How Yodo1 Increased DTC Revenue 2.2× for Transformers: Earth Wars in Only 8 Months

When Yodo1 took over publishing and LiveOps for Transformers: Earth Wars, one of our top priorities was to strengthen the game’s long-term revenue sustainability.

A key part of this strategy was expanding DTC revenue by guiding more players to the webshop instead of relying solely on in-game purchases. To make this shift effective, we partnered with Neon, a leading DTC and fintech platform for games.

By combining Neon’s infrastructure with Yodo1’s LiveOps execution and player-facing communication, we increased the webshop’s revenue share from 25% to 57% in just eight months.

Here’s how we did it.

Challenge: Shift Player Spend Toward the Webshop

Our main challenge was to increase the share of Transformers: Earth Wars players making purchases in the webshop rather than inside the app, while also driving consistent traffic and improving overall visibility.

First, let’s quickly recap why studios prefer revenue from webshops (DTC) instead of in-game purchases:

1. Lower fees: In-game purchases carry a ~30% platform fee, versus ~0–5% via DTC.
2. Direct player relationship: Studios can collect emails, run targeted promos, build loyalty loops, and better track LTV.
3. More pricing freedom: DTC enables flexible discounts, bundles, regional pricing, A/B tests, instant updates, and promotions not possible within app stores.
4. Higher reinvestment potential: Better margins mean more budget for UA, LiveOps, and player value.
5. Reduced platform dependency: DTC revenue is resilient to App Store policy shifts, privacy changes, and platform volatility.
6. Transparent analytics: DTC provides full-funnel visibility—from item preferences to repeat purchase behavior.

Knowing all these, it was clear that increasing DTC revenue was key to strengthening long-term monetization and reducing risk. So, we needed to:

• Shift players’ purchasing habits toward the webshop
• Communicate the value of DTC offers to players
• Integrate webshop incentives into the game without disrupting core gameplay
• Drive consistent traffic to the webshop
• Improve visibility of DTC offers across all channels

To do that, we focused on four core areas.

Ingredients of Success: Strong LiveOps, Clear Visibility, Smart Conversion & Player Re-Engagement

Using both expertise of our team members and Neon’s support we focused on LiveOps and promotions:

Extending LiveOps Beyond the Game

We expanded LiveOps to include the webshop as an integral part of the weekly content rhythm.Before major in-game events, we refreshed DTC offers with themed bundles that matched upcoming mechanics.

This made webshop visits a natural part of event preparation—establishing a weekly routine and reinforcing the webshop as an extension of gameplay.

‍Consistent In-Game Promotion

After the Epic v. Apple ruling enabled direct linking to DTC experiences on iOS US, we embedded clear, consistent in-game prompts that guided players to the webshop.

Paired with predictable Friday offer refreshes, these links boosted visibility, increased traffic, and established strong player expectations around weekly webshop updates.

First-Time Purchase Promotion

As traffic grew, we focused on converting new visitors into buyers through a streamlined first-time purchase promotion:

1. A free gift was offered to players who had never purchased in the webshop.
   • On iOS US, promoted through an in-game pop-up.
   • Elsewhere, communicated through Discord and other out-of-app channels.
2. After claiming the gift, players saw a CTA to enter their email to receive a 50% off discount for their first webshop purchase.
3. Once submitted, the promo code was displayed instantly and automatically applied to the cart—persisting until the player completed their first purchase.

‍Re-engaging High-Value Players Through Direct Outreach

To maximize long-term retention and revenue, we also implemented targeted outreach campaigns:

• We contacted spenders with a low percentage of webshop purchases to make them aware of the benefits and exclusive offers available on the Web Store.
• We also reached out to spenders who had stopped visiting the Web Store, encouraging their return with discount codes provided by the LiveOps team.

These personalized nudges helped recover at-risk spenders and strengthened the overall DTC funnel.

Results: 2.2× Growth in Webshop Revenue Share in 8 Months

Within eight months, we achieved significant results for Transformers: Earth Wars:

• Webshop revenue share grew from 25% to 57% (a 2.28× increase), as more players chose to purchase outside traditional app stores

• First-time purchases grew 1.8×, driven primarily by the first-time purchase promotion that converted non-spenders.

These outcomes demonstrate how extending LiveOps, increasing in-game visibility, and optimizing first-time conversions can drive both immediate uplift and long-term behavioral change—shifting players from in-app spending by habit to direct purchasing by choice.

About Yodo1

Yodo1 is a global publishing and growth partner for mobile and PC games, with over a decade of experience working with studios like Rivergame, Candivore, 37Games, and Tencent Studios, and collaborating with IP partners including Hasbro, Paramount, Legendary, and Sony Pictures. Learn more at yodo1.com.