Using web-to-app to go from 0-1 with your paid user acquisition

In 2019, after transitioning from mobile games to subscription apps, the author discovered the strategic use of web-to-app flows at Blinkist, a Berlin-based startup, which bypassed App Store commissions by directing ad spend towards web-to-app conversion strategies. This approach, novel to the gaming industry at the time, allows companies to leverage web technologies for user acquisition, offering flexibility in marketing, faster iteration of web pages, and bypassing App Store constraints, ultimately framing apps as services rather than just products. While web-to-app flows enable initial traction and cash flow by separating purchase decisions from the app, they present challenges like scalability and organic traffic limitations, necessitating a dual strategy with direct-to-app approaches for long-term growth and profitability.

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