| Mobile Web

Return of no-install minigames fuels battle to keep users on platforms

No-install smartphone minigames are emerging as a new tool in platform competition, offering a low-cost touchpoint for ads, payments and direct-to-consumer sales tests. OneStore has unveiled its OnePlay Game service and plans a formal launch this month, with an 8 percent-fee D2C payment service due in late May. Toss is rapidly expanding its App in Toss miniapp ecosystem. The trend reflects user reluctance to install new apps and questions over sustainable monetisation.