It’s Official: Developers can now legally route players from their games to web shops in the U.S.
For years, mobile developers had limited options for promoting their Web Shops. Platform restrictions made it risky to mention better deals outside the App Store — let alone link to them. To stay compliant, teams relied on indirect methods like social posts or email campaigns — often with low conversion and high friction.
Now, things have changed, and every mobile developer should be syncing their full IAP catalog today.
What happened — and why now
As of April 30, 2025, the ruling of the United States District Court had mandated that Apple allows mobile developers to direct users to alternative payment methods outside the App Store. Developers are no longer bound by the ‘Apple tax’, allowing developers to promote and link to their own web shops.
The new rules are already active in the U.S., even as Apple appeals the decision. This creates a clear opportunity: you can now promote your Web Shop inside your game, link to it, or even empower players to instantly buy a specific IAP (SKU) with a single tap linking directly to an SKU. It's a more frictionless way to drive web-based purchases.
What does this mean for your Web Shop
Redirecting traffic from the game to the Web Shop is no longer a workaround — it’s a best practice. And when done right, it drives measurable impact.
- Gain more revenue and profits by saving up to 25% on platform fees
A $20 purchase that used to return $14 now brings back up to $19 — more profit per transaction, more revenue to reinvest in your game.
- Increase active Web Shop users by up to 60%
Players can now go from your game to the Web Shop in a single click. This direct access significantly boosts traffic and reduces drop-off.
- Improve Web Shop retention by 30–40%
Promoting the Web Shop inside the game — and reinforcing it with regular messaging — brings players back more often. Especially when paired with personalized offers, time-limited bundles, or seasonal events.
- Scale Web Shop revenue split to 50%+ and beyond
Our data shows that many top-grossing games already generate 30–40% of their revenue through Web Shops — and now, with in-game promotions and improved conversion flows, that number can go even higher.
- Grow the number of Web Shop paying users by 30–40%
Easier access with direct links and added value offers online help convert previously inactive or hesitant users — increasing your overall monetizable audience.
How to activate in-game Web Shop promotion: 101
We always say, that the recipe to success is to let your gamers know about your Web Shop, and then continuously reinforce the messaging and engagement with them.To make the most of this shift, we recommend three simple steps:
- Add visible Web Shop access in the game
- Place a button on the main screen using a reward or bonus as a trigger, and add ‘Purchase with Xsolla’ buttons under every single offer in-game
- Add a banner inside the in-game store: “Get 10–20% more value on Web Shop”
- Consider utilizing all in-game communication channels, newsletters, and messages to inform players
- Highlight the value of your Web Shop during live events or game news
2. Create personalized, web-only offers
- Use in-game messages and inboxes to promote bundles that are only available on Web
- Personalize: “Low on [resource]? Web Shop bundle available with 25% bonus”
- Focus on moments when players are most engaged or most likely to convert. Perfect timing for casual games to step in!
- Shift free item/daily gifts claims to the web to boost web shop adoption and encourage repeat visits - driving stronger retention.
3. Update offers regularly to match game activity
- Sync promotions with in-game LiveOps
- Run time-limited, exclusive, or seasonal bundles that feel part of the overall game experience
- Tie in quests, referral programs, or progression-based incentives to drive deeper engagement
- Ultimate goal? A Web Shop offering everything available in-game—plus exclusive content and deals players can’t get anywhere else.
Another tip: in order to maximize successful payments, keep the seamless one-tap experience of Apple Pay, yet don't compromise. Expand your payment portfolio beyond traditional app stores with access to over 1,000+ local payment methods, unlocking monetization in more geographies with Xsolla.
And there’s more—we’ve already built a library of proven best practices, and we’re ready to share them with anyone looking to level up their game. Book a meeting with our experts to learn how to create a top-performing web shop.
Key Web Shop capabilities that drive revenue
- Increase revenue by up to 5x with the most powerful LiveOps feature set, from time-limited and number-limited offers, to promo-codes, personalized campaigns, and rewards.
- Achieve +15% Web Shop LTV growth with Web Shop loyalty feature —a ready-to-use D2C feature set that encourages players to return to the web shop and spend more within the developer’s store.
- Get +13% increase in payment conversion from automated regional pricing. This allows game developers and publishers to implement regional pricing for catalogs and offers with just one click, saving time and effort.
- Drive over +35% ARPPU increase with game-driven personalization. Xsolla Publisher Account now enables dynamic web shop content personalization using real-time in-game data. By setting up a webhook, your shop automatically adjusts its offerings based on a player's in-game status, preferences, and progress—eliminating the need for manual content management.
What comes next
This ruling opens a new monetization channel for mobile developers operating in the U.S. — with fewer restrictions and better economics.
And it’s likely not the last shift. Other markets are already evaluating similar changes, and players are becoming more accustomed to cross-platform experiences.
By acting now, you’re not just improving short-term results — you’re preparing your infrastructure and player behavior for what comes next.
[Launch your Web Shop integration today →]
