Data: 96% of studios now run a direct-to-consumer web store or plan to
Nearly all game studios now operate or plan to launch a direct-to-consumer (D2C) web store, according to a new industry survey. The Annual State of D2C Game Monetisation Survey, conducted by FastSpring and Omdia among 110 senior executives between April and June 2026, found that 59% of publishers and studios currently run a D2C store. Of the remaining 41%, 91% plan to launch one, bringing the total adoption rate to 96%.
The timeline for new launches is aggressive: 67% of non-adopters intend to establish their D2C store within 12 months. Year-over-year, D2C adoption has grown modestly from 57% in 2025 to 59% in 2026.
A significant finding is that 82% of developers report recent regulatory changes have increased their confidence in the long-term value of direct-to-consumer distribution. This suggests industry stakeholders view recent app store policy shifts and platform changes as favorable to independent monetization strategies. The widespread shift toward D2C reflects the industry’s broader effort to reduce dependency on platform intermediaries, building direct player relationships while maintaining greater control over pricing, customer data, and revenue retention.