WeChat mini-game versus the App Store SKU: promise map
Analysis
By UA Ledger staff — 2 min read
Map which end-card promise belongs to the WeChat mini-game (版号 + virtual-payment资质) versus the Apple China app SKU so creatives do not sell the wrong product.
A WeChat mini-game and an Apple China app build can share IP and still be different products for creative QA. WeChat’s 资质审核(IAP) requires the 网络游戏出版物号核发单 (publication-number issuance form) plus software copyright before IAP资质, with optional operator/copyright authorisations. 虚拟支付进件 lists opening conditions: enterprise/individual-business certified mini-game, 中宣部 real-name system access, and 版号 / 软著 / self-review materials. MFAT notes Apple China separately requires an ISBN before availability to Chinese users for paid/IAP games. Same ISBN family does not licence a creative to promise “install on the App Store” from a mini-game click, or the reverse.
Promise map (fill before trafficking)
| Creative promise | Belongs on WeChat mini-game? | Belongs on App Store China SKU? | Gate to verify |
|---|---|---|---|
| “Play instantly in WeChat / no install” | Yes, if mini-game is live | No | Mini-game release + category |
| “Download on the App Store” | No | Yes | Apple China listing + ISBN |
| “Buy gems / battle pass / VIP” (IAP) | Only after WeChat virtual-payment资质 | Only after Apple IAP + ISBN | WeChat 版号核发单 path; Apple ISBN gate |
| “Watch ads for rewards” (IAA) | Mini-game ad components / IAA policy | App ad mediation stack | Separate monetisation docs; do not swap |
| Soft-launch “same as global iOS” | Risky | Risky | China licensed build may differ in content |
| Deep link / end-card store icon | WeChat open capability | App Store product page | Wrong icon = broken session |
Operator checklist
- Label every ad set with product surface:
wechat-minigameorios-china-app(never “China” alone). - Attach the WeChat IAP资质 evidence (版号核发单 uploaded; virtual-payment conditions met) before IAP-led mini-game promises.
- Attach the Apple China ISBN evidence before App Store install promises.
- Storyboard the first 3 seconds against the actual first screen of that surface.
- Reject end-cards that show an App Store badge on a mini-game destination, or a WeChat QR/open path on an App Store-only campaign.
- Keep MMP / analytical event names separate per surface so “payers” from mini-game IAP are not reported as App Store IAP.
Limits
WeChat docs define资质 and payment opening; they do not score creative. MFAT does not review storyboards. This map is a trafficking discipline, not a performance forecast.
Research checked 20 September 2026. Local draft; human editorial review pending. No CMS write.
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