Coda, a global leader in digital content monetization headquartered in Singapore, has joined forces with Digital Garage, operator of Japan’s top third-party payment platform, AppPay, in a strategic partnership designed to help game publishers grow revenue through out-of-app monetization and distribution solutions. This collaboration offers Japanese publishers a proven pathway to reach global audiences, while giving international publishers seamless access to one of the world’s most vibrant gaming markets.
Around the world, game publishers are moving beyond the limitations of traditional app store ecosystems. Players are seeking more choice and value, and publishers are looking to strengthen direct connections with their communities. Regulatory shifts are accelerating this change. In Europe, the Digital Markets Act, effective March 2024, designates Apple and Google as gatekeepers and requires them to allow alternative payment methods and third-party marketplaces. In the U.S., antitrust scrutiny and landmark cases have intensified discussions on app store competition. South Korea’s 2021 amendment to the Telecommunications Business Act was the first law to mandate alternative billing options, and Japan’s Act on Promotion of Competition for Specified Smartphone Software will take effect in December 2025.
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These changes are creating a more open environment for publishers to adopt web-based and out-of-app monetization models. By selling content directly to players, publishers can bypass high app store fees and reinvest those savings into acquiring new users, building loyalty programs, developing fresh content, and offering more competitive pricing all of which deliver greater value to players.
At the heart of this model is Coda’s Merchant of Record (MoR) framework. Acting as the legal seller in each market, Coda handles payments, compliance, fraud protection, tax settlements, and billing across more than 65 markets and 400 payment methods. This setup allows publishers to focus on what they do best—creating engaging content—while Coda ensures their operations run smoothly across the globe.
The partnership with Digital Garage combines Coda’s international reach with AppPay’s trusted local presence. Japanese gamers will benefit from a wider range of international titles, more payment options, and loyalty programs that enhance the gaming experience. Japanese publishers gain a clear path to global expansion, leveraging Coda’s MoR model alongside Digital Garage’s domestic expertise in marketing, multilingual support, website development, and analytics. For global publishers entering Japan, AppPay offers a reliable, familiar platform backed by Digital Garage’s robust payment infrastructure, which handles over ¥7.5 trillion annually, ensuring secure and efficient market entry.
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Since its launch in 2023, AppPay has been adopted by more than 40 game titles and is trusted by Japanese gamers. Combining Digital Garage’s fintech expertise with Coda’s decade-long experience in out-of-app monetization, which supports over 300 publishers worldwide and connects with more than 200 million paying users through Codashop and Custom Commerce webstores, the partnership creates a seamless gateway into and out of Japan, bridging local trust with global reach.
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Shane Happach, CEO of Coda, said, “Japan has always been one of the world’s most influential gaming markets. Partnering with Digital Garage’s AppPay lets us deliver more choice and value to players here, while giving Japanese studios a simple way to reach global audiences. With Coda’s Merchant of Record model and AppPay’s trusted platform, publishers can expand internationally without the complexity and stay focused on creating great games.”
Junichi Sakishima, Executive Officer and Head of the App Business Division at Digital Garage, added, “Japan is the third-largest gaming market in the world, and Japanese entertainment content is more popular globally than ever. This collaboration between Digital Garage and Coda—leaders in their respective markets—will drive growth for game publishers, content owners, and stakeholders by building a platform that creates new business opportunities worldwide, beyond payments.”
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