Government Support for Software, Digital Games, and Mobile Apps: Advertising, Promotion, and Marketing Subsidies

If you are a software developer, mobile app founder, or gaming studio looking to expand abroad, Turkey offers a unique government-backed financial support program. This scheme is designed to help digital companies promote their products internationally through advertising, promotion, and marketing subsidies.

In this article, we will break down:

• Which expenses are eligible for support

• The financial limits and percentages

• Conditions and restrictions you need to know

• How to apply and what documents are required

1. What Expenses Are Supported?

The subsidy program applies to the international promotion of:

• Software

• Digital games

• Mobile applications

• Digital intermediation and service platforms

Support Rate and Limits

• 60% of eligible expenses are covered.

• Each company can promote up to 10 products per year.

• For the first 3 products, support goes up to 10 million TL annually (per product).

• For the next 7 products, support is capped at 1.2 million TL annually (per product).

2. Eligible Advertising and Marketing Costs

Social Media & Search Engine Ads

• Design, updates, content, and management costs are covered up to 10,000 TL per month.

• Only sponsored/boosted ads qualify.

• To receive support, companies must show consistent promotional activity on the platform.

Catalogs, Brochures, and Promotional Materials

• Supported if actually used in events or campaigns.

• Support amounts:

  • 50,000 TL per event (company level)

  • 200,000 TL per event (cooperation organizations/consortiums)

Language Usage Rule

• If both foreign languages and Turkish are used, support is calculated on 50% of the expense.

3. Expenses That Are Not Supported

Some costs fall outside the scope:

• Travel and accommodation expenses for promotion.

• Shipping costs of promotional materials.

• Domestic-only advertising campaigns.

• Ads published in Turkish-only media abroad.

• SEO services (Search Engine Optimization).

• Pretending to be a foreign-based company on websites/social media.

• Ads placed via third-party accounts not belonging to the company.

• Pre-transfer expenses for acquired products or brands.

• Ads made by affiliated/related companies or shareholders.

• Payments with post-dated checks or personal credit cards.

• Websites showing only foreign company details (domestic info must also be present).

4. Conditions for Benefiting from the Support

Company Eligibility

• Must be at least 1 year old.

• A company can benefit from the subsidy for up to 5 years.

• Each product has its own 5-year support limit.

• Change of ownership does not reset the support period.

Activity Requirements

• Campaigns must:

  • Reach the right target audience

  • Be conducted in a relevant medium

  • Use effective communication methods

• Brands must belong to the applicant (foreign registration not mandatory).

5. Application & Documentation

Applications are submitted via KEP (Registered Electronic Mail) to the Service Exporters Association (HİB) with Annex-31 application documents.

Key Documentation Requirements

1. Application Form & Petition (with contact details).

2. Invoices (issued in the company’s name, clearly describing the service).

3. Proof of Payment (bank-certified receipts/statements).

4. Contracts (must include service details and fees).

5. Promotional Samples (catalogs, brochures, event visuals).

6. Expense Information Form (mandatory for all).

7. Additional Information may be requested during review.

⚠️ Important: All documents must be complete, accurate, and e-signed. Missing or inconsistent records risk rejection.

6. Why This Matters for Tech Startups and Game Studios

This support scheme is not just a subsidy—it’s a strategic growth tool. With advertising and promotion being one of the highest expenses for digital businesses, covering 60% of the cost makes global scaling more affordable.

For companies competing in crowded markets like gaming, mobile apps, and SaaS, this program provides:

• Stronger international presence

• Reduced marketing costs

• A longer runway for growth

Final Thoughts

Turkey’s Advertising, Promotion, and Marketing Support for software, mobile apps, and digital games offers one of the most practical funding opportunities for companies aiming to scale internationally.

The program is generous but also highly regulated. Success depends on proper documentation, compliance with the rules, and strategic campaign planning.

📌 Reach us

If your company is planning to promote a mobile app, digital game, or SaaS product abroad, we can help you:

• Structure your application

• Ensure eligibility of your expenses

• Prepare and submit complete documentation

• Maximize your subsidy claims

👉 Contact us today to build the right structure and start benefiting from government-backed marketing support.

info@ozmconsultancy.com