The Ledger #24: Closing Out 2025's Platform Moves

The last Ledger of the year, closing out 2025's platform moves before attention turns fully to Q1.

Japan's Act takes effect

Japan's Mobile Software Competition Act reached full effect on December 18. Apple and Google must now open alternative app stores and payment options in Japan, which makes it the third major jurisdiction with obligations of this kind live, after the EU's DMA and the US Epic-driven remedies. What it means for buyers: expect a slow uptake curve rather than any immediate shift in Japan purchase flows; EU web shop adoption built gradually after March 2024, and there's no reason to expect Japan to move faster.

Year-end vendor notes

Two vendor updates landed this month. Unity kept expanding Vector's partner integrations through December. Mintegral published its Q4 benchmark update, and both arrived while most teams are already deep into 2026 planning rather than mid-review, which is a poor moment for a benchmark to ask for anyone's attention. Neither changes an active campaign's mechanics today. What it means for buyers: file both against your Q1 vendor review rather than acting on them this week.

Privacy Sandbox dates firm up

Google has confirmed 2026 retirement dates for its remaining Privacy Sandbox APIs, following October's UK CMA release from its earlier commitments and the broader API retirement Google flagged at that point, so none of this arrives as a surprise; it simply closes the question. What it means for buyers: any measurement plan still hedging on Privacy Sandbox as a cookie alternative can stand down, since the infrastructure underneath it is now on a confirmed wind-down path rather than a pause.

Google and Epic float a settlement, again

Google and Epic proposed a settlement on November 4 and 5. It would cut Play Store fees to a range of 9% to 20% and require rival app stores to register globally, but Judge Donato voiced scepticism at the hearing and the resolution has slipped into 2026. A proposal a judge has already questioned isn't a change in terms. What it means for buyers: keep budgeting against today's Play Store fees and store registration rules, because nothing moves on the strength of a settlement no judge has approved.

The holiday chart wrap, closing out 2025's platform moves

Monopoly GO!, Royal Match and Coin Master closed the year in the same top chart positions they held through most of Q4; so did Whiteout Survival and Last War. Hybrid-casual and puzzle led the download and ad spend trackers into the new year again. No surprises there. What it means for buyers: 2026 opens with the same competitive set 2025 closed with, so budget the first weeks of January against current CPMs rather than an assumed post-holiday lull.