The nice thing about HTML5/JS games is that if someone hears about your game on a website or through word-of-mouth, they can immediately start playing it just b

The nice thing about HTML5/JS games is that if someone hears about your game on a website or through word-of-mouth, they can immediately start playing it just by clicking a link. Not much additional thinking is required other than "go to this site on your phone to play." The type of consumers who wouldn't be able to figure this out are more geared toward casual games. If you are catering to casual gamers then I somewhat agree that you are forced to be complicit with the app store publishing model. However, more serious gamers are more understanding and are willing to go through minor hurdles, such as using their phone's web browser, as long as you are offering them a more serious game experience.