Playgama has launched Wrap, a free tool that turns any HTML5 game into a standalone website complete with its own domain, built-in monetization, purchases, SEO and player analytics.
Playgama released Wrap today, August 21. The new tool pairs with Playgama Ad to complete a full-stack system covering publishing, monetization and user acquisition entirely outside app stores and game portals. Developers can integrate the open-source Playgama Bridge SDK, upload their game and configure it through the console in roughly five minutes, according to the company. Updates sync automatically, and the only ongoing cost is the domain itself, which developers own outright.
Playgama frames the launch as a bet that games no longer need a traditional storefront to succeed. Dmitry Kachmar, the founder of Playgama, said in a press release that the industry has shifted toward standalone domains as their own segment, with midcore projects, social live-service games and in-game purchases driving a growing share of revenue. He added that developers now want to reclaim control from platform-driven discovery and algorithms, and that rising player acquisition costs in mobile stores are pushing studios toward the open internet instead.
Wrap represents one piece of Playgama’s infrastructure. Playgama Ad handles ad monetization for web-based games, working with both individual HTML5 titles on standalone sites and larger web game portals, and is designed to lift CPMs and bring web ad rates closer to mobile. Playgama DSP, the third component, lets developers run their own campaigns to acquire new players from Playgama’s web gaming network on a CPM or CPC basis. Together, these three products let any game exportable to HTML5 — regardless of whether it began on mobile, PC or web — launch on a standalone site and use it as an additional growth and revenue channel.
Early adopters testing Wrap include Hazmob, StoreRider, HG Point, and Tridy Games, all of which remain live on mobile app stores while also running their own sites built with the tool. Playgama says these titles are already outperforming some established distribution channels on session time, retention and revenue per user.
Three months after its Wrap launch, Hazmob FPS draws 120,000 monthly visits to its own domain, with revenue already comparable to many of the web portals distributing the game, according to numbers shared by Playgama. The company expects this channel to grow several times over in the next six to 12 months. Hazmob founder Ozgur Hazar said in the release that the standalone site went from an experiment to one of the studio’s most promising channels, and that owning the traffic, brand and monetization setup is something no store or portal can offer.
Playgama positions the new infrastructure as the strongest fit for platform-agnostic games that ship across multiple ecosystems simultaneously, noting that a standalone site typically supplements rather than replaces app stores and instant-play platforms by reaching a different audience, while remaining fully owned by the developer.
Wrap will roll out gradually to all developers through Playgama’s Developer Dashboard over the coming weeks, with the first access granted August 21. Developers can also use parts of the stack without uploading their game directly to Playgama, per instructions on the company’s wiki.
The push comes as more studios look to diversify away from app-store fees and algorithm-dependent discovery, a trend that has gained momentum as mobile user-acquisition costs climb. By giving developers a low-lift path to their own domain — complete with monetization and growth tools baked in — Playgama is betting that standalone websites become a standard piece of a game’s distribution mix rather than a niche experiment.