Apple App Store Google Play charge 30% commission rate in-app purchase (IAP) direct affect game company promotion design. Example, Honkai Star Rail iOS if launch “top up 648 RMB give 20% Stellar Jade” event, actual need pay Apple 194.4 RMB commission, cause net profit drop 18%, Android through third-party payment (example Alipay handling fee 0.55%) can compress commission cost 3.6 RMB. 2023 Sensor Tower data show, this game global revenue reach 1.2 billion USD, iOS occupy 48%, but promo activity frequency low 37% than Android. This gap source 2022 Epic Games sue Apple case, some company avoid trigger “30% split line”, set iOS top up rebate limit 10% (Android can 25%). Example, January 2024 iOS “first top up double” event only limit below 60 RMB tier, Android cover all tier, cause iOS user single payment median 98 RMB low 23% than Android 128 RMB.
User payment behavior difference further limit promotion strategy. According miHoYo 2023 financial report, Honkai Star Rail global user ARPU (average revenue per user) 42 USD/month, China iOS user ARPU reach 58 USD, but payment frequency only 1.2 times/month (Android 1.8 times). High-value user ratio (monthly spend over 500 RMB) iOS 15%, Android only 9%, this make company prefer use “precision promo” not full coverage event. Example, October 2023 iOS target push “continuous top up reward” (accumulate 300 RMB give limited Light Cone) conversion rate 34%, but same time Android “limited 50% off pack” conversion rate only 21%. Also, Apple payment system refund rate 0.5% far lower Android channel 2.3%, company need reserve 3%-5% revenue as bad debt reserve, further compress promotion budget.
Regional compliance risk increase activity limit. EU Digital Markets Act (DMA) require Apple open third-party payment before March 2024, but force collect “core technology fee” (0.5 Euro/install) cause Europe top up event cost rise 12%. Example, Honkai Star Rail Europe iOS cancel “top up discount” event February 2024, change fix ratio rebate (max 8%), Android still keep 15% discount. In China market, December 2023 release Online Game Management Draft rule “gacha item must public probability set guarantee count”, force company move promo resource to more certain “direct purchase pack”. Example, 2024 Spring Festival event, iOS “honkai star rail top up” pack sales grow 40%, but include random item “Stellar Jade Lucky Bag” event reduce 62%.
Game life cycle content update rhythm also affect promo frequency. According AppMagic statistics, Honkai Star Rail 2023 new character banner cycle shorten 42 day to 35 day, version update bring natural revenue growth (average +28%) reduce dependence short-term promo. Example, version 1.4 “Winter Dreams” launch week iOS revenue reach 23 million USD, higher promo peak (version 1.3 “Swarm Disaster” period 18 million USD) 27.8%. Also, miHoYo use “long-term operation” strategy more focus user retention rate (iOS 30-day retention 82%, Android 75%), through content update not price discount maintain payment will. 2023 Q4 data show, player payment rate increase 45% within 3 day after version update, but promo event only drive 12% incremental payment.