After overcoming recent hurdles, the gaming industry is poised for growth through innovative DTC strategies. In this episode of Expert Insights, Gil Tov Ly shares his perspective on how DTC strategies are transforming game distribution and monetization, from the rise of webshops to emerging models like real-time offers and direct APK distribution.
Why DTC Strategies Are Reshaping Game Monetization
A growing number of studios are stepping away from traditional app stores to avoid steep platform fees and to take back control of how they reach and monetize their players. For Gil Tov Ly, CMO at Appcharge, this marks a major strategic pivot: “It’s not just about avoiding the 30% fee—it’s about having more control over distribution,” he explains.
The direct-to-consumer (DTC) movement has gained serious momentum over the past year, especially in the wake of the Apple vs. Epic ruling, which gave developers greater freedom to guide users toward external payment options. That legal shift cracked the door open, but what’s followed is a flood of innovation.
Leading the way are platforms like Appcharge, helping studios implement these systems with scalable infrastructure and developer-first tooling. “These new DTC approaches don’t just mean increased revenue—they also provide crucial player data, enabling developers to optimize engagement and build a sustainable player loyalty,” says Gil.
Webshops Were Just the Beginning: The Next Generation of DTC in Gaming
As players become more accustomed to cross-platform experiences, webshops are evolving into full-featured hubs for community, content, and live operations. Gil explains: “If you’re already playing on multiple devices, why not buy from multiple places too? Players can log into a webshop from their browser, buy what they need, and have it instantly available on mobile, PC, or console.”
Modern webshops now provide far more than purchases. Developers are using them to push game updates, share exclusive content, run community polls, and even integrate features like matchmaking or team creation.
“Developers don’t just want a store—they want a central space where players can check for updates, join events, and interact with the community. Instead of directing players to five different places, you give them one entry point—the webshop.”
Gil Tov Ly, Appcharge
And even that’s evolving. As Gil mentioned ahead of his Pocket Gamer Connects talk in Barcelona, “Web stores were just the beginning. The new generation of DTC now also revolves around real-time offers, link-out strategies, and even direct APK distribution.” What used to be simple transactional storefronts are becoming deeply integrated layers of the player experience.
This evolution reflects a broader shift toward DTC thinking, where engagement and retention are just as important as conversion, and where flexibility and speed are becoming essential to stay ahead.
Appcharge is the leading DTC platform for game publishers to scale paying user growth. With their new Payment Links, your iOS game can now accept payments outside of Apple’s system, linking players to offers, securely processing payments, and instantly returning them to the game with their items waiting.
Strategic Outsourcing to Reduce Costs and Attract Investors
Despite the industry's optimism, challenges remain, especially in the form of rising UA costs and ongoing economic volatility. Gil suggests studios can navigate these challenges successfully through strategic outsourcing.
"By shifting non-core functions to external tooling, studios can drastically lower their operational costs and accelerate development," Gil explains. He emphasizes that this approach aligns perfectly with investor preferences, pointing out that "today’s investors strongly favor teams leveraging external solutions. These studios typically benefit from reduced burn rates, quicker game launches, and greater overall profitability."
TL;DR, outsourcing saves money and positions studios attractively in a competitive funding landscape, making them more likely to secure crucial investments and build for sustainable scale.
Web Gaming’s Exciting Comeback
One of the most intriguing developments Gil points to is the resurgence of the web as a viable gaming platform. After years of dormancy, modern technologies like WebGL and enhanced HTML5 capabilities are ushering in a powerful revival.
"Web distribution hasn't been considered seriously for nearly a decade," Gil reflects. "But today, thanks to these technological advances, it's back. Imagine playable ads not restricted by current limitations, fully rendered game experiences players can enjoy instantly before downloading. That’s incredibly exciting."
While the potential of web gaming still needs to be fully realized, Gil believes its return opens fascinating doors for innovative marketing and distribution.
The Future of Game Monetization Is Direct, Cross-Platform, and Player-Centric
Our conversation with Gil makes one thing clear: DTC strategies will play an essential role for studios finding new ways to scale, monetize, and engage players on their own terms.
What was once a workaround has evolved into a long-term model. Studios that adapt now are doing far more than reacting to market shifts. They’re building more resilient, scalable businesses for the future.
At Metaplay, we’re excited to support this shift and help game teams take the lead in shaping what comes next.
Get all the data behind the Game Development Renaissance in Metaplay's flagship industry report here.
