Direct-to-consumer (DTC) monetization has rapidly transitioned from an experimental strategy to a core, scalable revenue system within the gaming industry. New data from Appcharge, a mobile monetization platform, highlights this significant shift, estimating that top mobile publishers globally are collectively losing approximately $41 million daily to traditional app store fees, rather than leveraging DTC channels.
This insight, based on an analysis of over $700 million in live transaction data, underscores a critical inflection point for game developers and publishers. The report, initially covered by GamesIndustry.biz, points to 2025 as the year when app-to-web payments, web stores, and alternative distribution solidified their role as repeatable revenue engines.
Publishers are increasingly recognizing the strategic advantage of owning the player relationship and transaction process. This move allows for greater control over pricing, promotions, and data, while also insulating them from the fluctuating policies and fees imposed by platform holders.
The financial imperative for direct engagement
The primary driver behind the acceleration of direct-to-consumer transactions is the substantial financial burden of app store fees. With platform providers typically levying a 30% commission on in-app purchases, publishers face immense pressure on their margins. Appcharge’s analysis suggests that web stores offer the most durable DTC foundation, as they operate entirely outside these billing systems.
This independence from app store billing not only mitigates current fee impacts but also provides a safeguard against future changes in platform policies. While external payment options can incur their own processing fees, these are often significantly lower and more negotiable than the standard 30% charged by major app stores. A recent US appeals court ruling, which allowed Apple to charge a “reasonable fee” for external payments to cover user security and privacy costs, further highlights the complex landscape publishers navigate.
The efficacy of DTC channels extends beyond cost savings. Appcharge’s data indicates that more than half of US players making purchases via app-to-web stores were new to the direct system, showcasing its potential for customer acquisition. Furthermore, a remarkable 97% of web store revenue originates from repeat buyers, demonstrating the strong loyalty and recurring value generated by these direct relationships.
Web stores and alternative distribution gain traction
The success of alternative distribution models provides compelling evidence for the viability of DTC. The Epic Games Store on Android and iOS, for instance, has amassed over 40 million downloads since its launch in 2024, proving that players are willing to engage with platforms outside the traditional app store ecosystem.
Maor Sason, CEO of Appcharge, articulated this shift, stating: “Our data shows that 2025 was the inflection point where app-to-web payments, web stores, and alternative distribution moved from edge cases to scalable, repeatable revenue engines.” He further emphasized the foundational role of web stores, noting: “While Payment Links open the door, web stores build the house.”
Winning publishers treat their web stores as “LiveOps products,” according to Sason. This means continuous optimization, personalization based on player behavior, and deep integration into the overall game experience. This approach fosters a more engaging and profitable ecosystem, allowing publishers to adapt quickly to market demands and player preferences.
The transition to direct-to-consumer transactions represents a strategic reorientation for the gaming industry, moving towards greater publisher autonomy and enhanced player engagement. By embracing web stores and alternative distribution, companies can reclaim significant revenue, cultivate stronger community ties, and build more resilient business models independent of third-party platform control. The industry’s future appears firmly rooted in these direct, scalable revenue pathways.
