AppCharge estimates the direct-to-consumer market's current value at approximately $17 billion

According to a recent study, expenditures from consumers directly on mobile platforms are projected to reach approximately $17 billion by 2025. This is drawn from findings by AppCharge, highlighting that direct-to-consumer (DTC) spending has led to a 15% median revenue boost among companies surveyed. When aligned with Newzoo’s expectation of $113.3 billion in in-app purchases for 2025, the DTC contribution is estimated at that $17 billion mark.

Within the gaming sector, there is a notable interest in DTC strategies. Currently, 42% of companies are exploring these avenues, with 16% conducting trials, and 12% working on expanding their DTC initiatives. This shift is relatively new, as 73% of these businesses feel at least "somewhat confident" in their grasp of this market segment.

Revenue generation from DTC for the respondents shows variety: 45% see less than 10% of their income from these channels, 17% between 10% to 29%, and 10% obtain 30% to 49%. Meanwhile, 9% report earning 50% to 69%, 8% gain 70% to 89%, and a notable 11% derive over 90% of their revenue from DTC.

Growth in this area presents a mixed outlook. Projections by AppMagic predict a 26% increase in DTC spending in the U.S. within the coming year alone. Notably, Monopoly Go has generated 30% of its latest revenue from DTC, a significant surge compared to mid-2025.

Regarding expectations for their DTC revenue, 25% of firms believe it will remain steady, with 8% anticipating a reduction. Meanwhile, 11% foresee a marginal increase of less than 5%, whereas 18% expect a growth of 18% in their DTC revenue.

The primary driver for engaging in DTC, as cited by 63% of respondents, is the direct consumer engagement it facilitates. Additionally, 53% emphasize the goal of creating direct relationships with players, while 45% are focused on enhancing monetization opportunities.

Challenges persist in this segment, with 50% viewing consumer awareness of their DTC offerings as the main obstacle. Further, 41% face player acquisition hurdles, and 36% encounter difficulties in scaling their operations.

CEO and co-founder of AppCharge, Maor Sason, remarked that studios are evolving beyond simply developing online stores, as they recruit for roles that were non-existent two years ago and adapt to new demands not posed by traditional app store models. Early market entrants are not only leading in revenue terms but also boast better player retention and deeper insights into their consumers, allowing greater strategic direction for their businesses. Sason envisions a future where DTC becomes the standard model for success in the gaming industry, with major studios possibly generating more than half of their income through direct consumer transactions.

Earlier this year, AppCharge described DTC as a fundamental new revenue system for developers.