What $700M in DTC transactions reveals about what comes next

Over the past year, direct-to-consumer monetization in mobile games quietly crossed a line from side experiment to core piece of the monetization stack.

Regulatory changes cracked open app-to-web payments. Payment Links moved from edge case to mainstream. Web stores evolved from static checkout pages into full-fledged LiveOps surfaces. And for the first time, we could observe these changes at real scale, across regions, genres, and player types.

That’s why we built this report.

It’s based on nearly $700 million in annual DTC transactions, millions of checkout sessions, and observed player behavior across the U.S., Europe, and Asia.

What we saw surprised us in a few places. And in others, it confirmed something many teams had felt intuitively but couldn’t yet prove with data.

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Why this data matters now

DTC is no longer an experiment running alongside your core monetization stack. In 2025, it became infrastructure. Three things converged at once:

• Regulation opened new doors: App-to-web payment flows became viable at scale in the U.S., changing how players first encounter DTC.

• Player behavior caught up: Players didn’t just tolerate external payments - they adopted them quickly when the value was clear and friction was low.

• Web stores matured operationally: The best teams stopped treating web stores as “checkout pages” and started running them like live products.

The result is a DTC ecosystem that behaves very differently than it did even 12 months ago. And if you’re still relying on outdated assumptions about cannibalization, buyer intent, or repeat behavior, you’re likely leaving meaningful revenue on the table.

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A few things the data makes very clear

We won’t spoil the full report here. But a few findings are worth calling out.

1. Payment Links have become the strongest DTC entry point we’ve ever seen

In the U.S., 56% of players who used Payment Links were completely new to DTC. Not just new to web stores - new to any external purchase flow.

That’s important.

It tells us Payment Links aren’t just a cheaper alternative for existing spenders. They’re an acquisition layer for DTC itself, introducing new players into the ecosystem directly from the in-game moment of intent.

Even more interesting: about 25% of those Payment Link buyers later go on to make a first web store purchase. In other words, Payment Links don’t end the journey. They start it.

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2. Web stores are where value compounds, not just converts

Payment Links are effective at the top of the funnel.

Web stores dominate everywhere else.

Across the data, 97% of web store revenue came from repeat buyers, and the average web store purchase value in the U.S. was 3× higher than Payment Links.

But the most important insight isn’t AOV. It’s habit formation.

Once a player reaches their third web store purchase, churn effectively collapses. Across regions, repeat rates jump above ~84% and continue climbing. At that point, the web store stops being an “alternative" and becomes the default place to buy.

That’s a fundamentally different asset than an in-app transaction.

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3. Cannibalization fears don’t match reality

One of the most common concerns we hear is whether Payment Links eat into web store revenue.

In our data, we didn’t see that.

When Payment Links were added into the DTC stack, total DTC revenue increased incrementally over the following 30 days, with no evidence of web store decline. Different tools, different jobs. Payment Links introduce. Web stores compound.

Understanding that distinction is critical when planning your DTC roadmap .

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4. Payments are deeply local, and that matters more than ever

In the U.S., three payment methods (credit cards, Apple Pay, Google Pay) drive roughly 75% of web store revenue. That concentration makes optimization relatively straightforward.

Europe looks nothing like that.

No single method crosses even 30% share, and a meaningful portion of volume sits in country-specific methods that barely register at an aggregate level. Ignore those, and you don’t just lose conversion - you effectively switch off entire markets.

At scale, even single-digit payment shares translate into millions in annual volume. Payment coverage isn’t a UX nice-to-have. It’s a revenue decision.

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What this means heading into 2026

The headline takeaway from the report is simple:

DTC buyers behave like long-term assets, not one-off transactions.

That has implications for how teams should invest.

In the short term, Payment Links will continue to matter, even as fees, UX constraints, and platform policies evolve. They unlock immediate upside and introduce new players into DTC.

Longer term, web stores remain the most durable foundation. They sit outside platform billing, compound value through repeat behavior, and give publishers insulation against future policy shifts.

The teams that win in 2026 won’t be the ones chasing every new loophole. They’ll be the ones treating web stores as LiveOps products, pairing merchandising mechanics with strong go-to-market playbooks and owned distribution outside the app.

That’s the playbook the data points toward.

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Download the full report

This post only scratches the surface. The full report dives deeper into:

• How DTC buying habits form over time

• Why the third purchase is the real inflection point

• Regional differences in repeat behavior and purchase cadence

• What payment fragmentation means operationally

• How the DTC stack is likely to evolve over the next 12 months

👉 Download the full report here

If you’re responsible for monetization, payments, or DTC strategy in 2026, this is data you’ll want in front of you.

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