Liftoff(Vungle)Can You Unlock More and Spend Less by Going Around the App Stores?
The rise of external web stores in mobile apps, especially games, allows publishers to avoid Google Play and App Store's 30% transaction fees by redirecting users to their own websites for in-app purchases. This trend originated from Epic Games' 2020 move with Fortnite, leading to lawsuits and a court ruling allowing apps to link to external stores. Key considerations include offering exclusive deals to entice users, having resources to host a web store, and navigating visibility restrictions.
While subscription services currently can't use this model (except reader apps), the trend faces uncertainty as Apple appeals the ruling and EU regulations may introduce new commission structures.
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AppsFlyerThe Signal Economy Goes Live: Takeaways from MAU Vegas 2026
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