Playgama launches Wrap to turn HTML5 games into standalone websites

• Playgama has launched Wrap as a free infrastructure for standalone HTML5 game websites.
• Wrap gives developers ownership of their domain, traffic, branding and monetisation setup.

Playgama has launched Wrap, a free service that allows developers to turn HTML5 games into standalone websites with their own domains and built-in monetisation.

The company said Hazmob, StoreRider, HG Point and Tridy Games are among the first developers to use the infrastructure, claiming early results show session time, retention and revenue per user outperforming some established channels.

Wrap completes Playgama's infrastructure for standalone game websites, covering publishing, monetisation and growth.

Its Playgama Ad service handles monetisation and player acquisition through the Playgama ad network, bringing standalone HTML5 games closer to mobile game monetisation standards.

Owning distribution

Playgama said developers receive a ready-to-use game website with in-game purchases, SEO, analytics, monetisation and user acquisition tools. The service provides access to a global pool of around 500 million monthly web players.

Publishing requires developers to integrate the open-source Playgama Bridge SDK, upload their game and configure it through the Playgama console. Updates sync automatically, while developers purchase and own their domain outright.

Playgama said the tooling can be used with mobile or PC projects that can be adapted to HTML5.

Wrap begins rolling out to developers through the Developer Dashboard from August 21st, with wider access planned over the coming weeks.

“The industry has shifted again, and games on standalone domains have grown into a segment of their own," said Playgama founder Dmitry Kachmar. “We see midcore projects, social live-service games, and a large share of revenue coming from in-game purchases.

“Gaming used to be built entirely on platform-driven discovery and algorithms - now developers want to take back control and scale games on their own terms.

“Our job is to provide them with the tools. And while the cost of acquiring players in mobile stores is turning them into a red ocean, the open internet is still a blue one, on mobile and desktop alike."