes to logging into a web store, what is your preferred method?
When it comes to logging into a web store, what is your preferred method?
When it comes to logging into a web store, what is your preferred method?
n=5,050
It’s best to provide key login options based on where your players live, but email and password and Google will provide the most reach.
It’s best to provide key login options based on where your players live, but email and password and Google will provide the most reach.
It’s best to provide key login options based on where your players live, but email and password and Google will provide the most reach.
Additionally, web shops underscore the need to motivate your players to create an in-game account to begin with. Without an in-game account, players won’t be able to intuitively login to your web shop.
Additionally, web shops underscore the need to motivate your players to create an in-game account to begin with. Without an in-game account, players won’t be able to intuitively login to your web shop.
Additionally, web shops underscore the need to motivate your players to create an in-game account to begin with. Without an in-game account, players won’t be able to intuitively login to your web shop.
Web shops could educate players on the mobile games ecosystem and its business models.
Web shops could educate players on the mobile games ecosystem and its business models.
Web shops could educate players on the mobile games ecosystem and its business models.
Overall, the majority of mobile game players are unaware of the high commission fees that game developers pay to Apple and Google, but those who have purchased from a web shop are far more aware than others.
Overall, the majority of mobile game players are unaware of the high commission fees that game developers pay to Apple and Google, but those who have purchased from a web shop are far more aware than others.
Overall, the majority of mobile game players are unaware of the high commission fees that game developers pay to Apple and Google, but those who have purchased from a web shop are far more aware than others.
Did you know that when you buy an in-game item Apple or Google take up to 30% of every purchase, leaving the game with 70%?
Did you know that when you buy an in-game item Apple or Google take up to 30% of every purchase, leaving the game with 70%?
Did you know that when you buy an in-game item Apple or Google take up to 30% of every purchase, leaving the game with 70%?
n=5,050
Players who have made a web shop purchase.
Players who have made a web shop purchase.
Players who have made a web shop purchase.
43%
43%
43%
Players who have visited a web shop but not purchased from one.
Players who have visited a web shop but not purchased from one.
Players who have visited a web shop but not purchased from one.
15%
15%
15%
Players who have never visited a web shop and/or are unaware of web shops.
Players who have never visited a web shop and/or are unaware of web shops.
Players who have never visited a web shop and/or are unaware of web shops.
9%
9%
9%
This data makes you wonder: are game developers educating their web shop visitors on the platform fees that the mobile games industry faces from Apple and Google?
This data makes you wonder: are game developers educating their web shop visitors on the platform fees that the mobile games industry faces from Apple and Google?
This data makes you wonder: are game developers educating their web shop visitors on the platform fees that the mobile games industry faces from Apple and Google?
The majority of mobile game players think Apple and Google’s commission fees are unfair.
The majority of mobile game players think Apple and Google’s commission fees are unfair.
The majority of mobile game players think Apple and Google’s commission fees are unfair.
Do you think Apple and Google taking 30% is fair?
Do you think Apple and Google taking 30% is fair?
Do you think Apple and Google taking 30% is fair?
n=5,050
Players who have made a web shop purchase.
Players who have made a web shop purchase.
Players who have made a web shop purchase.
45%
45%
45%
Players who have visited a web shop but not purchased from one.
Players who have visited a web shop but not purchased from one.
Players who have visited a web shop but not purchased from one.
50%
50%
50%
Players who have never visited a web shop and/or are unaware of web shops.
Players who have never visited a web shop and/or are unaware of web shops.
Players who have never visited a web shop and/or are unaware of web shops.
34%
34%
34%
This data suggests an opportunity to build deeper relationships with your players through a web shop to help them understand the large fees that game developers have to pay the duopoly. It could be a good idea to educate your players around how a web shop creates an environment with less fees, which allows game developers to pass those savings onto players in the form of more value for their money and special offers.
This data suggests an opportunity to build deeper relationships with your players through a web shop to help them understand the large fees that game developers have to pay the duopoly. It could be a good idea to educate your players around how a web shop creates an environment with less fees, which allows game developers to pass those savings onto players in the form of more value for their money and special offers.
This data suggests an opportunity to build deeper relationships with your players through a web shop to help them understand the large fees that game developers have to pay the duopoly. It could be a good idea to educate your players around how a web shop creates an environment with less fees, which allows game developers to pass those savings onto players in the form of more value for their money and special offers.
26 of the top 100 revenue-grossing mobile games in the world have a web shop.
26 of the top 100 revenue-grossing mobile games in the world have a web shop.
26 of the top 100 revenue-grossing mobile games in the world have a web shop.
Web shops from the top 100 mobile games based on IAP revenue in the last 30 days.
Web shops from the top 100 mobile games based on IAP revenue in the last 30 days.
Web shops from the top 100 mobile games based on IAP revenue in the last 30 days.
Source: SensorTower data pulled July 30, 2024.
Related Resources
Scopely Webshop: Web Store Learnings From Marvel Strike Force
Many mobile game players have never visited a webshop. They are used to buying directly through the App Store and Google Play. To shift their habits, you must encourage frequent visits and purchases on your new webshop. Scopely has been managing their Marvel Strike Force (MSF) webshop for years and has found effective ways to build a webshop habit among their players, let’s take a closer look at how they do it.
Best Practices
Mobile Game Webshop: How to Drive Traffic and Increase Revenue by 25%
Webshops are becoming very popular in mobile gaming as they boost revenues by up to 25%. We breakdown proven tactics that will drive traffic.
Best Practices
More Webshops Expected After Apple’s Updates - Following the Likes of Supercell, Scopely, and EA
TLDR; Apple’s EU updates are a bummer. Build a Webshop to monetize without paying fees to Apple & Google.
Best Practices
Scopely Webshop: Web Store Learnings From Marvel Strike Force
Many mobile game players have never visited a webshop. They are used to buying directly through the App Store and Google Play. To shift their habits, you must encourage frequent visits and purchases on your new webshop. Scopely has been managing their Marvel Strike Force (MSF) webshop for years and has found effective ways to build a webshop habit among their players, let’s take a closer look at how they do it.
Best Practices
Mobile Game Webshop: How to Drive Traffic and Increase Revenue by 25%
Webshops are becoming very popular in mobile gaming as they boost revenues by up to 25%. We breakdown proven tactics that will drive traffic.
Best Practices
Scopely Webshop: Web Store Learnings From Marvel Strike Force
Many mobile game players have never visited a webshop. They are used to buying directly through the App Store and Google Play. To shift their habits, you must encourage frequent visits and purchases on your new webshop. Scopely has been managing their Marvel Strike Force (MSF) webshop for years and has found effective ways to build a webshop habit among their players, let’s take a closer look at how they do it.
Best Practices
Mobile Game Webshop: How to Drive Traffic and Increase Revenue by 25%
Webshops are becoming very popular in mobile gaming as they boost revenues by up to 25%. We breakdown proven tactics that will drive traffic.
Best Practices
Simple & Easy Webshop & Game Development Funding
Game Development Funding & Webshop Infrastructure for Game Companies
© Sanlo Technologies Inc. 2024.
For game developers, by game developers.
Simple & Easy Webshop & Game Development Funding
Game Development Funding & Webshop Infrastructure for Game Companies
© Sanlo, Inc. 2024. For game developers, by game developers.
Simple & Easy Webshop & Game Development Funding
Game Development Funding & Webshop Infrastructure for Game Companies
© Sanlo Technologies Inc. 2024.
For game developers, by game developers.
Simple & Easy Webshop & Game Development Funding
Game Development Funding & Webshop Infrastructure for Game Companies
© Sanlo Technologies Inc. 2024.
For game developers, by game developers.