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The move from app to web has become one of the most defining trends in gaming. What started as a workaround to rising UA costs is now a long-term strategy across casual, mid-core, and iGaming.
1. App ecosystems are too expensive and restrictive
Inflation in UA, stricter policies, and reduced tracking transparency push studios to seek more sustainable funnels.
2. Web gives full control
Onboarding, payments, CRM, creatives — everything can be tested, changed, and optimized instantly.
3. Tech is ready
PWAs and modern browser frameworks deliver near-native performance for most gaming genres.
4. AI works better on web
Real-time optimization, personalization, and monetization testing are easier without store limitations.
More studios will adopt hybrid growth models: apps as retention hubs, web as primary acquisition engines.
Web-first launches will increase, and cross-market expansion will accelerate as stores become less dominant in the funnel.
The shift is no longer experimental — it’s strategic.
