Web vs Mobile: Why Developers Are Choosing the Browser

The mobile app stores have long been the dominant distribution channel for casual games. But a growing number of developers are shifting their focus to the web, and the reasons go beyond avoiding the 30% platform fee.

On the web, there is no review process, no gatekeeper, and no waiting period. A developer can push an update and have it live for millions of players in minutes. Player acquisition costs are also dramatically lower. While mobile CPI (cost per install) for casual games averages $2-5, web games acquire players essentially for free through organic search, social sharing, and platform recommendations.

Monetisation on the web has also matured. Rewarded video ads, the bread and butter of mobile gaming monetisation, now perform comparably on web. Poki developers using our SDK report average eCPMs that match or exceed mobile ad networks, especially in tier-1 markets like the US, UK, and Germany.