In a few years, we won’t think of DTC as an alternative. It will simply be how the most successful games operate
New research indicates that direct-to-consumer (DTC) spending on mobile reached approximately $17 billion in 2025. This figure represents 15% of the $113.3 billion estimated by Newzoo for in-app sales during the same year. The majority of games industry respondents are currently exploring DTC, with 42% of companies involved, 16% testing the concept, and 12% scaling up their DTC business. A significant 73% express at least some confidence in their understanding of this market segment.
Regarding revenue distribution, 45% of respondents generate less than 10% of their revenue from DTC, while 17% earn between 10% and 29%. Additionally, 10% make 30-49%, 9% make 50-69%, 8% make 70-89%, and 11% make over 90% from DTC. Growth projections vary, with AppMagic forecasting a 26% year-on-year increase in DTC spending in the United States. Notably, 30% of Monopoly Go's recent revenue is attributed to DTC, a significant rise from previous figures.
Respondents anticipate different trajectories for their DTC revenue, with 25% expecting it to remain steady, 8% predicting a decline, 11% foreseeing a sub-5% increase, and 18% projecting an 18% rise. The primary motivations for adopting DTC include revenue growth, direct player relationships, and enhanced monetization opportunities. Challenges identified by respondents include player awareness, acquisition, and operational scalability.
