Direct-to-Consumer Mobile Game Payments Reach $170 Billion, 15% of Global IAP Market

A survey conducted in early 2026 by GDC Festival of Gaming and Appcharge found that direct-to-consumer (DTC) payment revenue in mobile games has reached approximately $170 billion, representing about 15% of the global mobile game in-app purchase (IAP) market. This indicates that DTC payments have become a significant component of the mobile game monetization system, rather than a niche channel explored by a few developers.

The survey also showed that 62% of developers believe they are lagging behind peers in DTC deployment, while only 14% consider themselves innovators. 25% of respondents reported that their DTC operations have entered a scaling or mature phase. In terms of revenue performance, the median revenue increase from DTC payments across the sample was 15%, while for leading adopters this figure reached 35%. Over three-quarters of surveyed developers indicated that DTC monetization performs at least as well as app store channels, and 63% of top adopters rated DTC performance as superior.

Developers' objectives for DTC deployment have expanded from reducing channel costs to broader user engagement. The survey found that 63% of respondents list increasing revenue as a core goal, 53% aim to build direct relationships with players through DTC, 45% seek to improve overall monetization performance, and 40% wish to reduce dependence on app stores. In specific cases, Supercell's Clash of Clans official web store, launched in 2021, has gradually added features including free passes and alternative payment methods, and currently offers purchase points, pass stamps, and store-exclusive promotions. PUBG Mobile's official top-up platform Midasbuy provides UC purchases and has established a VIP system, granting users additional UC rewards based on tier, along with limited-time purchase bonus events.

Revenue disparities in DTC payments are significant. Leading adopters report a median DTC revenue share of 35%, while late adopters report only 5%. Related survey data shows that player awareness and user acquisition are the primary challenges in scaling DTC, cited by 50% and 41% of surveyed developers, respectively. Developers are addressing these challenges through three approaches: in-game reach, out-of-game user engagement, and consumption habit cultivation. This includes setting up in-game entry points, event prompts, store-exclusive bundles, as well as leveraging email, communities, social media, and content creators to deliver information, and encouraging repeat visits through points, membership benefits, and exclusive content.