Gaming industry shifts toward direct-to-consumer monetization

A new survey by FastSpring and Omdia reveals a significant shift toward direct-to-consumer (D2C) monetization within the gaming industry. According to the Annual State of D2C Game Monetisation Survey, 59% of game publishers and studios currently operate a D2C store. Of the remaining 41%, 91% plan to launch one, with 67% intending to do so within the next 12 months.

Key drivers for adopting D2C models include improving brand visibility and loyalty (66%), gaining access to first-party customer data (58%), and achieving higher profit margins (52%). While technical complexity remains a primary barrier for 56% of respondents, this figure has decreased from 67% the previous year.

Regulatory developments, specifically legal rulings involving Epic Games, Apple, and Google in the US and EU, have played a critical role in this transition. These changes have enabled external payment options on iOS and Android, impacting markets including Japan and Brazil. The report notes that 82% of respondents feel more confident in the future value of D2C due to these shifting legal landscapes.