adminD2C game stores are becoming a common part of studios’ monetisation plans. A survey from FastSpring and Omdia found that 59% of responding publishers and studios already operate a direct-to-consumer store, while most of those without one expect to launch. Taken together, the findings suggest that around 96% either have a store or plan to establish one.
Image credit: FastSpring
D2C game stores: adoption and launch plans
The Annual State of D2C Game Monetisation Survey gathered responses from 110 senior management and executive-level professionals between April and June 2026. Among respondents, current store adoption rose from 57% last year to 59% this year.
Of the 41% not currently operating a D2C store, 91% said they plan to launch one. Two-thirds of those prospective adopters—67%—intend to do so within the next 12 months. That share is up from 60% of non-adopters who expected to launch within a year in the previous survey.
For studios assessing the findings, the distinction between current users and planned adopters matters: the headline figure includes both groups, rather than indicating that 96% already have a live store.
Why studios are investing in direct sales
Respondents cited several reasons for using a D2C platform. The most frequently selected motivations were improving brand visibility and player loyalty (66%) and gaining better access to first-party customer data and insights (58%).
- Pricing and promotions: 54% valued greater control.
- Profit margins: 52% cited the potential for higher margins.
- Player relationships: 51% wanted to build a more direct connection with players.
These goals point to more than a payment channel. Direct sales can give publishers a closer view of their customers and more flexibility over offers. Studios should still consider the technical work involved and how a new channel fits alongside existing distribution platforms.
Regulatory changes and remaining concerns
Technical complexity remains the most commonly reported barrier to launching a D2C store, cited by 56% of respondents. That is lower than last year’s 67%. Other concerns include the possibility of damaging relationships with Apple and Google (51%) and legal or regulatory uncertainty (47%).
Regulatory developments, including the Epic versus Apple and Epic versus Google cases in the EU and US, have enabled external payment options on iOS and Android. The survey also notes effects in markets such as Japan and Brazil. Because rules and platform arrangements can differ by market, publishers considering direct payments should review the requirements relevant to each location.
In the survey, 82% said recent changes made them more confident in D2C’s future value. A further 96% reported at least some confidence in their understanding of the changing legal landscape. FastSpring also reported that 93% of non-adopters had become more likely to adopt a D2C web store following recent court decisions; 6.7% said the rulings had changed nothing.
Revenue contribution and 2026 investment plans
Publishers and studios with D2C platforms reported that these channels account for between 10% and 29% of total revenue. About one-third said direct channels generated at least 20% of their revenue. Over the previous 12 months, 75% of D2C operators saw their share of revenue from direct channels increase, while only a small minority reported a decline.
Survey results also indicate continued investment. Eighty-four percent of respondents said they were meeting or exceeding their 2025 D2C target, and 66% said they had exceeded it. As a result, 65% set higher D2C targets for 2026 than they had the year before.
Following the Epic versus Apple ruling the previous year, 95% of D2C users increased their investment. After Google announced a reduction in Play Store fees in 2026, 88% of respondents planned to increase investment that year, including 42% who intended to increase it significantly. The comparable share planning a significant increase last year was 33%.
FastSpring said that 49% of non-adopters had doubted D2C could generate significant revenue last year; this year, that figure had fallen to 38%. The company described the shift as a move from using direct sales mainly to reduce costs toward a broader strategy centred on growth, player relationships and control of customer data.
What the findings mean for studios
The survey suggests that D2C game stores are gaining traction as studios look for additional revenue opportunities and stronger direct relationships with players. However, the figures reflect the views of 110 senior industry respondents, not every game publisher. Studios weighing a launch can use the results as a signal of industry direction, then assess implementation needs, platform relationships, regional rules and realistic revenue targets for their own games.
