adminOpinion by Adam Smart
Mobile game revenue measurement is becoming more difficult as publishers add web stores and alternative payment options alongside in-app purchases. That shift can offer players better value and help publishers retain more revenue, but it also makes store charts a less complete guide to a game’s performance. The debate over platform fees is therefore about more than costs: it highlights a growing gap between where players spend and what industry data captures.
Why mobile game revenue measurement is changing
Major publishers have increasingly added browser-based shops to their existing in-app purchase options. By directing purchases outside app stores, they can avoid platform fees of 15–30% and may offer players additional value. Regulatory changes in key markets have also required Apple and Google to allow links to third-party payment options, reducing barriers to payments beyond their stores.
The adoption figures suggest that web stores are no longer a small-scale experiment. An Appcharge analysis of Sensor Tower data found that 72% of top-grossing mobile games operate a web store. AppMagic reported that direct-to-consumer (D2C) and alternative payment revenue across games in the Americas grew 26% year over year in 2025; the top 100 titles grew D2C earnings by 38%.
Company disclosures point to the same trend. Stillfront Group said D2C accounted for 39% of net revenue in Q2 2025. Playtika reported a 25% share and set a target of 40%, while Huuuge Games increased its D2C share from 8% to 34% over two years. These figures are company-specific, but together they show why analysts need to look beyond app-store sales alone.
What store revenue charts leave out
RAID: Shadow Legends illustrates how a game’s reported store performance may not reflect all player spending. App-store revenue charts have shown a declining trend in the US, yet the game promotes a web store in-game. Its browser checkout can offer bonus currency or exclusive items, and players may see both a platform purchase and a web payment option when buying through the in-game store.
When a player completes a purchase on the web, that transaction does not appear in app-store charts. As a result, a decline in store revenue does not necessarily mean total player spending has fallen; some revenue may have shifted to another channel. Some studios have reported that D2C represents around 50–60% of their revenue, although that level should not be assumed to apply across the industry.
Practical takeaway: Treat store rankings as one indicator, not a complete revenue statement. When comparing games or assessing a trend, check whether the available figures include web-store and alternative-payment activity.
Why the measurement gap affects campaign decisions
Industry data providers have acknowledged that in-app purchases through Apple and Google do not show the whole picture. In a discussion with Sensor Tower’s Chief Strategy Officer, Anthony Bartolacci, the company’s view was that gaming in-app purchases through those platforms were slightly higher year over year. He also noted that D2C is becoming more significant and that the market needs clearer measures of its scale, the categories adopting it, and player behavior.
This matters to marketing teams as well as market analysts. A campaign may attract valuable players who later spend through a web store. If performance is judged only by in-app purchases, the campaign could appear less effective than it is. Revenue attribution that connects advertising exposure, in-game activity, and web transactions can provide a more complete view of campaign results and player lifetime value.
For a more useful assessment, publishers and analysts should clarify which revenue channels are included in a report, compare like-for-like time periods, and distinguish measured figures from estimates. Data providers also need broader coverage of D2C activity, while publishers can help by sharing a more complete account of performance.
Mobile game revenue measurement in a multi-channel market
Google’s fee reduction and Fortnite’s return to Google Play show that app platforms still matter for distribution. At the same time, publishers are building additional ways for players to pay, making revenue more distributed across channels. Decisions about fees, investment, and marketing need data that reflects this shift rather than relying on store charts alone.
Mobile game revenue measurement must account for both in-app purchases and off-store activity to better describe how the market is performing. Store charts remain useful, but they are only part of the picture. A shared, reliable view of revenue across channels will help the industry make more informed decisions as distribution and payment options continue to evolve.
