In the challenging games industry, one of the most powerful strategies you can deploy for your Direct-to-Consumer (DTC) webshop is a loyalty program. That’s why we built Neon Loyalty for our clients. It’s more than just a nice perk for your players; it’s a conversion-boosting, engagement-fueling engine that can transform the way you drive revenue. Below are three specific reasons why a loyalty program might just be the biggest hack for your mobile game’s webshop.

1. Drive incremental spend and avoid platform fees

Bypass the 30% cut

Let’s start with the bottom line: you want more of your revenue to remain in your pocket. When players purchase items directly from your webshop, you avoid the 30% fees that Apple and Google typically charge for in-app purchases. A loyalty program that rewards webshop purchases gives your players a compelling reason to visit (and revisit) the webshop instead of using the in-game store.

Loyalty programs boost spending

The added incentive of loyalty points, exclusive rewards, and VIP tiers can significantly encourage repeat transactions. According to a study by Bond Brand Loyalty, 85% of consumers said a loyalty program makes them more likely to continue buying from a brand. While this research focuses on broader ecommerce, the principle holds true in the gaming world: give players a reason to shift their spending behavior, and they’ll do it, especially if it means leveling up faster or gaining exclusive perks.

2. Drive players from your game to your webshop in a compliant way

Turn your loyalty program into a “VIP hub”

Apple and Google have strict rules against directing in-app traffic to external stores for the purpose of bypassing their payment systems. However, creating a loyalty or “VIP” program page on your game’s website, and then linking players to it, offers a compliant, indirect route to promote the webshop.

1. Mention the loyalty program in-game: Use an in-game call-to-action (CTA) to encourage players to learn about your VIP or loyalty program.

2. Direct to the loyalty program webpage: This webpage explains the benefits of the program without explicitly directing them to make a purchase.

3. Encourage enrollment and webshop purchases: Once on the loyalty webpage, players naturally discover that to enjoy these benefits, they’ll need to shop on your webshop.

This funnel is fully compliant with platform guidelines while still guiding players toward spending outside the app stores.

When our clients enable Neon Loyalty, it includes a dedicated webpage where players can learn about the loyalty program, review the tiers and perks, and see instructions on how to join (enrollment happens during the webshop checkout process).

3. Unlock a direct marketing channel

Collect player contact data

When players sign up for your loyalty program, they should be asked to enter an email address and check a box to opt in for marketing communications. This simple step can have a massive impact on your ability to generate revenue over the long term.

Neon Loyalty streamlines the process: players enter their email address during checkout and check a box to join the loyalty program. You can also add a separate opt-in checkbox to collect player information for general marketing purposes. After checkout, all opt-in emails are sent directly to the game developer via API.

The power of direct marketing

With email addresses in hand, you have a direct line to your audience. You can send tailored offers, event reminders, and personalized updates based on their preferences, game progression, or purchase behavior. According to McKinsey’s “Next in Personalization” report, companies that excel at personalization generate up to 40% more revenue from those activities compared to their peers. By leveraging direct customer data to send tailored offers and messages, games deepen player relationships and ultimately boost their lifetime value, which are key outcomes of a DTC approach.

Leverage player data to enhance UA

By collecting player email addresses, you can also supercharge user acquisition (UA) on platforms like Meta, Google, and TikTok. Segmenting your player base into audiences of email addresses can be used to build targeting audiences on ad platforms. For example, you can exclude existing players from seeing your ads (so you’re not wasting budget) and create “lookalike” audiences modeled after your top spenders.

This first-party data approach refines targeting based on real behavior, ensuring your UA dollars reach people most likely to play and pay. While this tactic was common when unique IDs like Apple’s IDFA were widely available, DTC customer data lets marketers bring it back with the same effectiveness.

Putting it all together

1. Incentivize players to purchase on your webshop
   Avoid hefty platform fees and drive incremental revenue by rewarding players for moving their transactions from the in-game store to your external webshop. Leverage loyalty points, tiers, and exclusive perks to make it worth their while.

2. Use a VIP or loyalty “hub” page to stay compliant
   Apple and Google can be strict, but there’s nothing stopping you from showing off a loyalty program through an in-game CTA that leads to a simple, informative webpage. This page can then guide users to your webshop, effectively creating a funnel for direct purchases.

3. Build a direct marketing channel
   Every email address and phone number collected is a chance to connect personally with players. Utilize email and text message campaigns to deliver targeted offers, gather feedback, and build stronger relationships. This direct pipeline can boost long-term revenue and player loyalty like few other channels can.