Key Takeaways
- Recent changes involving CADE and Apple are reshaping how mobile game publishers can monetize on iOS in Brazil, enabling new D2C opportunities.
- D2C models allow publishers to move beyond traditional in-app purchases, gaining more control over pricing, payment methods, and the overall user experience.
- Choosing the right integration model — whether in-app, hybrid, or external checkout — is key to balancing user experience, flexibility, and performance.
- Success in Brazil depends on aligning payment flows with local user behavior while minimizing friction in mobile checkout experiences.
- Beyond conversion, publishers must also consider recurring revenue, fraud prevention, and compliance when building a scalable D2C strategy.
The mobile gaming industry has long operated within the constraints of app store ecosystems. For publishers, that has typically meant giving up a significant share of revenue — often up to 30% — in exchange for distribution, billing infrastructure, and access to global audiences. In fact, commissions from digital goods and services have generated over $10 billion in annual revenue for Apple alone.
While Apple argues that limiting payments to the App Store protects privacy and enhances security, this model has also limited flexibility in how publishers monetize and engage with their players.
In recent years, that dynamic has started to shift. More game publishers are adopting Direct-to-Consumer (D2C) strategies, building their own offering and payment flows to regain control over pricing, promotions, and the player relationship. Beyond improving margins, D2C opens the door to offering localized payment methods and tailored experiences that better reflect how players actually prefer to pay.
This shift is particularly relevant in Brazil. As one of the largest and fastest-growing gaming markets globally, the country presents a unique combination of scale and complexity — especially when it comes to payments. Local preferences such as Pix and installment-based card payments play a central role in consumer behavior, making localization a key factor for conversion.
At the same time, recent regulatory developments have created new opportunities for publishers operating on iOS. Following an agreement with CADE, Apple is now required to allow alternative billing options and external purchase flows in Brazil. This marks a significant change in how digital goods can be sold within the iOS ecosystem, enabling publishers to integrate external checkouts and bypass traditional in-app purchase limitations.
However, unlocking this opportunity is not just a matter of enabling external payments. To succeed with D2C in Brazil, publishers must navigate a combination of technical requirements, regulatory considerations, and local payment expectations.
In this guide, we’ll explore how mobile game publishers can implement Apple StoreKit External Purchase in Brazil and design high-converting payment experiences tailored to the Brazilian market.
Why D2C is reshaping mobile game monetization
For years, in-app purchases have been the default monetization model for mobile games. While effective, they come with trade-offs, most notably high platform fees and limited control over the payment experience. As competition grows and user acquisition costs rise, publishers are increasingly looking for ways to optimize revenue and build more sustainable monetization strategies.
Direct-to-Consumer (D2C) models offer a compelling alternative. By enabling purchases outside of app store billing flows, publishers gain greater control over how they monetize, engage users, and process payments.
- Reduced app store fees: Traditional in-app purchases can take up to 30% of each transaction, significantly impacting profitability. D2C allows publishers to retain a larger share of revenue and reinvest it into growth, from user acquisition to retention strategies.
- Ownership of the player relationship: D2C enables direct access to customer data and interactions, something that is not possible within standard app store billing environments. This allows publishers to deliver more personalized offers and build stronger relationships, which are key drivers of engagement and lifetime value in mobile gaming.
- Payment flexibility: A major advantage of D2C is the ability to offer payment methods beyond those supported by app stores. This is especially important in markets like Brazil, where options such as Pix and installment-based credit cards are essential for reaching a broader audience and maximizing conversion.
Brazil: A high-opportunity D2C market
Brazil is one of the largest mobile gaming markets in the world, but it also presents unique challenges when it comes to payments. For international publishers, success in the country depends not just on reaching players, but on aligning with how they prefer to pay. However, many of these local payment behaviors are not fully reflected in standard in-app purchase environments, creating a gap between player expectations and the default payment experience.
Pix, accessibility, and financial inclusion
Launched by the Central Bank of Brazil in 2020, Pix has rapidly become the most widely used payment method in the country, driven by its real-time processing and ease of use.
Unlike credit cards — which are not available to all consumers in Brazil — Pix is accessible to the vast majority of the population, making it a critical payment method for reaching users across different income levels.
For mobile game publishers, this has direct revenue implications. In many cases, Pix can account for up to 80% of total payment volume in Brazil, meaning that without it, a significant share of potential transactions may never be completed.
Beyond reach, Pix also offers operational advantages. Compared to credit cards, it typically involves lower processing costs and reduces exposure to fraud and chargebacks, helping publishers protect margins while scaling transaction volume.
By enabling Pix through D2C payment flows, publishers can expand their reach, reduce payment barriers, lower costs, and capture demand that would otherwise be lost in card-only environments.
Installments and local payment behavior
Another defining characteristic of the Brazilian market is the widespread use of installment payments, known locally as parcelamento. Consumers are accustomed to splitting purchases into multiple payments, even for low-ticket items.
For mobile games, this behavior can directly impact both conversion and average order value, making installment support a key factor in monetization.
D2C models allow publishers to offer flexible installment options aligned with local expectations, making higher-value purchases more accessible and appealing to players.
Sensitivity to friction
Brazilian consumers are highly sensitive to friction in digital payment journeys, reflected in the country’s high cart abandonment rate of over 70%. Redirects, extra steps, or delays in confirmation can quickly lead to abandoned transactions.
In mobile gaming, where purchases are often impulsive, maintaining a seamless flow is critical. However, default in-app purchase systems offer limited flexibility to optimize the checkout experience.
D2C approaches allow publishers to reduce friction through faster, more streamlined payment flows — helping improve conversion and overall revenue performance.
How iOS payments are opening up for D2C in Brazil
For years, mobile game publishers operating on iOS were required to use Apple’s in-app purchase (IAP) system for selling digital goods. This limited their ability to offer alternative payment methods or direct users to external checkout experiences.
That dynamic began to change following an agreement between CADE and Apple in Brazil. As a result, Apple is now required to allow developers to include external purchase options within their apps, opening the door to new monetization strategies beyond traditional IAP.
With the introduction of the StoreKit External Purchase Entitlement, eligible apps can incorporate external payment flows while remaining compliant with App Store policies. This allows publishers to direct users to web-based checkouts or implement hybrid models that combine in-app experiences with external billing.
While this shift creates new flexibility, it also comes with specific requirements. Publishers must follow Apple’s guidelines when presenting external payment options, including the use of disclosure screens and clear communication to users. In addition, developers are responsible for managing the external payment experience, from transaction processing to reporting and compliance with local regulations.
Despite the added complexity of these requirements, this shift provides a critical opportunity for publishers to offer localized payment methods and optimized checkout experiences — capabilities that were previously restricted within the app ecosystem.
Choosing the right D2C integration model on iOS
With external payments on iOS in Brazil, publishers have multiple ways to implement D2C strategies. The right approach depends on factors such as user experience, technical complexity, and monetization goals.
Rather than a one-size-fits-all solution, most publishers evaluate how much control they want over the payment flow and how seamlessly it can be integrated into the player journey while remaining compliant with Apple’s regional requirements.
At a high level, publishers can choose between four main approaches:
- Traditional In-App Purchases (IAP): The default model using Apple’s billing system. It provides a fully native, in-app user experience with minimal implementation complexity, as payments and compliance are handled directly by Apple. However, it offers limited flexibility in payment methods, pricing, and checkout optimization, particularly in markets like Brazil where local payment preferences differ.
- StoreKit External Purchase: This model uses specific entitlements and APIs to enable external payment flows within the app in supported regions like Brazil. It allows publishers to maintain a mostly native user experience while introducing alternative payment methods and more flexible billing logic. Implementation requires moderate effort, including entitlement requests and compliance with Apple’s disclosure requirements.
- StoreKit External Purchase Link: This approach allows publishers to present links or prompts that direct users to a web-based checkout. It provides full control over the payment environment, including UX design, payment methods such as Pix and installments, and overall conversion optimization. However, it introduces more complexity and requires careful handling of redirects, disclosures, and external payment management.
- Alternative App Stores: Enabled through the agreement with CADE, this emerging model allows distribution outside the traditional App Store. It offers the highest level of control over both distribution and monetization but comes with greater technical complexity and evolving regulatory and adoption considerations.
| Solution / Model | User Experience | Payment Flexibility | Implementation Complexity | Compliance Requirements | Best Use Case |
| In-App Purchases (IAP) | Fully native (in-app) | Low | Low | Managed by Apple | Simplicity and global standardization |
| StoreKit External Purchase | Mostly in-app (native-like) | Medium | Medium | Entitlement + disclosures required | Balance between seamless UX and added flexibility |
| StoreKit External Purchase Link | Redirect to external web checkout | High | Medium to High | Entitlement + disclosures required | Full control over checkout and payment methods |
| Alternative App Stores | Fully independent experience | Very High | High | Region-specific, evolving under CADE framework | Maximum control over distribution and monetization |
Designing a high-converting D2C checkout in Brazil
Implementing external payments is only part of the equation. To fully realize the benefits of D2C in Brazil, publishers must design checkout experiences that align with local expectations and minimize friction at every step.
This is where working with a payment partner specialized in the Brazilian market becomes critical. From supporting local payment methods to optimizing mobile checkout flows, enabling recurring billing, and managing fraud risk, the right partner can significantly reduce complexity while improving performance.
Pix and 1-click payments
Pix has become a cornerstone of digital payments in Brazil, offering instant transactions and broad accessibility. For mobile game publishers, its real-time nature makes it particularly well-suited for in-game purchases, where speed and simplicity are critical.
However, the way Pix is implemented can significantly impact performance. Friction points such as redirects or manual steps can reduce conversion, especially in mobile environments.
By partnering with a payment partner like PagBrasil, publishers can enable optimized Pix flows such as 1-click Pix (Pix without redirection), allowing users to complete transactions without leaving the checkout environment. This creates a faster, more seamless journey that aligns with player expectations and improves conversion rates.
Read more: How Tebex Leveled Up Its Brazilian Payments with PagBrasil
Recurring payments with Automatic Pix
Building on the widespread adoption of Pix, Automatic Pix introduces a seamless way to manage recurring payments using a method Brazilian consumers already know and trust.
For mobile game publishers, this creates a powerful opportunity to expand subscription-based models beyond traditional card users. Since not all Brazilian consumers have access to credit cards or cards enabled for international purchases, relying solely on card-based recurring billing can limit reach and retention.
By enabling recurring payments through Pix, publishers can offer a more inclusive and flexible subscription experience. Through a subscription management platform like PagStream®, Automatic Pix can easily be integrated into D2C strategies, allowing for automated billing while maintaining the speed and simplicity that define Pix.
Local cards and installments
Local credit cards remain an important part of the payment landscape in Brazil, but their usage is closely tied to installment payments (parcelamento). Rather than paying the full amount upfront, many consumers expect the option to split purchases into multiple payments, even for low-ticket items.
For mobile games, this behavior can directly impact both conversion and average order value. Offering installments makes higher-value in-game content more accessible, reducing friction at the point of purchase.
A localized payment partner enables support for Brazilian card processing with flexible installment options tailored to the market. In addition, solutions like Apple Pay with installments allow publishers to combine the speed and convenience of wallet-based payments with parcelamento, delivering a seamless and differentiated mobile experience.
Fraud prevention and revenue protection
As publishers expand D2C payment flows, managing fraud risk becomes increasingly important. This is particularly true in high-volume gaming environments where transaction velocity is high.
A solution like PagShield® combines AI-driven analysis with local expertise to detect suspicious behavior in real time. By balancing risk prevention with approval optimization, publishers can protect revenue without introducing unnecessary friction into the payment experience.
Reducing friction in mobile payment flows
In mobile gaming, purchases are often spontaneous and closely tied to gameplay. Any disruption — such as redirects, slow loading times, or complex authentication — can interrupt the experience and lead to drop-off.
By leveraging a payment partner with optimized mobile solutions, publishers can streamline the payment journey, reduce unnecessary steps, and improve overall performance.
With fast payment methods like 1-click Pix, flexible options like installments, and frictionless UX design, publishers can create checkout experiences that feel like a natural extension of the game, maximizing both conversion and player satisfaction.
Capture D2C opportunities in Brazil with a local payment partner
As mobile game publishers expand their D2C strategies, Brazil stands out as a market full of opportunity. However, it is also one that requires a localized approach to payments.
With the changes introduced through the agreement between CADE and Apple, publishers can now move beyond traditional in-app purchases on iOS and explore more flexible monetization models. This opens the door to higher conversion, greater reach, and improved revenue performance.
However, unlocking this potential requires more than simply enabling external payments. Success depends on offering the right mix of local payment methods, optimizing the checkout experience for mobile users, supporting recurring billing, and ensuring strong fraud prevention — all while navigating Apple’s requirements and Brazil’s regulatory landscape.
This is where working with a specialized payment partner becomes a strategic advantage. By combining local expertise, optimized payment solutions, and support for compliance and technical implementation, publishers can accelerate their D2C strategy while reducing operational complexity.
Want to explore how to implement high-converting external payments on iOS in Brazil? Talk to a PagBrasil specialist and discover how to optimize your checkout for maximum performance.
FAQ: D2C payments for mobile games in Brazil
1. Do publishers still need to pay fees to Apple when using external payments?
Yes. Even when using external payment options, Apple may still charge a commission depending on the implementation model and applicable policies. However, external payments can still offer greater flexibility in pricing, payment methods, and user experience compared to traditional in-app purchases.
2. Are external payment options available globally or only in Brazil?
External payment options are currently region-specific and depend on local regulations. In Brazil, changes driven by CADE have enabled broader use of these models, but availability may vary in other markets.
3. How do external payments impact user experience in mobile games?
The impact depends on how the payment flow is designed. Poorly implemented external checkouts can introduce friction, but optimized flows — such as mobile-friendly pages or 1-click Pix — can maintain a seamless experience and even improve conversion.
4. What are the main technical challenges of implementing external payments on iOS?
Key challenges include obtaining the correct entitlements, implementing required disclosure modals, managing external transaction processing, and ensuring compliance with both platform policies and local regulations.
5. How can publishers handle fraud when moving to external payments?
When shifting away from app store-managed payments toward a D2C model, publishers become responsible for fraud prevention. This typically requires tools that can analyze transactions in real time and balance risk detection with approval rates to avoid unnecessary declines.
8. Do publishers need a local entity to accept payments in Brazil?
No. With an intermediation model like PagBrasil’s, payments can be processed locally in BRL while settlements are made in USD or EUR, allowing international publishers to operate without establishing a local entity.
