Direct sales in mobile games bypassing the App Store and Google Play have reached $17 billion

Mobile game publishers increasingly resist sharing revenue with platform owners.

The mobile market is shifting following the legal battle between Epic Games and Apple. A joint study by Appcharge and the organizers of the GDC Festival of Gaming shows that direct-to-consumer sales—bypassing the App Store and Google Play—have reached $17 billion.

Direct sales now account for about 15% of the $113.3 billion global mobile in-app purchase market, according to Newzoo data. The trend shows no signs of slowing down. 92% of publishers expect growth in direct revenue by 2026. Within that group, 41% anticipate double-digit gains and 18% expect an increase exceeding 30%.

Alternative payment methods show strong results. Companies focusing on direct-to-consumer strategies saw a median revenue growth of 35%, compared to the industry average of 15%. Furthermore, 77% of publishers report that direct channels perform at least as well as traditional app stores, and 63% of market leaders state that direct sales are already outperforming them.

Appcharge CEO Maor Sasson noted that saving on Apple and Google fees is no longer the primary goal for publishers. He believes direct sales will become the industry standard for successful titles in the coming years.

Platform owners are adapting to this shift. Google is adjusting its Play Store commission policies to remain competitive. The company maintains favorable terms for small studios and introduces flexible rates for large publishers to keep Google Play Billing more attractive than proprietary direct-to-consumer platforms.