adminThe mobile game DTC market generated an estimated $17 billion in spending during 2025, according to research from Appcharge and GDC. Direct-to-consumer (DTC) sales let game companies sell to players through channels they operate themselves, rather than relying only on in-app purchases processed through app stores. The figures suggest DTC is becoming a meaningful part of mobile game monetisation, although adoption and revenue vary widely between companies.
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Mobile game DTC market: size and adoption
The report puts 2025 mobile DTC spending at 15% of the $113.3 billion Newzoo estimate for in-app sales, equivalent to approximately $17 billion. These figures are estimates, so they should be understood as an indication of market scale rather than a precise accounting of every transaction.
Many games companies are still assessing how DTC could fit into their business. In the survey, 42% of respondents said they were exploring it, 16% were testing the approach and 12% were expanding their DTC operations. Overall, 73% described themselves as at least somewhat confident in their understanding of the sector.
For studios considering the channel, the range of adoption levels is a useful reminder to evaluate DTC against their own audience, resources and business goals. Exploring or testing a sales channel does not necessarily mean it will become a major source of revenue.
How much revenue do game companies earn from DTC?
Survey responses show that DTC contributes very different amounts to companies’ overall revenue. Some 45% of respondents said it accounted for less than 10% of their revenue, while 17% reported a share of 10% to 29%. Another 10% said DTC made up 30% to 49%, and 9% reported 50% to 69%.
At the higher end, 8% of respondents said DTC generated 70% to 89% of revenue, while 11% reported a share above 90%. These results indicate that DTC can be either a supplementary channel or a central part of a company’s sales mix, depending on the business.
Growth forecasts and reasons for adopting DTC
Expectations for future growth are mixed. AppMagic forecasts that DTC spending in the United States will rise by 26% year over year. It also reported that 30% of Monopoly Go’s recent revenue came from DTC, a share described as several times lower in the middle of 2025.
Among survey participants, 25% expected their DTC revenue to remain flat and 8% anticipated a decline. A further 11% forecast growth of less than 5%, while 18% expected their DTC revenue to rise by 18%. These differing outlooks suggest that growth is not guaranteed for every publisher.
Increasing revenue was the main reason for adopting DTC for 63% of respondents. Building a direct relationship with players was cited by 53%, while 45% wanted to improve monetisation opportunities. For players, a direct channel may offer another way to engage with a game’s offers; companies, meanwhile, can use it to build a closer connection with their audience.
Challenges for direct-to-consumer gaming
Making players aware of a DTC business was the leading challenge, identified by 50% of respondents. Player acquisition was cited by 41%, and 36% pointed to the difficulty of scaling operations. These figures show that setting up a store is only one part of the work: companies also need to reach players and support the operation over time.
Appcharge CEO and co-founder Maor Sason said studios are taking on broader organisational changes as they develop DTC businesses, including hiring for new roles and rethinking their operating models. He added that publishers that committed early can gain revenue advantages, understand players better and have more control over future business decisions.
Sason also said: “In a few years, we won’t think of DTC as an alternative. It will simply be how the most successful games operate, with large studios generating 50%+ of their revenue by selling directly to their players.” Earlier in the year, Appcharge described DTC as a “core new revenue system” for developers.
What the $17bn mobile game DTC market means
The estimated $17 billion mobile game DTC market shows that direct sales are already significant, but the survey points to a range of results and expectations. Companies assessing DTC should consider both its potential contribution and practical hurdles, including player awareness, acquisition and the resources needed to scale. For studios, the clearest takeaway is to treat DTC as a business channel that requires planning—not simply as an additional storefront.
