The in-app purchases landscape is undergoing major changes due to the growing dissatisfaction among developers with Apple and Google’s 30% cut from in-store transactions.
As mobile gaming takes the lead, many game makers find the share of earnings taken by Apple and Google to be excessive. This has resulted in the Epic vs Apple legal battle and the emergence of external web stores as a way to avoid the charges.
While there is some complexity involved in using external web stores for in-game purchases, dedicated players find the offers worthwhile. By bypassing Apple and Google, developers can be more generous with their players.
One example of this trend is Niantic, which has launched a Pokémon Go web store and is now transferring the ability to redeem codes off-app and onto browsers to familiarize Android players with its online store.
The rise of web stores
Niantic offers limited supply runs of Pokémon Go redeem codes, along with sponsored items and branded clothing. With a shift to using the web store for code redemptions, the move for Android players comes at an interesting time in the industry’s evolution.
To incentivize web store purchases, Niantic offers exclusive deals and bundles, giving players more value for their money and keeping the profits away from Apple and Google. Players can log in to the web store with their Pokémon Go account credentials to make purchases.
While this seems beneficial for both developers and consumers, there are some uncertainties, from security concerns to the potential reluctance of players to leave games for additional steps in the purchase process.
Offering free codes can help players acclimate to Niantic’s store and may be part of a larger game plan to move away from in-app spending.
The current Android redeem code feature requires players to scroll past all available in-app purchases, so moving users to the web store isn’t just about increasing visibility of items for sale, but also about raising awareness of the web store itself.
The Pokémon Go team clarified that starting on February 13, 2024, Android users will no longer be able to redeem offer codes in the app, and will instead be directed to the Pokémon GO Web Store.
Changing Times
As game developers encourage players to use their web stores, the industry is transitioning to a new landscape where the future behavior of consumers remains uncertain. Will players adapt to making purchases outside of the app, or will the inconvenience deter them? The usage of web stores may become the prevailing method in the future, necessitating a significant adjustment for both developers and consumers.
Looking ahead, Apple’s plan to charge 27% on external platform payments further complicates the situation as developers seek to escape their hold.
