Web technologies as alternatives to app stores

July 6, 2023
Chris Benjaminsen
min read

In the face of privacy policy changes and increasing limitations on user data tracking, we've been exploring alternative platforms of play, such as web technologies, to maintain our competitive edge at FRVR.

The rapid evolution of web-based gaming offers a promising solution to navigate these challenges while expanding our gaming platforms. In this blog post I share how the adoption of web technologies aligns with changing privacy policies and why we're embracing this shift.

Privacy policy changes and the appeal of web technologies

Privacy policy changes, like the phasing out of Identifier for Advertisers (IDFA) by platforms such as Apple, have prompted us to seek new approaches to user acquisition and data tracking. We no longer have the needlessly complex platform-specific requirements. There's no IDFA, so we can pass along a UTM parameter in a legally compliant way. This freedom from platform-specific limitations allows us to adapt to changing privacy regulations while still effectively targeting and engaging users.

As privacy concerns increase and restrictions on user tracking tighten, web-based gaming platforms offer an attractive alternative for us. Web technologies enable us to create immersive experiences that can be accessed directly within web browsers, reducing our reliance on traditional app stores. This shift opens up new possibilities for game distribution as the browser competency catches up to standalone applications.

Overcoming platform monopolisation and embracing portability

One of the significant advantages of web technologies is the portability they offer. We can serve our users right then and there, eliminating the need to redirect them to different contexts.

Take our collaboration with major platforms like Facebook as an example. If you search 'Basketball FRVR,' you will be able to play the game inside Facebook. This approach not only enhances user engagement but also disrupts the trend of platform monopolisation, ensuring we have more avenues to reach and retain users.

Screenshot of Basketball FRVR within Facebook Gaming

Adapting measurement strategies for web-based games

We are conscious of the fact that the measurement strategies for web-based games are crucial to ensure success in this evolving landscape. Web-based games introduce a new dimension to measurement and Return on Ad Spend (ROAS) calculations that require careful consideration.

We’ve seen firsthand just how dynamic the nature of web platforms is – there is a varying level of stability compared to mobile app stores.

For instance, on certain web platforms, we may experience a shorter ROAS window of just five days due to the inherent uncertainty in the environment. This limited timeframe necessitates an agile approach to measurement and decision-making. We have therefore had to adapt our measurement strategies to align with the shorter ROI windows of web platforms, extracting actionable insights within a compressed time frame.

The only way we’ll know if we’re optimising our marketing efforts and maximising returns, is if we rely on the data. As advanced analytics platforms such as Kohort continue to evolve, we’ll be able to measure things accurately and at a speed that will keep us ahead of the rest.

The commercial viability of web-based games

As privacy policy changes force us to reassess our strategies, web technologies emerge as a game-changing solution. So far, we’ve seen that web technologies offer commercially viable business models and it’s why we’re investing in the future of it.

By utilising web-based gaming platforms, we can tap into an almost infinite number of user acquisition channels and potential destinations for our games. However, we must remain agile and continuously evaluate the evolving web ecosystem to identify the most effective strategies for user acquisition, monetisation, and long-term success – using data of course.

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