According to recent data, 96% of studios currently operate a direct-to-consumer web store or intend to do so

According to a recent survey, nearly all game studios either manage a direct-to-consumer (D2C) online store or have plans to establish one.

The Annual State of D2C Game Monetisation Survey, compiled by FastSpring and Omdia, reveals that 59% of game developers and publishers currently operate D2C stores.

Among those not yet managing a D2C store, 91% intend to launch one, and 67% plan to do so within the next year.

Data was gathered from 110 senior management and executive-level participants by FastSpring and Omdia between April and June 2026.

The survey indicates a slight rise in D2C adoption, increasing from 57% to 59% this year. Notably, the percentage of those planning a launch within 12 months rose from 60% to 67% compared to last year.

Top motivations for using a D2C platform include boosting brand awareness and customer loyalty (66%), along with improved access to customer information and insights (58%).

Other motivations cited are enhanced control over pricing strategies (54%), higher profit margins (52%), and fostering direct relations with users (51%).

The main obstacle remains technical complexity (56%), though this is down from 67% the previous year. Other apprehensions include potential strains with Apple and Google (51%) and legal or regulatory uncertainties (47%).

Regulatory shifts, such as the outcomes of the Epic vs Apple and Epic vs Google cases, have enabled alternative payment methods on iOS and Android devices. These changes also extend to nations like Japan and Brazil.

82% of those surveyed reported that these regulatory changes had bolstered their optimism in the future potential of D2C; 96% expressed confidence in comprehending the evolving legal environment.

Following Google's reduction of Play Store fees this year, 88% of respondents are planning to increase their 2026 investments, with 42% considering a significant increase, up from 33% the previous year.

"These judicial outcomes are driving immediate changes among developers who were previously hesitant," stated FastSpring. "Currently, 93% of non-adopters report that recent legal decisions have motivated them to adopt a D2C platform, while just 6.7% indicate no impact."

Entities using D2C channels account for between 10% and 29% of their overall income through these means, with around one-third reporting 20% or more.

"Three-quarters of D2C operators have seen their revenue share from direct channels rise over the past year, with only a minor segment noting a decline."

A total of 84% are achieving or surpassing their D2C goals for 2025, with 66% exceeding these targets, prompting 65% to establish higher targets for 2026 compared to last year.

"Previously, 49% of non-adopters were skeptical about D2C's revenue-generating potential; this year, skepticism has reduced to 38%."

FastSpring highlights that studios and publishers are leveraging D2C to "control player interactions and the associated data," transforming the platform from merely a cost-saving measure to a strategic growth tool.

"By guiding players strategically, companies can increase the revenue share through direct channels while managing platform fees thoughtfully, potentially boosting overall profitability rather than merely avoiding losses."