Introducing AppDirect: APK Distribution and Auto Updates for Sideloaded Games

At Appcharge, we’ve built the most effective web store platform in the industry - helping game publishers reclaim revenue, build direct relationships with players, and unlock new growth outside the app stores.

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But web stores are just one layer of a direct-to-consumer (DTC) strategy. Today, we’re launching another.

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Introducing AppDirect - a new way to distribute and manage APKs for your most engaged Android players. It’s a proven strategy used by publishers like Playtika and Epic Games, now available as a service through Appcharge.

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We didn’t set out to reinvent APK distribution - we set out to make it scalable, supported, and profitable for publishers. It’s a model that works. We’re simply making it easier for more teams to execute.

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Why Publishers Are Turning to Direct Installs

For top-grossing publishers, APKs are already a key part of the DTC playbook.

Direct installs allow you to:

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• Keep players buying in-game - no friction, no platform fees
• Offer exclusive content and pricing via your own ecosystem
• Expand global reach in markets where app store friction is high

But until now, executing this strategy required internal teams to build and manage the entire infrastructure, including installs, app version updates, and customer support. 

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AppDirect changes that. You get the infrastructure, ongoing management, and support without the overhead.

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What is AppDirect?

AppDirect is our new distribution and version management system for Android games. It allows your existing players to download your game via an APK file directly from your website, bypassing app stores entirely.

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This approach gives you:

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• More in-app revenue (no store fees)
  
  
• Faster updates (direct version management)
  
  
• Tighter player relationships (on your terms)

And most importantly: we’ve significantly reduced the friction. Players can go from click to install in just a few steps - with no confusing setup or support issues.

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How It Works

We designed AppDirect with two goals in mind:

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1. Make life easier for publishers.
   Incentivize APK installs, upload new versions, manage updates, and track adoption - all from your Appcharge dashboard.
   
   
2. Make life easier for players.
   From in-game prompts to streamlined installation flows, we’ve reduced clicks and simplified every step of the journey

Here’s what the user flow looks like:

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1. Initial Invitation

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• Use our broadcasting solution to send players a DM, such as on Facebook Messenger
• Player clicks the link and opens your landing page
• Landing page guides player through installation

2. Player incentives

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• Offer players exclusive deals on their first purchase to encourage them to download the APK
• Set up a one-time bonus as further incentive
• Add a permanent added value in the APK app store to drive long term engagement and purchases, such as extra 20% coins sales and extra benefits. 

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3. Download 

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• Display instructions on your webpage guiding the player to download the APK

4. Install and play

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• Player installs the APK to their Downloads folder
• They initialize the installation
• Old app closes, new version installs
• Android prompts to open the app
• Profess bar displayed with an option to cancel the download
• Player plays the game as usual

5. Checkout

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• Same slick, optimized checkout appearance we provide in all our products

6. Update

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• Our system alerts players when a new version is available
• Players choose from two options: Hard Update (must complete before proceeding), or Soft Update (can proceed without updating but may experience limited functionality)
• Post update, the app closes and we inform the player the install has been completed
• Android prompts the player to open the updated app

A supported rollout, not a DIY tool

Our team brings hands-on experience launching APK strategies at some of the world’s largest mobile games.

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From helping your support team answer installation FAQs, to guiding your VIP account managers on player education, we’re with you every step of the way. If you already operate a DTC web store—or are thinking of launching one—AppDirect is your next step.

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It’s not a gamble. It’s not a side experiment. It’s a proven strategy, now packaged as a supported service for the first time.

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Talk to your Appcharge account manager to learn how you can get started.

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