Mobile & F2P | Michal Korek | How We Achieved 70% Store Share | Digital Dragons 2026

Hi everyone, how's it going? Um, so how we achieved high storare? [snorts] Uh, I want to um say a few things and show you a few data how we improve the store share for one of my clients and by the end share a playbook uh on how you can do it as well. Um so we have heard or had a a problem in our uh industry that most that we had to give away a lot of our revenue to the platforms to the Apple and Google right but in last years with the D2C we decreased that by a lot and this gap is a whole opportunity uh for you and for us um to grow the revenue. So in this uh talk I want to show you how we moved most of our revenue to process with the provider fees not with the platform fees. Uh quickly about myself my name is Mihao. I work most of my life in mobile gaming

across these areas and all these years I work on dozen of games with hundreds of millions of installations and over one billion dollars in revenue. Here are some games and the companies I worked for or with. Um, and now I help mobile studios grow their revenue and scale products through advisory. I'm working as an executive adviser at Reququit and Gamester as well. I own a small studio uh but nothing here yet. So ask me next year uh if we have some games there. And also I'm speaking a lot at the industry events and share um on LinkedIn a lot of data insights in collaboration with AppMagic. And although I speak a lot at the conferences, I'm a stutterer. So sorry if we encounter any of those awkward moments. But now let's move on uh to the D2C. So uh raise your hand if you know what is D2C for mobile games. I know you know. Okay. So less than half

of you know what is D2C. Uh great. I expected a little bit more of you to know about the D2C. But uh let's then quickly um say what is D2C? So it's basically a web store that um you have for your mobile game and you you sign the provider. There are many of them like solar, upcharge, neon, akanim etc. They differ by the fees and some other things that I talk for another time. If you are thinking about the provider, just let me know later on. But basically you create your web store then you have the provider for the payments that they process from five to eight% of the fees and your players can buy things on the web instead uh of in your game. Right? So there are two ways to build it. Uh the third is you can build it on your own but you have to have your team front back end and our team. Um the thing is that this gives you a control if you want to ship anything you can ship it as fast as possible. If anything happens, you can have the things ready for the

next days or weeks, right? The other way around is using um ready solution by solar apparium whatever. Um the benefit of it, you can have it faster probably within one month of development. You can have ready web store for your mobile game and start saving on fees. Uh the con of it is that um if you want to change anything with with the web store you have to wait ages for uh anything that they will change on the web store and also your web store looks like any other web store of mobile games. So you cannot achieve as high results as as you would like to have but it gives you immediate results. So how we got here uh it all started in 2020 with war epic versus Apple and then after one year we had some first rulings and then in 2022 to 2024 we had an EU digital marketing act uh started and you

know it all like let's say like evolves right now uh then in 2025 last year we had a inflection point everything changed last year uh because all major companies moved to the D2C because our um because the US ruling uh said that we have to be open for anything in US. So from last year let's say middle of the year on both iOS and Google play we can say about we can say about the web store in our game because previously in our before years before 20 25 we couldn't say that we have web store in game we could do it on Facebook on discord but not in the game and that you know it's a new opening for for uh moving our users to the store. So last quarter Google Play acted on DMA. Um so it's hard to say what will happen in the next months and years but all companies invest in the

D2C right now. So so they are prepared for the next months to be ready what will happen. So we are here uh now where the D2C is basically a standard. It's not an experiment anymore. So it's not a question if you should have the D2C but how well you you will do it. Um, so most companies do it wrong, I think, because they think that D2C is just um a checkout page. So basically they build the store, they plug in, you know, Stripe or Sola, they have the same offers as in-game. Uh, they push the banner once, maybe twice, uh, they look just for the revenue from the store and, you know, they have some store share, right? Um [snorts] but I think in 2026 the D2C is basically uh thinking about your web store as your as a life product. So you work it so you work on it oops as on a live product. So you have the road map backlog you track the more more metrics than just the revenue you check the conversion from the from the um game to the web store from web

store to the basket from basket to the payment etc etc. And as in life mobile game, you look for the point that you can optimize, not just have the revenue, the same offer and that's it, right? Uh but besides that, you create some own uh own economy, some make new offers uh and also communicate about um the D2C in game often and that's your growth lever because your game is main acquisition source. um of course do live ops events AB test and iterate on your store and I will show you how we did that to achieve the store share and that's how you scale um the revenue of D2C to more than half and you know I've worked with few companies on D2C also talked um at the GDC this year with uh owners of D2C from Marvel Snap Zinga etc. I can confidently say that the good benchmark of successful web store is half of the revenue for uh for web store f for game where uh a lot

of your revenue comes from big spenders. If it is a casual game, it's a little bit less but more or less it is half of the revenue is a success. So um today case study will be based on client game uh which is owner of those three games. They approached me last year to work on the D2C. Um so I want to share with you the data and what we did. So L came uh to see this chart basically. Uh so so you can see that for many months uh for the whole last year uh we we were stuck around a 30% and we move it to a 70% after the last changes on the store um in the last year. So I want to go through it what we did, how it worked and how it uplift our store. So I would divide you know all those months for two phases. First phase was to rework the store right so to rework the product I mean UXUI offers

communication and that moved uh the store share to half of the revenue and the second phase is acting as a live product. So this is the statement I said on the on the very beginning. Think about your D2C as as on a life ops product, right? Think about uh about your D2C not just the store where you buy something but as a product and that's how we moved to a 70% store share. So let's start with the phase one. What we did is we reward UXUI loyalty program new economy. We changed the in-game communication and created auto login and new offers. So it all started with the main page. Uh that's how it used to look like. So uh the game sure had one store for um all the games, right? Uh and then you have a specific um store for the game itself. So you can see we had a um you know um banner with many offers that you can scroll. Then below that you you see a button that you

can go directly to the game store. And below that you see some offers. But you know the um the the offer on the right is from one game on the left is from uh another game. So it's like so messy for user like what's happening here right? So I was like let's check the data what happens there where where your user goes. So actually what um what we uh found out is that most of our users don't even go to the main page. They go directly to the um um store for the games itself. But then the question is okay but if they go to the main page then what happens with them? They buy the offers they go to the store. So actually uh almost all of them go directly uh to the um store for the game itself. So there there's no revenue from uh from those offers that you can see on the left side. So we like okay so let's remove those offers right because we have no revenue there. Uh so let's remove the friction and let's move those users as quickly as

possible to the game uh store itself so they can you know look through the offers. Uh the next point is uh the first impression and I think this is so important because the first impression you can do only once right and um if you if you start your web store um and you and and you make your users go out of the game to the web store and they are not satisfied with the web store it's so hard for making them come back to the web store after you change something in two months. So we had a stat a static flat layout back in the time. You can see on the left side you know pretty a lot of our space uh took the banner that give you no value no information about values about the store about what why you should buy here. Um then we have some information about free ammo and some information about your account, right? So not much there. But what we changed is we show the loyalty program

in front um and in on on the top of the store. So you can see the loyalty program. If you are not logged in, you see login to join the loyalty program. If you are logged in, you have shop to join the higher leagues. You see immediate um rewards. Also, the first reward is is always the unique skin that you can only get from the web store. At the same time, you see the store specials. So, there's a section that says, "Okay, we have unique offers in here that are not in the game." If you scroll just a a little bit more, then you would see that the value that the discount for this offer is so good that the user will think we don't have such good offers in game, right? So, I have to buy that. On top of that, there is this free button that points you uh to the very bottom. So, we moved the free ammo to the very bottom. So, users have to scroll through the offers to the special unique offers on the store. Um, so look at how many informations we could stick um in this first impression in the in the one screen versus this

screen, right? So many informations. So, speaking about loyalty program, uh actually we had a loyalty program before. That's shocking for me as well. Uh so that's a loyalty currency and how you get it you buy some offers you get the uh currency but also you can spend this currency on buying this offer as well. It's confusing I know it's um it's it's it's the way it was designed. Um so also the calculation of it it was you have to buy this offer for $100 multiple times in order to get a return right. So it's not like you know every time you have a benefit of using the store but you know buying let's say multiple times the 100 offers it could be a month it could be a few weeks uh so you have the benefits every few weeks uh but that's just the loyalty currency the loyalty program was here and look for that see more here we have the

loyalty program uh so users have to look for the button that says see more nothing about the loyalty program and actually we had the leaks before we had the silver gold and diamond league there, right? Uh but also there's no information about how you go to these leaks, how you achieve the higher league, what you will get from it. You you have it you will have to up to 200% of the G-coins. uh but it's up to it's not exactly the number also there there's an information if there is no activity you will be moved down but what's the window like is it one week no activity one month what's happening here right so the user who spends thousands of dollars monthly don't know nothing about what's happening here on the store why they have sometimes higher benefits on the currency etc so first of all most importantly we show this in front of your place on the very top of the store. You always the f the first thing you do if you go to the web store you see the loyalty leaks here. So we have the leaks. We previously had the

silver, gold and diamond. We improve it. We have right now eight leagues. So if you level up to the next league to the silver then it moves right. So you can also go through the leaks and you can see how many of gifts you will have um in the milestones of the leaks. You also see um directly what what you will get and how many points you need in order to get the reward and on every offer as here you can see the store bonus and this is the same as you will get here. Um the next important thing is that you know even spending $1 will give you immediately the unique skin. So the first reward uh the the sword on the left side uh it will be given to you after spending $1 and the starter pack is for $1. So you already see that okay I have better value than in game uh for the for um the amount of things that will be in the offer and on top of that I have benefits of using the store immediately with the first buying

instead of waiting you know many times buying the $100 price point. So we we talked that you know it was hard to calculate uh but the thing is uh the gift was let's say each $200. So I said you would have to buy multiple times this offer. But even if you buy smaller offers you would have to spend around $200 to get the first benefit, the first gift. So you could buy hard currency or some other special offers with the Gcoins. Um so that's a lot of spending, right? Um and we changes that as said on uh the slides before after spending $1, you see that you will get this offer immediately and then it moves right. So most I think the like most of the rewards would be uh each $10 to $20 on the highest on the highest leaks where we have only the highest spenders will have gift each

$50. So what we wanted to achieve is basically with each spending with each time users wants to buy anything on the store he will feel and have the benefit of using the store like okay that's why I use the store that's why uh I move outside the app I pay on the store just to have those benefits those progress etc. So one thing I advise all of you who think about the D2C avoid price discount. Um it's so hard to if you implement the price discount. It's very hard to uh go back from this. Uh but that's possible. I did it for with a few companies and that's possible but you know it recovers a lot like creating a lot of chaos around economy. So they don't know that oh price discount did this appeared. Uh but if you are thinking about implementing it, I would say you are losing on fees. Why is that?

Because your users who go to the store are your spenders and your spender is ready to spend the hundred bucks on the offer in your store, right? Because they would the other way around they would buy it for 100 bucks still in game. So they can buy it on the store as well. So what do we do? You add more value to the offers, right? So here we have a battle pass. We have a store bonus. The left coins are the loyalty program coins. On the right side, you see the the hard currency that is given to you. Uh so this is a 10% value bonus instead of the price discount. So you save on the fees, right? Because we talked at the very beginning that with the web store and the providers, you save around 20 to 25% on the fees. I I'd like to say on average it is 24 uh percent on fees. So 10 of them you lose if you do the price discount. Uh and I checked it in few few D2C stores with few of the companies and uh it's better to give the value uh

because the users are willing uh reardless to buy anything on your web store. So if you have everything done in a great way, you have great loy lo loyalty program, uh you have uh great offers, economy, everything greatly done, if you don't have exposure for your web store, your web store doesn't work because no one knows that it is so good, right? So that's what I think that the in-game communication is so important. So previously we had communication like uh from time to time we post on Facebook and discord information that we have a web store. Those users went to the web store and they see this uh and there's no information in the game. So we changed that of course. Um, so we added a banner to the store with information about what kind of benefits

you have from using the store that of course you know get more from the game store. It is better and you have the button so you can open directly uh the the web store and also we added a pop-up. So after reworking all the uh things before we we um show on the slides we named it huge store upgrade with you know the loyalty program and new offers etc. And again button go with a call to action to go to the store. And what is very important here we we added instant login. So those buttons are deep link. So they instantly login you to the web store. So you don't have to come there as on the left side and you don't have to put your email password go through the friction because I'll check the data uh a lot of users drop out when they go to the web store they want to buy they want to see things but they have to put email put password or go to the app to verify the account whatever it takes time they don't care about that because they don't see the value in it

and they spend the time and the time is money so what we do is we have the deep link it automatically login you to the web store and you can go and pay and and you know see the offer so there's no friction whatsoever. Um so we didn't get it on the first try and you have to iterate of course as everyone I just want to show you that uh you know I believe in making bigger changes at once because users perceive it greatly if you bundle things. Uh but you have to iterate right and we changed along the way many things. The loyalty program we released then there was a confusion on the rewards how you get the rewards you claimed it or or it is like they claim automatically. So you you you have to iterate and yeah this is the phase one and this is how we achieve the half revenue uh going through the web store.

So you see there's a phase two right uh what happens in 2026 actually I say the phase two is from the Christmas around that uh because live ops events right so it makes sense to go with live ops on the store as well um so phase two what we what um we did is we run it like a product uh so we improve the exposure on the web store we have more uh communication in game we changed the offer architecture uh with more price points and limits and I would say all the from one to four points uh it's all basically a shift in the behavior and that's I think most important one and I will show you why so do you remember the pop-up with the store right about the new web store the loyalty leaks etc so we had it you know every every few weeks few days I'm sorry and uh what we changed is that we have right now popup with an offer that is visible um in game

but it's possible to buy only in the store. So we basically in our game directly show you price offer um with information what uh it it has and this is you know the best offer that you will ever have. It is let's say like twice better uh than than in-game other offers and again deep link to immediately login to your web store. Uh in terms of the how often we have it, we have it twice a week. Uh different offers each time of course. Um and uh if we have events then we have it three times a week. Uh right now we are experimenting with daily offers. So uh maybe in few months I will give you an update. Um so AB tests I said you have to AB test right to to achieve the highest. So we we AB test as well. So we have the store button right uh in the store that was on the very top with the information. So we were like okay how how many more buttons you can have in game and what are the places you can

move your users from the game where they spend the time in game. So we made an experiment uh with store only as in the control light but then in store plus settings main menu store plus main menu and store plus the settings. Uh, guess who is the winner? Anyone? A, B, C, or maybe control. What was that? A close. Uh, it's B. Um, and that's how it looks like. So, here you have the button on the main menu. Uh, you know, in front where you start the matches and you see other offers, missions, you see the ses, there's a big, uh, button with game store, better deals, right? and you can all the time use it. It login you instantly. So right now the behavior change that users are not quitting the game, opening the browser, the Safari or whatever, go to the store.game or whatever. No, they always go from the

bottom, right? I mean not always, but it's improving. And how it's improving? Uh that's how it's improving. Uh so we started um intensifying the banners and the pop-ups and the buttons uh around that time and you can see how it uh grew and with time it is taking more and more of a traffic that users are um entering the game from that. So that gives us additional exposure and additional users uh in our web store offer architecture. This is the most confusing and so hard to explain here at the talk but I will try. So uh we have events in game and we have every month we have two events that lasts let's say one and like one to one and a half weeks and those events contain offer blocks that are let's say like two days or three days or one day right so most of our revenue is from the event

offers so we did something very risky uh but it was a calculated risk I'd say uh so we removed $150 price point from the game practically. I mean from time to time we still have it, right? So if you have event and most of our revenue is uh from event offers half of the uh times that we have offers 50 and $100 are not there. Once they are once not but in the store we have every price point. So if we have events in game we have just three offers let's say 10 20 and 100 10 20 and 50 but in store we have all the offers and on top of that we added higher price points which is $500 and $250 uh of course for our ways who uh who would love um so so yeah um if you think about as a user how much money I have for spending let's say it's unlimited money or let's say it's a huge huge amount of money right as a big spender as a big whale uh if I want to spend

let's say $2,000 of dollars in a weekend as a whale um most of that money I can spend only on the web store not in game so we are basically moving all the offers to the web store so if you want to buy something of course it will be in the web store and that's a common practice that with each price point I mean the higher price points the better benefit because you are spending more so of course you know the calculation for 500 is much better for 100 so of course you want to have the 500 and the 500 is only in the store even right now the 100 is in the store so that was you know I don't recommend doing that at once uh like no next week uh but you have boil the frog right I don't know if you if you uh know the strategy of boiling the frog but it means if you put the frog into the boiling water it will jump out immediately nothing happen but if you put it into hot water and slowly increase the temperature of the boiling

water uh you will cook the frock basically and that's what do you do with the with the offers with your users in monetization you slowly change their patterns you slowly okay here one more offer here my one more limit uh you change maybe a little bit in the communication you change something in the events of the economy and that's how you change the whole pattern and our users change whole pattern that you know most of the revenue is on the store and it was slowly monthly happening not advance that hey now there's big offers in store and then we go oh I don't want to right so yeah um offer architecture and this go this goes deeper um so one thing I want to mention here as well is we experimented highly with the with the limits of the offers so no mostly uh we had limit one or two so if I want to buy 20 bucks offer I could buy twice in one offer block in the event so we were like okay what happens if we get five or maybe a 10 like where's the limit? Where's the limit of the limit? Right?

Um so let's see that um on Black Friday we introduced the $500 price points and you can see 5% of the revenue. So uh that's when we started and you can see almost half of the revenues going from the price points 50 and 100, right? Um so then it skyrocket in Christmas. We had 20% of the revenue share for $250 and $500. Um and then it decreased in Easter. So uh soon enough, right? But is it actually no? Uh so here's the revenue by price point. This is more um re relevant data to to to check. So the revenue from the $500 and from 250 is the same. So why this is lower from uh the percentage points is because we increase the limits on the 10 and $20 price points and we you know multiply by few times by few the revenue from small price points.

So basically on the left side right if you check the black Friday Christmas and Easter we started with um price points let's say black Friday like before the black Friday from $1 to uh 200 then on Black Friday we were like okay what's the limit 250 500 okay it it works then we improved the limits of the 500 that's the Christmas because on black Friday the limit for 500 was one on Christmas uh user can buy 500 few times uh then we saw we are stuck. So we are okay what are the limits for other price points and we slowly increase that as well for for any questions on how this influences the economy the in-n-outs in the economy right if you are selling more than what happens in the economy uh this is a social casino PVP wars game uh so it's let's say if you fight with someone you can easily spend all your resources it's not like you know um a linear progression game where it's much more

difficult to to work with um so in the economy everything uh was spent by those users. So we so we increased uh number of offers, discounts, um limits, bigger price points with better bonuses and values and um they all spent what they have from the economy, right? So improve the revenue, improve the RPU, improve our metrics at the same time users just uh spend more uh money and also spend more of the resources in game. So the fights are bigger or longer are better. Um so it's not the pricing and not not just the limits, right? Because my my my first thought, my first idea was I want to change the behavior. How do I do that? So guilds, clans, top spenders, they all want to win in the PVP social casino game. Um, and you win by having, you know, the most resources to spend on a fight or on a weekly uh

tournament or whatever, right? So, I was like, okay, let's let's make that the math point to the store. If you want to win, basically, I wanted to create that if you if you have two spenders, one spends only in store and other one spends only in game, I want always the one who spends in store win with the one who spends only in game. Always. If you spend half of the revenue in-game store, maybe sometimes you win as well because okay, that's the benefit, right? But if someone spends let's say more than 80% of the um money in web store, he will always win with someone who is spending only in game. So that's basically shift uh the behavior and shift the pattern um and it works. So phase one to phase two some data um rpu improved by 60%. um from the Black Friday to Easter event

uh because of the uh because of the price point, because of the limits, because of the discounts. Store share you you already see before uh we almost doubled the high payers which is $200 in our case. Uh almost doubled that in between the events and also we increased a uh uh number of offers by a lot. If you think about you know this is just a few month span uh then that's a lot of more offers. So also we don't want to make users angry with us like hey you now care only about the offers and you squeeze from us boiling the frog once again right um and the purchases skyrocket and I know this numbers looks too good to be real from the the last two uh but it's because of the limits right so we started with limit one and limit two so if we increase it to limit five and limit 10 the amount of purchases made by user increased by a lot because big spenders were capped at limit one because they buy the offer then wait for the next offer the next day. So we increase the limits and they keep spending and keep spending.

I want to test right now you know another limits uh but hope to to give you some insights in next months. I have some crazy ideas to to to do with the users. Um so yeah that's uh that's how we got here right to 70% store share. Um here's the catch. This is 70% for the uh for a portfolio of games for the free games. The highest game is almost 80%. uh the lowest game is like 65%. So on average if you take revenue from those three games um the 71 uh% in April we we hit in May will be a little bit uh more already uh and the highest is a slash and roll game which has 78% uh structure in April. Uh I think this is uh highest result in Poland. Uh as as I know from all the companies um so this is some crazy result if you think about how you can shift the behavior and how you can improve the

revenue by that. Um so playbook for you who wants to do the D2C uh and scale it for more than half of the revenue because 20% is baseline right you have it after first month um a few rules I would say run D2C as a product right uh iterate have live ops AB test check the data not just the store share right check the conversions there are many things on the provider side as well so the Check out how you convert in specific countries. How many of uh the payment methods you have, how many of local currencies do you have? Like in Poland, do you have Blick? Right? Most of us use use Blick here in Poland. Some providers don't have it. Maybe they have it, but this is not the first option. So there are so many, you know, points for optimization. Um so run the D2C as you would run the product, as you would run the mobile game. Um, your game is the acquisition

channel, right? So, use the in-game popups, in-game banners. You can do it right now in US with other countries, it's you cannot do it officially, right? Um, architecture beats discounts, right? Because if you give this discount 10 20%, maybe more, maybe less, whatever, it's just a discount one time. Okay? If I want to buy something, it will be better there. But if you shift the behavior, if you shift the uh motivation that if I want to really win the tournament that the yield from the tournament will be I will get you know a lot of resources worth a lot of money then for sure is better for me to to spend this money on the D2C and that's how I get the um let's say a payback right from the in-game uh events etc. So if you shift the behavior, you shift the pattern and the motivation, the money uh will be there with you as well. Uh for us limits are the hidden lever.

Uh it is different in different products. So of course it differs uh but I would uh suggest uh just do the test. Let's say like limit five, limit 10, maybe no limit, right? Uh that's sketchy in terms of economy because you then users can abuse that. So I would uh look for the no limit at all but yeah do do some AB tests and and check the economy and you can by the price point and by the limits you can you can really improve your revenue. Um last but not least probably most important one uh DTC is a behavioral shift because most companies think we will save money on fees right with the D2C you will save 20 24% of fees. No, I mean yes, but on top of that, you will also improve the RPU and LTV because you have higher price points. You can do some other things there, right? So what I see after working on a few web stores with few companies in different genres is that RPU of your users will as well

improve and there is higher RPU in store if you compare the same like the users the spenders in game and in store in store there's higher RPU because there are better benefits the higher price points right so DTC is not only for saving fees it started as a tool for saving fees right now we still save on fees um but also it gives us plenty of opportunities to improve the LTV to improve the RPU and who knows what will happen in the future right so if you want to stay with uh with me in touch uh here's my LinkedIn um and if you have any questions feel free to DM me I will be here as well or we can go right now to the questions thank you [applause]
all right thank you so much Miho for your lecture right now we have still a lot of time left so We can kick off of a Q&A session. If you guys have any questions, please raise your hand and I will come up to you with a microphone.

We have first one, second. Nice.
Okay, I'll just um Okay. Okay. Um so, you know, there are games that has audience 40 plus. Let's say it like that. And uh there are a lot of people who have I would say over estimated scam awareness. And uh there are many people who like many players who simply do not trust uh to go outside the game to some other store uh to pay some random page money. Right. Uh and is there anything that can be done from our side or it's solely like upcharge exo problem?
Um it's also our problem. If we leave the money on the table and users are not going to the web store then I would say that's our problem as well. Solas app

charge as well right. So um first thing I would say that the that's another reason why you should implement the instant login and the deep link button because if users see this button and the popup uh in game and it opens directly the web store that they know that it's not a scam because the other way around they have to go to the um Safari or the Chrome or whatever look for your store they click on it is it the right store maybe that's not that maybe that's a scam etc right but if you have a deep link in your game then they know that's directly that's that's the store and that's the safe store right so that's uh one thing that you can do and also that improves your amount of users moving from um in game to the web store um another thing is that the awareness of users right so the more you shift the behaviors we talked about before uh the more people on the clan chats on the discord channels whatever will be saying like yeah buy this on the store yeah I I buy this on the store I have this special skin from the store So basically

how you um how you remove the thought on is it a scam is it worth it is with motivating them enough to do it. So B, so basically you create a pattern where where it is like um no no brainer to buy something on the store that I'm not even thinking that much about is it you know this store or not store you know I'm logged in from in-game I see so many more hard currencies and skins and and and what's happening here like that's crazy that okay I'm I'm not thinking I I want to have that right I don't want to think about other things so you create um such a big uh motivator um that users are more thinking about the benefits and you know thinking how the game will uh will be um like more pleasure from the game with those benefits at the same time you move them from the game itself so it's safer and they know this is official link from the game
okay thank you

also one one note um more than half users um in the games I show you were over 40 years Thank you for the question.
Hello. Thank you very much. It was uh really interesting and useful. Um I want to ask you about um how it will be easy to provide this system because um the main my scare at uh what was uh told from app store or Google store sites. Have you met any resistance?
Yeah. um [laughter] resistance from Apple and Google just um raises right so quickly to do you see that wait a second quickly to maybe this

slide oh yeah so the resistance was in 2020 uh oh not this one no one could have uh external linking etc etc right it all started here then we had the digital marketing ad so in 2025 5 um Apple and Google uh lost their war in the court. So um court in US appealed that in US uh you have to be open for external linking. So you can basically show in-game uh any informations about the store. You can go with deep links we can you can go buttons you can name that you have more revenue more benefits whatever you can market as as you want. Um in other countries than US you cannot do it. Um and Google play uh acted on DM on DMA last quarter and here is the [sighs] um push back from the Google. So they

said that probably from September I mean it's still in discussing right in like around the September we will launch the changes on the DMA. So what they said is if you consume uh the I app or whatever you bought you consume in our game on the Google play then you have to um make the fees for us as well. So doesn't matter you buy it on the web store or whatever else how you got it. If you consume it in our store you have to still pay the fees the 20% of the fees the new fees. Um but it's it's it's shady and we don't know still if uh court will approve that because that's kind of again monopoly practice and it all started because Apple and Google were uh monopoly and not um not making the possibility for the companies to implement the external web stores. So we don't know uh right for the Google Play what will happen in September. waiting for uh the updates on the Apple side.

No changes uh for now. Who knows what will happen. Uh the thing is that courts want to game developers earn externally and be able to have the web store or other solutions to not have the monopoly. That's one thing. Another thing, Apple and Google losing tons of money, right? If you check uh top 100 grossing games, most of them have most of the revenue already on the D2C store. That's a lot of money. If you think about the total revenue I I made on LinkedIn some sumari for Q1 um 15 I think around that around 15% of the revenue for whole mobile for whole mobile gaming is from top five of the companies that's crazy if you think on the top what is happening right so uh and those companies have most of the revenue on the TTC already so Apple and Google think all the time there are thousands of people who you know right now think how they can stop us so uh it's hard to say what will the push back um it's not confirmed just a

thought observation uh organic installations can be lower right if you are scaling uh highly the D2C not saying I saw that in any company not saying that's uh no that I have a proof uh but maybe the repercussion in the future will be that the organic will be lower um and maybe you know the store futuring will be will be harder. That kind of things can happen probably uh in the future. But I would say right now, you know, I would go to to the web store, make the web store, start moving the users outside the web store. So later on they are our organic users who who went to the D2C when there were no new regulations because Apple thinks about uh no sorry not Apple but Google thinks about um the 24 hours window from the September that if you come from uh from the um Google play then you are our user I mean you you moved from you are not

organic user so if you are moving your users right now um it can be easier for you in the future right But it's it's it's it's a broad topic. Probably we could have a panel about that. What are the repercussions and uh the push backs uh from Apple and Google site. But so far I'm doing this for a few companies. It's worth it. Hello. Thanks for the great presentation and uh you know the the actionable points you have in here and and the data that that you were able to share. Really awesome stuff. I have a couple of questions about the uh league system that you have on your D2C platform. Um is that something that players are competing with other players to get a certain spot in League or that's just a solo experience? And uh how often does that reset? Does it have like a reset

time? And also what do you estimate the impact of that leak system is? Did you get to AB test it? And uh and what is that doing for your your D2C numbers?
Uh thank you. So many good questions. So um one by one uh it's lifetime leak system. It's not no resets. So to go to the highest leak it is like 100k of dollars uh like around that. Um so we have on uh we we we happened to have last last month the first user who reached the league and we are thinking well um but this this is no reset you get you know the unique skins like you are a diamond uh league user etc. So they they they um what they do in game they they show off how know h how much they spend basically but there's no competing um directly right but they show off like hey I'm the diamond user I'm other user right um but we are adding right now we are in the process

of development of adding additional leagues that will be not leagues but will be seasonal paths um it's something that Marvel uh snap um have and we will be adding that probably next month. Um, so I want to and this will be for just for the month. Yeah. And then we'll be resetting. So it will be another layer of motivation for pushing spenders further in spending on the store. Um, so that was a question about the time question about the competing. Last question was about AB test. AB test. No AB test. Uh, for this one I'm huge fan of AB testing. I love AB testing but uh I cannot imagine of half users having the loyalty program with so many benefits and skins and additional frames on the avatar etc. Imagine half of them half of big spenders have it then you go to the game if you don't if you are not in this AB test I mean you are in a control group and you see this skins

this frames these additional values you know probably um the bias would be uh would be higher from analyzing the statistical significance because those users who will be not included in AB test they will know that there is an AB test because they see skins frames they hear that on the discord etc. So you wouldn't so you couldn't basically measure the p value in the proper way to AB test that
yeah so before and after is hard to tell how how much is from from which point right because we at the same time we changed the UX UI so we improved the conversion it's not here but I can tell you that around uh 25% um higher conversion from entering the web store and making a successful purchase. So that was because of the

UXUI. So that could be somehow measured. But on the but the other way around if you think about what um let's say what was the main reason or what were the reasons that users um decided to buy on the web store could be loyalty program could be um better value could be more offers but that's later on okay so maybe not that uh you know I if I would have to like estimate like a hot day would one quarter to half of the impact in here is from the loyalty leaks right that's more or less but it's very hard to calculate that because if you push everything at once but you have just few things and we could remove the conversion things from the UXUI so I would say yeah one quarter to half of the impact be in phase one was the loyalty program
all right we have five minutes left so let's go with one last quick question

so many questions amazing Hi, thank you. Uh where the traffic comes from to the store is it like external or from inapp um because people are looking for the better deal. Have you checked that? Yeah. So um banner button the popups is the orange one. Um previously we also had the pop-ups but the analytics is you know you know how it is with analytics right? You never track everything properly. the cases here as well. Um so portion of of that as well is before the launches. Um so right now our main source of the traffic is um direct traffic. So these are the users who were using the store one year ago in 2024 so two years ago and they were using it and um we we we had um add to the home button. So you can make that your users are adding um the icon to the home in

like in your phone and they if they click it as a mobile game they open your store. So you can have two icons. One will be icon for your mobile game. The second icon will be for your web store. So you can do that. Um I don't know if I have any anywhere that I don't think so. Um I removed that yesterday. Maybe I should uh stay with but you can have it. You can have that. So this is our main source because for minimums for almost two years we had a store that not much was happening but on the very top we had like add to the to the home button. So right now we we have a lot of users who were using our store and still still using our our our web store are going from the home button from the uh page. So it's you could tell it's like or organic traffic that they just open the uh web web browser, right? Uh and then a lot of them coming from the banner button and the pop-ups.
Thank you.
All right.
No paid user acquisition. Maybe that's

worth to add as well. Thank you so much. It was great to be here with you and share some data. Um I have more of the case studies in the future at uh the other events Dev Gum and GIC and some others. So uh I I'm happy to stay in touch. Oh no, no more of that. Okay. Um so yeah uh see you later on if you want to catch me. I'm still here in Krakco for one more hour. Thank you
once again. Thank you so much guys for attending. [applause]