Mobile Game D2C Revenue Reaches $17 Billion as Adoption Spreads

Most mobile game publishers expect direct-to-consumer (D2C) revenue to grow in 2026, according to a report from Appcharge and the GDC Festival of Gaming. Even so, many say they still trail rivals in adopting direct sales, a sign the practice remains early in its spread across the industry.

The study estimates D2C generated $17 billion in 2025, or about 15% of the $113.3 billion global mobile in-app purchase (IAP) market. The figure draws on the survey results and Newzoo's 2025 mobile-market data.

The report is based on a survey of more than 1,200 game development professionals conducted from January to February 2026, with the analysis focused on 281 respondents. Of those, 130 were responsible for mobile game strategy and development, and 11% were directly involved in mobile games. It found that 92% of publishers expect D2C revenue to rise this year, including 41% who forecast double-digit growth and 18% who expect gains of 30% or more.

D2C strategy shifts from app store savings to player ownership

Across all respondents, D2C produced a median revenue increase of 15%, rising to 35% among leading adopters. More than three-quarters of publishers said the channel performs at least as well as app store channels, and nearly two-thirds of leading adopters reported stronger results from selling directly. Raising revenue was the main goal for 63% of respondents.

Adoption is uneven, however. Some 62% of publishers said they were behind rivals on D2C, while only 14% called themselves innovators and 25% said their operations were scaling or mature. Even after app store policies changed in the wake of the Epic Games vs Apple ruling in April 2025, 52% said they hadn't made major strategic shifts. Only 25% reported higher investment in direct channels since the policy changes.

Appcharge said publishers increasingly value first-party data, better retention, direct player relationships, sharper targeting and pricing control over simply cutting app store fees. Separately, PocketGamer.biz reported that D2C sales hit record levels in the fourth quarter.

Maor Sason, Appcharge's chief executive and co-founder, said the biggest change is that publishers are gaining "direct access to data" and more control over their businesses. The report found 83% of companies assign D2C responsibility to director-level leaders or above, and 43% place it at the C-suite level. It flagged AI-driven player experiences, subscription models and cross-platform D2C as emerging priorities.

The report also noted the global consumer-app IAP market reached $190 billion in 2025 and is forecast to reach $290 billion by 2030.