Data: 96% of studios now run a direct-to-consumer web store or plan to
A new survey reveals that 96% of game studios now operate or plan to launch a direct-to-consumer (D2C) web store, marking a decisive shift from cost-cutting tactics to core growth strategies.
Published by FastSpring and Omdia, the Annual State of D2C Game Monetisation Survey found that 59% of publishers already run their own stores, while 67% of non-adopters intend to launch one within 12 months. The primary drivers for this adoption are improved brand loyalty (66%) and access to first-party customer data (58%).
Recent regulatory rulings in the Epic vs Apple and Epic vs Google cases have significantly boosted confidence, with 95% of D2C users increasing their investment following these decisions. Publishers now generate between 10% and 29% of total revenue through direct channels, with 75% reporting an increase in this share over the last year.
FastSpring notes that studios are moving away from viewing D2C as a mere expense to avoid platform fees, instead treating it as a strategic move to own player relationships and lift overall profitability. As a result, 84% of respondents are meeting or exceeding their 2025 targets.
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