“The Future Couldn’t Be Brighter for D2C”: FastSpring’s Chip Thurston on Gaming’s Changing Platform Economy

Why It Matters

The shift to D2C reshapes mobile‑gaming monetisation, giving publishers higher margins and control over customer relationships, which could redraw the competitive landscape of the industry.

Key Takeaways

• Publishers' web stores generated record D2C revenue in 2025.
• Epic‑Apple ruling removed platform fees for D2C steering.
• Google settlement proposes split service and billing fees, adding complexity.
• Over 90% of web‑store purchases are repeat buyers within 30 days.

Pulse Analysis

The mobile‑gaming ecosystem has long been dominated by Apple’s App Store and Google Play, each taking a 30% commission on in‑app purchases. The landmark Epic versus Apple decision in April 2025 forced Apple to allow developers to direct users to external web stores without charging its fee, instantly making D2C channels more profitable. A follow‑up settlement with Google later that year introduced a nuanced fee structure that separates service and billing costs, signaling a broader regulatory push toward market openness. These rulings have catalyzed a rapid migration toward publisher‑owned storefronts, where revenue leakage to platform owners is dramatically reduced.

For publishers, the new environment creates both opportunity and operational challenge. Companies that pre‑emptively built web‑store infrastructure now enjoy record D2C revenue, while late adopters are scrambling to integrate alternative payment solutions. The emerging fee models, though more complex, provide clearer cost forecasts, allowing studios to allocate acquisition budgets with confidence. Moreover, owning the checkout experience enables richer data collection, personalized offers, and loyalty programs that were previously constrained by platform policies. As a result, developers can experiment with subscription tiers, bundled content, and cross‑promotion strategies that directly boost lifetime value.

Looking ahead, D2C is poised to become a cornerstone of mobile‑gaming business models. Repeat‑purchase metrics reveal that over 90% of web‑store transactions come from users who have bought within the past month, underscoring the potential for sustained engagement. Publishers can leverage this loyalty loop to introduce seasonal events, exclusive skins, and community‑driven content without surrendering a cut to Apple or Google. The upcoming Pocket Gamer Connects Barcelona conference will showcase these trends, offering a platform for industry leaders to share best practices and chart the next phase of a more open, fee‑flexible monetisation landscape.