Data: 96% of studios now run a direct-to-consumer web store or plan to

A recent survey reveals that 96% of video game studios either currently operate a direct-to-consumer (D2C) web store or plan to establish one. FastSpring and Omdia conducted the Annual State of D2C Game Monetisation Survey, interviewing 110 senior management and executive-level respondents from April to June 2026. While 59% of publishers and studios already run a D2C store, the remaining 41% intend to launch one, with 67% aiming to do so within the next year.

The primary reasons for using a D2C platform are to enhance brand visibility and loyalty (66%), gain better access to first-party customer data and insights (58%), and maintain greater control over pricing and promotions (54%). With a 56% technical complexity barrier, recent regulatory changes have made 96% of respondents more confident in the future value of D2C.

These changes include the Epic vs Apple and Epic vs Google cases in the EU and US, enabling external payment options on iOS and Android, and affecting markets like Japan and Brazil.

As a result, 82% of respondents believe these changes positively influence the future value of D2C, and 96% feel at least some confidence in understanding the evolving legal landscape. After the Epic vs Apple ruling, 95% of D2C users increased their investment. Additionally, 88% of respondents plan to boost their investment in 2026, with 42% expecting a significant increase. These legal outcomes are prompting swift action among cautious developers.

Among non-adopters, 65% have set higher D2C targets for 2026 than last year, while 84% of respondents are meeting or exceeding their 2025 D2C targets. Studios and publishers utilizing D2C channels earn between 10% and 29% of their total revenue, with about one-third generating 20% or more. FastSpring concludes that studios and publishers are shifting their approach from cost-cutting tactics to a growth and ownership strategy by owning the player relationship and the data that accompanies it.