Data shows that 96% of studios currently operate or intend to launch a direct-to-consumer online store

A recent survey indicates that nearly every game studio either currently operates a direct-to-consumer (D2C) web store or intends to do so in the future.

The survey, titled the Annual State of D2C Game Monetisation Survey, was released by FastSpring in collaboration with Omdia. It reveals that 59% of game publishers and studios have established a D2C store.

Among the remaining 41% without a D2C store, 91% plan to launch one, with 67% aiming to do so within the next year.

This study collected responses from 110 senior management and executive-level professionals from April to June 2026.

The adoption of D2C platforms showed a slight increase from 57% last year to 59% this year. Notably, the number of non-users planning to launch a D2C platform within 12 months rose from 60% last year to 67% this year.

Key motivations for using a D2C system include enhancing brand visibility and loyalty (66%) and obtaining better access to customer data and insights (58%).

Additional reasons include the ability to control pricing and promotions more effectively (54%), achieving higher profit margins (52%), and building direct relationships with players (51%).

Technical complexity is the main obstacle for launching a D2C store, cited by 56% of respondents, a decrease from 67% the previous year. Other concerns are "damaging relationships" with companies like Apple and Google (51%) and fears of legal or regulatory issues (47%).

Regulatory shifts, highlighted by cases like Epic vs Apple and Epic vs Google in the EU and US, have introduced new payment options for iOS and Android, impacting markets such as Japan and Brazil.

According to 82% of participants, these regulatory changes have boosted confidence in the future potential of D2C, while 96% feel at least somewhat assured about understanding the evolving legal environment.

Following last year's Epic vs Apple decision, 95% of D2C users boosted their investment. After Google reduced Play Store fees, 88% plan further investment in 2026, with 42% anticipating significant increases, up from 33% last year.

FastSpring stated, "These legal rulings are triggering quick responses among previously cautious developers." Currently, 93% of non-adopters find the recent court decisions encouraging for adopting a D2C store; only 6.7% remain unchanged by the rulings.

For publishers and studios using D2C channels, revenues from these platforms contribute between 10% and 29% of their overall earnings, with around one-third generating 20% or more.

"75% of D2C operators reported an increase in their revenue share from direct channels over the past year, with very few experiencing a decline."

84% of respondents stated they are "meeting or surpassing their 2025 D2C goals," with 66% surpassing expectations. Consequently, 65% have set more ambitious D2C goals for 2026 compared to last year.

Last year, 49% of non-adopters doubted D2C's revenue potential, a figure that has decreased to 38% this year.

FastSpring highlights that studios and publishers are opting for D2C strategies to "control the player relationship and the data that comes with it," transitioning the approach from "cost savings to a strategy for growth and ownership."

By strategically directing player actions and managing platform fees, studios and publishers can boost overall profitability rather than merely avoiding commissions.