Appcharge, a direct-to-consumer (DTC) platform, announced AppDirect and iOS Payments SDK to boost mobile game web store sales.
Like a number of other web shop companies like Xsolla, Coda, and Fastspring, Appcharge is taking advantage of a loosening of restrictions on off-store mobile game sales at Apple and Android, due to recent legal rulings in the Apple vs Epic antitrust case as well as related European regulations.
In doing so, it is helping game publishers to build direct relationships with players and improve their business. Appcharge’s AppDirect enables direct Android APK distribution, and the new iOS Payments SDK builds on the company’s Payment Links solution, said Maor Sason, CEO of Appcharge, in an interview with GamesBeat.
These new capabilities align with Appcharge’s vision of expanding direct-to-consumer offerings beyond traditional web stores — creating a comprehensive suite of tools addressing the full player lifecycle. Publishers can now directly engage players across multiple channels, both in-game and out-of-game, enabling diverse purchase experiences ranging from impulsive emotion-driven purchases, to planned intent-based buying.
AppDirect is the answer for Android APK, built as a solution for sideloading on Android devices. It lost some momentum with the recent ruling in the U.S. by U.S. District Court judge Yvonne Gonzalez Rogers, said Sason, but it’s still a “crucial part of direct-to-consumer future.”
Epic Games’ CEO Tim Sweeney complained that Apple wasn’t serious about permitting off-store links, as it put a lot of “scare screens,” or warnings to users, if they clicked on links that could take them to developer stores. The scare screens, he said, were meant to make alternative stores less effective, and Sason agrees, as he calls them the “screens of hell.”
As for why Appcharge is better than its rivals, Sason said his company has incremental knowledge of mobile monetization. He noted Israel is rich with such monetization experts.
“These are the kind of people that are working here together in Appcharge, super driven to make a change and to disrupt the industry. And I think that’s what differentiates us from the competition,” he said. “We actually understand in depth the needs of mobile games. We understand their hardships and the solutions we bring to them.”
Appcharge combines various solutions like conversion, loyalty, analytics, insights and more, as well as the new iOS payment SDK and AppDirect. He said there is a lot of customization available for customers.
“With AppDirect, we’re the only ones who are offering it,” Sason said. “Nobody has it among the alternative web shop companies out there.”
Appcharge iOS Payments SDK
This feature supports a faster, simpler path to margin recovery on iOS. Building on Payment Links, which gave publishers a way to accept payments in iOS games via external checkout flows — the SDK goes a step further with a drop-in, client-side integration that delivers faster time to market, minimal tech overhead, and a superior user experience.
Unlike Payment Links, which requires a server-to-server (S2S) setup, the SDK is entirely client-side and plug-and-play. It also improves the player experience by supporting an instant web checkout access, allowing publishers to choose between external browser redirects or an instant flow – fully compliant in supported regions.
Appcharge AppDirect
This feature provides a scalable, full-service solution for Android APK game distribution and auto-updates, empowering publishers to manage APK installations directly from their websites, bypassing traditional app stores. Previously reserved for publishers with significant internal tech teams and infrastructure, direct APK distribution is a proven strategy used by leading companies such as Playtika and Epic Games. AppDirect streamlines this approach, handling all aspects – from distribution and version management to ongoing player support and auto-updates.
“Over the next two years, we will witness a radical transformation in mobile gaming, with frictionless gameplay and in-game transactions outside traditional app stores becoming the norm,” said Sason. “Publishers embracing direct-to-consumer strategies can deliver better pricing, foster stronger player loyalty, and significantly enhance their profitability by reducing platform fees. With our latest products, including Payment Links, we are empowering publishers to create an integrated ecosystem that meets players exactly where they are, driving deeper engagement and increased revenue.”
These launches complement Appcharge’s recently unveiled Payment Links product, for accepting off-platform payments directly from within iOS games via external checkout links, following the recent Apple vs. Epic court ruling. Together, these three additions to Appcharge’s comprehensive suite represents a strategic evolution beyond traditional web stores. Publishers are now equipped to fully embrace a holistic, multi-channel DTC model – covering both in-game and out-of-game purchases, and transforming player relationships into deeper, more meaningful, and financially rewarding interactions.
Appcharge said it helps publishers sell directly to their players, which increases profits by 35%, and greatly improves player relationships and loyalty.
Origins
Sason, 34, started the company in 2022. He started out in banking and then became an entrepreneur. He started an ad network and sold it to a public company for a profit. He got together with Roei Barassi, cofounder of Appcharge to find a solution for mobile gaming stores.
“We realized we needed to build something sophisticated for more sophisticated mobile game developers,” Sason said. “Now we’re leading the direct-to-consumer efforts for mobile game developers.”
Headquartered in Tel Aviv, Appcharge is funded by Gillot Capital Partners and Play Ventures and is led by veterans from Rovio, Huge Games, Moon Active, and Play Studios.
Now the company has raised $31 million to date and it has more than 90 people.
