---
title: "\"Major Banks\" Citigroup: Google Play's billing reform benefits game developers, Tencent and NetEase will benefit"
type: "News"
locale: "en"
url: "https://longbridge.com/en/news/278021839.md"
description: "Citigroup's research report points out that the policy reforms of Google Play will benefit Chinese gaming companies, especially Tencent and NetEase. The new fee structure splits the standard in-app purchase service fee from 30% into 20% and 5%, which may improve the gross profit margins of gaming companies. This move may prompt other app stores to follow suit, creating a more favorable environment, particularly positively impacting developers and publishers in the online gaming industry"
datetime: "2026-03-06T01:59:24.000Z"
locales:
  - [zh-CN](https://longbridge.com/zh-CN/news/278021839.md)
  - [en](https://longbridge.com/en/news/278021839.md)
  - [zh-HK](https://longbridge.com/zh-HK/news/278021839.md)
---

> Supported Languages: [简体中文](https://longbridge.com/zh-CN/news/278021839.md) | [繁體中文](https://longbridge.com/zh-HK/news/278021839.md)


# "Major Banks" Citigroup: Google Play's billing reform benefits game developers, Tencent and NetEase will benefit

Citi published a research report stating that the bank believes the policy reform of Google Play may mark an important milestone in the charging structure of mobile platforms, likely benefiting Chinese gaming companies with significant overseas mobile publishing businesses and encouraging more studios to explore overseas opportunities. As Google Play splits the standard 30% in-app purchase service fee into a 20% service fee for new installations or specific incentive programs, along with a 5% optional billing charged by the Google billing system, this could lead to a gradual improvement in gross margins for gaming companies, depending on the domestic/overseas and platform mix. With this breakthrough, the bank believes other major app stores may also follow suit to maintain their competitiveness and openness, creating a more favorable tailwind for upstream developers/publishers, especially in the online gaming industry.

Within the bank's coverage, it believes this development could benefit leading gaming companies such as Tencent (00700.HK) and NetEase-S (09999.HK), as well as companies with a significant proportion of overseas business, particularly Century Huatong (002602.SZ)

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