New Brawlers were available in the monthly Battle Pass, thus completely removing the need for rolling boxes to obtain them. Past actions that went in this direction were, among others: And ultimately, it’s the most recent step in a direction that Brawl Stars has been moving towards in the past few years as the game has been gradually removing the impact of lootboxes in the progression. I believe this change aims to make Brawl Stars more effective at monetizing. In my humble opinion, none of the above is the main reason behind it - although there’s a point in trying to make the change as user-friendly as possible.
Several of them have dismissed this as a doomed and naïve attempt to be user-friendly, while others have implied that it has to do with recent regulations on loot boxes or with aiming to move away from dark pattern-prone mechanics (which caused a $500M fine to Fortnite - another title oriented to younger audiences). While it will take months to understand the long-term consequences of the changes, I wanted to give my 2 cents now because I disagree with many opinions shared on this by other industry professionals. Nevertheless, the big question here is: Will it be harder for Brawl Stars to monetize its audience when the downloads boost is gone? Another reason for Android performing better is Apple’s privacy restrictions, which have made re-engagement campaigns nearly impossible to execute. The difference can be explained by geographical differences as key Asian markets are quite Android-heavy. On iOS, the revenue has returned to normal and the RPD (revenue per download) even shows a trend that’s neutral-to-negative. On Android, the impact has been much more positive. Interestingly, there is a big difference in the results per platform.
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