Expanding Opportunities for Players and Publishers Worldwide

Dec, 2023 Access for All:
Expanding
Opportunities for
Players and Publishers
Worldwide
White Paper

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Access for All: Expanding the Opportunity for Players and Developers Worldwide | Stakes at Play
This whitepaper explains the market
opportunity available to publishers and
developers who choose to work with a
partner like Coda (or one of its competitors).
Our goal is to provide an overview of digital
content distribution and monetization,
clarify market structure, and describe the
steps developers and publishers should
consider in order to take advantage of this
significant incremental opportunity outside
of the two primary app stores. The paper
also aims to address potential publisher
concerns and clarify the complexities a
publisher might encounter when considering
partners outside of the app distribution and
monetization channels (Google Play and
Apple App Store).
Google Play and the Apple App Store have
dominated the app landscape for 15+ years
and provide publishers a platform to enable
discovery, distribution, and monetization.
However, publishers are increasingly demanding more channels to market their
content and more flexible solutions to
maximize distribution and monetization. This
has created new opportunities and solutions
to help publishers develop a more holistic
go-to-market strategy.
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S TA K E S AT P L AY
Primary App Stores
Alternative App Stores
First-Party Web Stores
Third-Party Web Stores
• Publishers are demanding more channels
to market and increasingly flexible and
robust solutions, beyond primary app
stores.
• Users are increasingly discovering and
paying for content via diverse channels
outside the primary app stores. This is
called out-of-app monetization, for the
purposes of this paper, we define this as
alternative app stores, third-party web
stores & marketplaces, and first-party web
stores.
• The market place is now home to a wider
variety of distribution and monetization
options in order to meet these demands.
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How can a publisher understand this landscape?
Distribution
Distribution is about selecting the right channels to make sure a company’s
product is available and accessible to its target audience (for games, the target
being relevant gamers). Digital content publishers distribute apps and other in-
app content or add-ons both online and offline and, importantly, via primary and
alternative channels.
• Primary channels, such as the Google Play Store and the Apple App Store
• Alternative channels include other app stores and web stores that facilitate
out-of-app monetization. Web stores can be further broken down into first-party
(where a publisher runs their own web store) and third-party web stores (where
a publisher relies on other digital marketplaces or e-retailers to sell content)
Purchase/Payments
Payment is the final step of the marketing funnel, and is a critical point where
potential customers become paying consumers. If the payment process is
cumbersome, unclear, or sparks doubt, it can lead to cart abandonment. A
smooth, secure payment experience can boost conversion and increase revenue.
Different consumers prefer different payment methods based on location and user
preferences.
As such, publishers need to provide the right mix of payment options; credit/debit
is popular in western markets and on Google Play and the App Store, but bank
transfers, local digital wallets, in-person physical payments, etc are popular in
other regions. Historically, monetization partners like Coda, Razer, or Xsolla began
as providers of alternative payment methods.
It is helpful to define key terms to help navigate this space. Although these terms are not new, clarifying the meaning of each can help optimize a publisher’s go-to-market strategy.
Companies like Coda Payments, UniPin, Xsolla and others have strong origins historically in the payments space, but are increasingly providing additional valuable solutions to
help publishers optimize their distribution and monetization strategies. For Coda, this includes solutions in addition to Codapay such as Codashop, xShop, and the company’s
new Custom Commerce direct-to-consumer offering.
Access for All: Expanding the Opportunity for Players and Developers Worldwide | Stakes at Play
Marketing Funnel
The marketing funnel represents the buying stages that potential consumers go
through, from initial awareness of a product or service, to making a purchase
decision. Digital content publishers can work with many partners throughout the
marketing funnel.
Monetization
Monetization is the process of ushering a potential customer through the
marketing funnel, and ultimately generating a sale and revenue. For digital
content and games, three main monetization models exist: advertising-led,
subscription-led, and/or transactional (inclusive in-app and web-based purchases
of digital goods and services). Each of these requires different strategies and tools
to drive success, e.g. optimizing product availability, pricing, promotions, etc.
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The new trend in game monetization isn’t new at all
Niko Partners has been tracking the games industry in Asia for over 20 years, and we find
that Asia often leads the globe in gaming trends. Where and how games are distributed has
become a major topic in the games industry over the last 3 years, following a growing number
of legal changes related to in-app billing, take rates, and alternative payment platforms.
However, the fact is, Asia has demonstrated the wider value – and need – for out-of-app
monetization platforms for much longer than that.
Niko Partners’ 2023 model estimates that in Southeast Asia, out-of-app monetization
accounts for 21% of all mobile games revenue, and we note this share is even higher in certain
markets. In China, where Google is absent from the market, alternative channels (alternative
app stores, third-party web stores & marketplaces and third-party web stores) accounts for
53% of all app monetization. While credit card payments through primary app stores serve
many users, Asian gamers often make purchases with e-wallets, through their phone carriers,
with calling card top-ups, and other alternative payment methods, and these players rely on
out-of-app monetization. To fully address these markets, publishers must provide alternative
payment channels to fill in where primary app stores leave service gaps for many users.For over a decade, developers and publishers have been reaching gamers in Asia via channels
outside of the two primary app stores (Google Play and Apple App Store). In some cases,
publishers themselves build first-party solutions that match their players’ demands – Sea
Group’s Garena is one example. However, it is often far more effective for international
publishers to work with a monetization partner who can handle relationships with local
payment providers, navigate local tax laws, and even leverage local payment and social
channels for publicity and title discovery.
• Monetization options outside of Google Play and the Apple App Store are getting
more press, but 1st and 3rd-party web stores have been the norm in Asia for over a
decade.
• Global publishers who do not localize their go-to-market strategies are losing out,
especially to regional publishers who have well-developed strategies in place.
• Legislation favoring competition, growing recognition of out-of-app monetization,
and concern for the high fees primary app stores charge for the right to distribute on
their platform is speeding the growth of the out-of-app monetization market share
in Asia.
Access for All: Expanding the Opportunity for Players and Developers Worldwide | Stakes at Play
In Niko Partners’ market model, Southeast Asia refers to Indonesia, Malaysia, the Philippines, Singapore, Thailand
and Vietnam; while China refers to mainland China.
*
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Access for All: Expanding the Opportunity for Players and Developers Worldwide | How Does the App Monetization Landscape Work?
Transactional app monetization has
historically been dominated by primary app
distribution platforms like the Apple App
Store and Google Play. Publishers enroll in a
developer partnership program, submit an
app for review and, if the review is successful,
then submit the application for release.
This walled-garden approach allows Apple
and Google to ensure any release on their
respective platforms is approved to meet
their specific guidelines.
These platforms facilitate app monetization
through in-app payments. Users click a
button in an app and their payment is
verified directly in the app for most cases,
but not all*. This simplifies things for
publishers, but in return they pay primary
app distributors a significant share of each
in-app purchase, called a take rate.
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HOW DOES THE
APP MONETIZATION
LANDSCAPE WORK?
Pay via 3rd party (out-of-app) Pay in primary app
User
Payment Options
Payment Service
Provider (PSP)
Initiates
Purchase
App Developer /Publisher
Out-of-app checkout
(e.g., in-app web view)
Payout (less 3-10% fee) Payout (less 30% fee)
Alternative
App Stores Third Party
Web Stores First Party
Web Stores
Even more popular apps like Spotify and Netflix route
users out-of-app for payments, because of the policies of primary app stores.
*
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Access for All: Expanding the Opportunity for Players and Developers Worldwide | How Does the App Monetization Landscape Work?
Take rates are at the center of the growing awareness of the app publishing and payments
ecosystem. Primary app distribution platforms (Google and Apple) take up to 30% of
payments made through their platforms, while limiting the ways publishers can direct
payments through their own websites or through payment channels outside of primary
app stores. (Although these limitations may be changing). This strict framework and the
limitations that come with it are some of the main reasons why publishers are seeking
alternative ways to monetize and distribute content. Alternative app stores (Amazon,
Aptoide), generally have some of the same payment limitations as primary app stores and
collect take rates similar to Google and Apple.
First and third-party app monetization channels, as their name implies, offer publishers
additional routes to monetize apps and content. First-party web stores (like EA, Garena, and
many others which may be built independently or via a solution like a Custom Commerce by
Coda.
A direct-to-consumer approach provides developers additional routes to onboard users,
collect payments, and to distribute content efficiently. It also provides them access to robust
data and insights to their users, enabling them to build deeper relationships and experiences. Access to increased data also allows for better product customization, innovation, and
content personalization.
Third-party web stores and marketplaces (like Codashop or others) also offer publishers a
much better share of payments, allowing game creators to see more of the revenue generated
by their content.
First and third-party web stores have existed for many years, but recent developments and
legislation have led to wider industry awareness of this market segment. As more markets
introduce legislation designed to increase competition on and outside of primary app stores,
publishers are becoming more aware of the value of monetizing through these channels.
Additionally, the increasingly global nature of the gaming and app ecosystem is making
partnerships with alternative distribution platforms a key strategy for publishers in emerging
markets, where preferred payments are not fully covered by primary app stores. Combined,
this is creating new opportunities for developers and publishers who wish to expand their
reach and retain a larger share of the revenue their apps generate.
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Access for All: Expanding the Opportunity for Players and Developers Worldwide | How Does the App Monetization Landscape Work?
In-App
Monetization Alternative In-App
Monetization 3rd Party
Marketplace 1st Party (D2C) Web Stores
out-of-house Partnership 1st Party (D2C)
Web Stores In-House
Examples
Google Play,
Apple App Store Amazon, Samsung,
Microsoft, Aptoide, One Store Coda, Unipin, Razer, etc.
Coda, Xsolla, etcPublisher (examples: Tencent,
Garena, etc)
Payment Types
Credit Card, Some online Payment Platforms Credit Cards, Some
online Payment Platforms Often offer the more robust offering
for preferred local payment methods. Credit Card, Direct Carrier Billing,
E-Wallets, Bank Transfers, Cash at Retail, Vouchers, etc. Built and implemented in partnership
with 3rd-party provider Must be self-implemented
or built through direct partnerships
Take Rates or Costs $$$ – $$$$ $$$ – $$$$ $-$$$-$$$$$$
Monetization
Support Templatized Templatized Bespoke and Templatized options
available Coda: Custom Commerce (Bespoke
Web Store). Xsolla: Site Builder (Tem- platized) High Customization, High In-
vestment, Non Compliance or tax support
Publishing
& Marketing Support
App Store Discovery.
Customer data/relation-
ship owned by app store. App Store Discovery.
Customer data/relation-
ship owned by app store. **Localized Promotion and Marketing
Support, as well as Tax Compliance
and Regulation support, Payment
Channel Integration, and Fraud sup-
port (with certain partners, not all).
Customer Data/relationship largely
owned by 3rd Party Marketplace
Owner Commonly includes: Localized Promo-
tion and Marketing Support, as well
as Tax Compliance and Regulation
support, Payment Channel Integra-
tion, and Sometimes includes: Fraud
support handled by certain 3rd party
partners.
Customer Data/relationship owned by
1st Party (Publisher) *All expenses as well as Moni-
toring regulations, fraud, risk
as well as driving marketing
must be owned in house.
Customer Data/relationship
fully owned by 1st Party (Pub-
lisher)
Web Monetization
ship owned by app store.ship owned by app store.ship owned by app store.ship owned by app store.ship owned by app store.ship owned by app store.ship owned by app store.ship owned by app store.ship owned by app store.
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PUBLISHER CONSIDERATIONS: WHY EXPLORE OUT-OF-APP MONETIZATION?
Particularly in fast-growing markets like
Southeast Asia, Latin America, and MENA,
users are not adequately covered by
payment options available in primary app
stores. Publishers who don’t accommodate
these users by providing access to preferred
payments are reducing the total addressable
market of paying users and leaving money on
the table.
Globally, there are thousands of payment
providers or payment options beyond the
few that primary app stores accept. An
emerging market may be home to hundreds
of banks, local telcos, convenience stores,
e-wallets, and other local payment methods,
and payments collected through these
channels are also subject to local taxes. For
a publisher, building coverage of all these
options can be daunting, so a monetization
partnership is a way to expand access.
An out-of-app monetization partner will
have relationships in place with local payment providers and can streamline
payment integrations, validate, and secure
transactions, while keeping these activities
compliant with local finance laws. For
example, Coda reports aggregating over
300 preferred payment methods across the
markets it covers. Each of these represents
a pool of users who may otherwise have
limited access to purchase app content.
Monetization partners are often simply
associated with preferred local payments
methods, but certain providers do much
more than payments. A monetization
partner with a strong local expertise can be
an asset for player acquisition and strategy
in key markets. These local insights allow a
publisher to build promotions and marketing
strategies that effectively utilize preferred
local payment channels and networks.
As previously mentioned, increased insights
remains a top reason for building a stronger
out of app or direct-to-consumer strategy.
• A publisher who sees high downloads in a market, but lower-than-expected
conversions may be able to convert more paying players by developing a local
monetization strategy.
• Third party distribution will bring relationships with hundreds of third-party payment
providers, regulations, and even local social channels for messaging and marketing.
• Out-of-app monetization expands and localizes user acquisition and content
discovery. It also adds channels through which publishers can access better insights
into their customer base.
• Better ROI on web store monetization allows publishers to keep more of the value
generated by their apps and content in their ecosystem, which can be invested in
further developing their product and audience.
• A publisher at this phase will also consider if their content could be integrated into
an existing 3rd party web store or if they want to use a partner like Coda to build a
custom 1st party store.
A publisher who sees high downloads in a market, but lower-than-expected
conversions may be able to convert more paying players by developing a local
A publisher who sees high downloads in a market, but lower-than-expected A publisher who sees high downloads in a market, but lower-than-expected
conversions may be able to convert more paying players by developing a local conversions may be able to convert more paying players by developing a local conversions may be able to convert more paying players by developing a local
A publisher who sees high downloads in a market, but lower-than-expected A publisher who sees high downloads in a market, but lower-than-expected
conversions may be able to convert more paying players by developing a local conversions may be able to convert more paying players by developing a local conversions may be able to convert more paying players by developing a local
A publisher who sees high downloads in a market, but lower-than-expected
conversions may be able to convert more paying players by developing a local conversions may be able to convert more paying players by developing a local conversions may be able to convert more paying players by developing a local conversions may be able to convert more paying players by developing a local conversions may be able to convert more paying players by developing a local conversions may be able to convert more paying players by developing a local conversions may be able to convert more paying players by developing a local conversions may be able to convert more paying players by developing a local conversions may be able to convert more paying players by developing a local
A publisher who sees high downloads in a market, but lower-than-expected
conversions may be able to convert more paying players by developing a local
A publisher who sees high downloads in a market, but lower-than-expected
conversions may be able to convert more paying players by developing a local conversions may be able to convert more paying players by developing a local conversions may be able to convert more paying players by developing a local conversions may be able to convert more paying players by developing a local conversions may be able to convert more paying players by developing a local
discovery. It also adds channels through which publishers can access better insights discovery. It also adds channels through which publishers can access better insights discovery. It also adds channels through which publishers can access better insights
A publisher who sees high downloads in a market, but lower-than-expected
conversions may be able to convert more paying players by developing a local
Access for All: Expanding the Opportunity for Players and Developers Worldwide | Publisher Considerations: Why Explore Out-of-App Monetization?
Increased access to robust user data allows for better product customization, innovation,
and content personalization, enabling them to build deeper relationships and experiences.
Today users have many more avenues for content discovery. As we have seen in the world
of video and music, users are comfortable discovering content that appeals to them across
a growing number of platforms. This is the case for games as well, publishers who don’t
diversify content discovery and monetization outside their app and primary app stores,
are losing out to publishers who do. Monetization partners are a key to this, and enable
publishers to tap into localized avenues for content discovery and user acquisition.
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To effectively incorporate out-of-app
monetization, a publisher must develop
a strategy, which ranges from launching a
templatized web store to building a bespoke
direct-to-consumer strategy, or even
launching their own customized web store.
If a publisher simply wants to create better
access to preferred payments or quickly
enter a market, a templatized option
might be fine. However, simply launching
a web store usually isn’t enough to convert
users and drive discovery of out-of-app
monetization. Nor does every solution
offer the same coverage when it comes
to compliance, fraud, and other complex
financial factors.
To fully leverage and access the nearly
$1 billion dollar out-of-app monetization
market in Southeast Asia, a publisher also
needs to develop a strategy for onboarding
and engaging users. This kind of strategy
needs to be developed, keeping the local landscape for content discovery and
engagement in mind.
Engaging a monetization or direct-to-
consumer partner is like any relationship: it
takes time to develop, must be approached
with clear goals, and you get out what you
put in. A more comprehensive strategy
will include everything from pricing and
incentives for users, to local activations with
influencers or social media partners. The
more a publisher can tailor their strategy for
local markets the more ROI they can expect.
Access for All: Expanding the Opportunity for Players and Developers Worldwide | Publisher Considerations: Why Explore Out-of-App Monetization?
How are publishers making web stores work for them?
Publisher Considerations:
• Will you build your own distribution platform or are you interested in being
discovered alongside other apps?
• Do you need a templatized option, commit to building your web store in house, or
want a customized store front built with a partner?
• What do your local users want and will they discover payment options available
through a third-party platform?
• What will incentivize them to use it, can you integrate your web store strategy into
your larger promotions and monetization roadmap?
• Is app store ranking or app revenue the leading priority for this title at this phase in
its lifecycle?
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SOUTHEAST ASIA FOCUS
In 2023, the Southeast Asian games market generated $5.8 billion* in revenue, more than
five times its value when Niko Partners began covering gaming in the SEA Region in 2010.
This explosive growth means more gamers in the market but it also means more players are
not adequately covered by primary app distribution and payment methods. This year, there
are 286 million mobile gamers in SEA-6 and this number is expected to grow to 326 million
in 2027. However, outside of developed markets like Singapore and Malaysia, it is estimated
that between 40-50% of the adult population are unbanked. Bank-based payments such as
credit cards and debit cards are also among the lowest choices for games payments, with less
than 30% of gamers in Indonesia, The Philippines, Thailand, and Vietnam preferring these
methods for game payments, beyond primary credit and debit cards. Today we estimate that
there are over 100 payment methods and providers in the region. Publishers intent on finding
success here must be prepared to build these payment options into their funnel in addition
to compelling awareness and top of funnel marketing activities if they hope to convert local
gamers into paying users.
Homegrown players have learned this lesson early on, Singaporean developer, Garena,
has operated its first party web store for over a decade as a way to streamline access to its
content for users across Southeast Asia. Moonton, the publisher behind
Mobile Legends:
Bang Bang
, the most successful mobile game in the Southeast Asian market, has adopted a
similar strategy integrating web stores into its monetization model both in SEA and across
the globe.
Access for All: Expanding the Opportunity for Players and Developers Worldwide | Southeast Asia Focus
Southeast Asia’s Mobile Games Market
Web stores & alternative app stores share in 2022
$ 5.5 B
21 % 2022 SEA
total games revenue $ 3.6 B
$ 756 M
from web stores &alternative app stores
mobile games
revenue
This figure is based on Niko Partners’ 2023 Market Model for Southeast Asia. The countries included in this
model are Indonesia, Malaysia, The Philippines, Singapore, Thailand, and Vietnam.
*
2010 2023
$ 5.8 B
5x
increase
2027
$ 7.2 B
5.5 %
4-Year CAGR
2023-2027
286 M
2023
Gamers
326 M
2027
Gamers
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Over the last three years the strict
enforcement of walled garden ecosystems
by primary app store operators, including
steep take rates for in-app purchases, have
begun to draw more regulatory attention.
What was historically an accepted cost
of doing business for app developers
and publishers, has now become a wider
debate with regulators taking more interest
in enabling fair competition and pricing
around app-monetization. As of 2023,
regulatory tailwinds are making it easier for
publishers to explore monetization models
that provide their users payment channels
outside of apps.Below are just a handful of cases that
demonstrate these developments.
Publishers want more freedom to provide
out-of-app payment and distribution
options and regulators want to ensure
fair competition in digital marketplaces.
We expect this environment will continue
to become more favorable for out-of-app
monetization as take rates and walled
gardens receive more attention from
regulators.
5
REGULATORY MOMENTUM
FAVORS OUT-OF-APP MONETIZATION Market
Development
UK
In 2022, Google agreed to allow publishers to link to out-of app web stores in hopes of avoiding regulatory intervention. This would suggest primary app stores are
reluctant to attract scrutiny from regulators, and are willing to make concessions to avoid additional oversight.
Korea
In 2022, Korea adopted legislation that prevents app store operators from forcing developers to use their in-app payments systems. The legislation requires app
store operators to allow developers to link and sell content through out-of-app
payment channels. In response Apple began to allow developers to use out-of-app
monetization channels. Google Play Store, did not change its policy to allow out-of- app monetization and in 2023 was fined 42.1 billion won ($31.4 million) by Korea’s Fair Trade Commission.
Japan
In 2023, regulators in Japan announced plans to rule that Apple and Google must offer alternatives to their proprietary payment systems. This legislation is still developing, but may have serious implications for Apple and Google in these markets.
EU
In 2022, the EU’s Digital Markets Act came into effect. The act is expected to
force Apple to allow sideloading (downloading apps outside of its App Store). In 2023 Setapp announced plans to launch in the EU and provide alternative app distribution through its subscription service.
Access for All: Expanding the Opportunity for Players and Developers Worldwide | Regulatory Momentum Favors Out-of-App Monetization
Regulations Affecting App Distribution and Payments
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CASE STUDY
Access for All: Expanding the Opportunity for Players and Developers Worldwide | Case Study
While out-of-app monetization may sound
daunting to publishers who have not taken
this route, more and more major publishers
are expanding their monetization strategy
to include web stores. Moonton, operators
of
Mobile Legends: Bang Bang (MLBB) ,
the most popular game in Southeast
Asia, have long worked with Coda to
finetune their monetization strategy in the
region. Recently, Coda and Moonton have
collaborated on a promotion that integrates
one of the Philippines’ leading e-wallet and
payment platforms, Maya. The partnership
demonstrates the type of strategic and
localized approach that is made possible
through a partner like Coda.
In a market like the Philippines, where 44%
of the population is unbanked, providing
access to game content through local forms market and to do so in a way that still made
dollars (Pesos) and sense.
This particular partnership between
Moonton, Coda, and Maya is great for
Mobile
Legends: Bang Bang
and its players. Moonton
is able to get some expert help navigating the
complex payment landscape in southeast
Asia from a partner that understands the
nuances of the local market, while passing
some of the value generated by growing
their footprint in the Philippines back to
their players. Moonton, Coda, and Maya offer
players a 5% bonus on in-game currencies
purchased through Coda’s webstore
(Codashop), which also helps to convert free-
to-play users to paying players.
This case demonstrates several ways
publishers and web stores can build a partnership. First, the partnership
establishes a value proposition: users who
make payments through the promotion get
better value on their purchases. Next, the
partnership leverages Codashop,
MLBB ’s
marketing resources, as well as additional
social media marketing resources to
publicize the event. Maya also leverages
its own marketing channels to extend
awareness about the promotion.
This system works because Moonton builds
trust in the offering by communicating the
opportunity and value to their established
users. Meanwhile, Coda builds awareness
for the partnership through Codashop, with
banners, notifications, and social activations,
bringing
MLBB players and even non-players
on Coda information about the promotion.
Meanwhile Maya does the same on their
platform.
of payment is essential. According to Niko’s
research, credit and debit cards are only
the 4th most popular payment method
for gamers in the Philippines, behind
e-wallets, carrier billing, and web stores or
game vouchers. Working with Coda allows
Moonton to reach gamers who prefer making
payments with locally popular methods, like
their Maya e-wallet.
For Moonton, the partnership with Coda
constitutes a deeply localized monetization
initiative. According to Niko Partner’s
research, there are at least 9 e-wallet services
that are popular in the Philippines. In our
2023 gamer survey, Maya was the third most
popular e-wallet among mobile gamers, with
a fifth of respondents using the payment
method. This means, though Coda Moonton
was able to target a niche segment of the
12

Access for All: Expanding the Opportunity for Players and Developers Worldwide | Case Study
beforeafter
+133 %
beforeafter
+167 %
DURING 4-DAY-PROMOTION
PARTIES INVOLVED
daily purchases daily transactions
MARKETING CHANNELS
WEB PUSH
MARKETING CHANNELSMARKETING CHANNELS
Access for All: Expanding the Opportunity for Players and Developers Worldwide | 13

Access for All: Expanding the Opportunity for Players and Developers Worldwide | Case Study
The result is a coordinated marketing
campaign that results in thousands of
transactions and bonuses passed on to
players. It’s a Win-Win-Win. According to
Coda’s data, daily purchase volumes over
the 4-day event increased 133% while daily
transaction volumes over Coda through Maya
rose by 167%. Maya sees its market share
improve among other payment options,
Coda converts more players to it’s platform,
players’ dollars go further, all while Moonton
expands the reach and accessibility of their
leading title.This type of partnership demonstrates the
value of exploring out-of-app monetization
in key markets. Coda and Maya’s work with
Moonton is particularly effective because
preferred payments in the Philippines
include telcos, retail, game vouchers, and
e-wallets, all of which can be engaged in
marketing activities. An out-of-primary-app
monetization partner like Coda may also be
able to engage other marketing channels
leveraging local expertise including affiliates,
influencers, player communities and more.
The first step is building a relationship with
this kind of provider.
Access for All: Expanding the Opportunity for Players and Developers Worldwide |
What goes into building an out-of-app monetization strategy?
• Value Proposition for Users: Discounts, Bonuses, In-Game Codes, Cashback,
Unique Items, Payment Channel Cashback, Promo Codes, and more
• Marketing the partnership
> Publisher marketing to build trust and awareness for the web store and
value to users
> Web store marketing to extend awareness, facilitate new user acquisition
and conversion
> Payment channel marketing building local, in region awareness of out-of-
app monetization opportunities
> Additional marketing activities including utilizing affiliates and influencers,
local player communities, and events
Building a successful campaign to convert users to a web store is the key to
unlocking the value of out-of-app monetization.
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research@nikopartners.com
Leveraging unmatched local expertise with a global perspective,
Niko Partners delivers the most in-depth video game market
intelligence for Asia and MENA, the world’s fastest-growing
regions. With our deeper understanding of these complex markets,
game developers, publishers, investors, and suppliers can make
smarter business decisions with the utmost confidence.
ABOUT NIKO