From December 18, 2025, Japão will implement new legislation that promises to reconfigure the smartphone application market. The Lei from Promoção from Concorrência to Software Específico to
This standard requires technology giants, such as Apple and Google, to allow the operation of alternative app stores and the integration of external payment systems on their mobile devices, both iOS and Android. The measure aims to break the monopoly of dominant platforms, paving the way for new commercial dynamics and greater freedom for developers.
The Japanese mobile applications and content market, valued at approximately 6 trillion yen according to official estimates, will undergo a substantial reset. The expectation is that the reduction in current commissions, which can reach 30%, will transform the profit structure for developers and companies in the sector, encouraging innovations and directly benefiting consumers.
Changes to the commission mechanism
Japanese legislation prohibits practices that exclusively favor the official Apple and Google stores, ensuring that developers can offer their applications outside of these closed ecosystems. Essa measure paves the way for the “sideloading” of apps, where users can install programs from different sources, in addition to allowing the integration of their own payment systems within the applications.
This opening eliminates historical distortions, such as the practice of higher prices for application versions purchased directly from the platforms’ stores compared to the web versions of the same services. Businesses can now adopt much lower payment processing fees, often around a few percent, passing on the savings or reinvesting in improvements.
Benefits for the manga and e-book sector
The manga and electronic book segment is one of those that will most feel the positive impact of the new law, given the structure of high royalty rates paid to authors and publishers. Anteriormente, the commissions charged by the platforms were added to these costs, resulting in a duplication of prices between the application versions and the web versions of the content.
By allowing external payments, publishers can eliminate this price discrepancy, simplifying the process for the consumer and potentially increasing conversion rates. Executivos in the industry are already saying that the change will have a more significant effect on user retention and customer satisfaction than initial direct revenue.
Platforms specializing in manga and e-books are already planning to introduce exclusive points and discounts campaigns within their applications, taking advantage of the new flexibility. Essa strategy will not only strengthen the competitiveness of these companies, but also differentiate them from hybrid models that still rely on traditional commissions.
Transformations in dating and marriage apps
Matchmaking apps, which often operate with high monthly subscription fees, will face a significant reduction in commissions paid to platforms. However, market experts predict that the resources saved will not necessarily translate into a widespread price drop for users.
The expectation is that companies in the sector will reinvest these savings in advertising and user acquisition strategies. Competition for new subscribers is expected to intensify, with major players using their financial strength to expand their market share through more aggressive and innovative marketing campaigns.
These market dynamics suggest that, rather than a price war, there will be a greater focus on added value and service quality, driven by a lower operating cost environment. The sector adapts quickly, seeking to grow and consolidate its position in the new reality.
Opportunities for pushi-katsu and Web3
Fan activities, known as “pushi-katsu”, which involve lives, donations and support for idols and VTubers, will also benefit considerably. With the new law, emerging platforms can offer much higher transfer rates, reaching 100% return on donations to creators, becoming more attractive to the public and artists.
In the Web3 ecosystem, previous restrictions on non-fungible tokens (NFTs) and external digital wallets on mobile devices will be removed. Analistas financial institutions indicate that this opening has the potential for massive expansion, allowing decentralized technologies to reach millions of casual smartphone users, especially via iPhone, who were previously inaccessible.
This area presents one of the greatest potential for disruption, with the expected entry of new competitors and innovative business models. The natural integration of transactions across cryptocurrencies and tokens, combined with the freedom to operate outside of traditional commissions, could reshape the digital economy of engagement and ownership.
Risks involved in opening
Despite the benefits, the implementation of the new law is not without risks. Experiências in regions like Europa, where similar legislation has been introduced, shows that platforms can institute new fees or indirect billing models to offset commission losses. Isso may lead some developers to choose to remain on official stores for practicality and security.
Additionally, companies that decide to operate outside of dominant platforms will take on additional responsibilities in areas such as digital security, refund processing and subscription management. The freedom to operate independently requires significant investments in our own infrastructure and specialized teams to ensure compliance and user satisfaction.
Necessary preparations for companies
Lei from Promoção to Concorrência in Software Específico to Success in this new scenario will directly depend on companies’ ability to attract and retain users without exclusive dependence on dominant platforms.
Strategies that include developing loyal communities, creating robust payment systems and offering differentiated value will be crucial. Somente proactive companies, which invest in innovation and user experience now, will be able to capture the substantial gains that will emerge in the reconfigured market. The manga and e-books sector, for example, leads in direct benefits, while the matchmaking sector will invest in advertising, and the pushi-katsu and Web3 sectors exhibit exponential growth potential, albeit with more unpredictable variations.