Over the last few years, the gaming industry has emerged as a hub of remarkable innovation, reshaping the player-game relationship and scaling to become a USD 244.22 billion market in 2024. This wave of innovation goes beyond gameplay mechanics and immersive experiences into disrupting how players fund and purchase games and game-related items— redefining the operational and economic framework of the industry.
With Roblox’s recent admission that players get more bang for their buck when buying the game’s virtual currency outside traditional platforms, the rise of Direct-to-Consumer (D2C) payment channels shines as an example of monetization innovation gaining widespread traction and buzz.
Roblox has taken bold steps to tackle what has become known as the “app store tax”— a hefty 30% transaction fee on mobile platforms such as Google Play and Apple’s App Store. Intended to incentivize users to make purchases outside these platforms, Roblox now offers players 25% more ‘Robux’ (the gamer’s virtual currency) when purchasing through non-mobile channels. This includes purchasing Robux on Roblox’s website or via gift cards purchased at retail stores.
With more gaming giants, such as Epic Games, introducing their own in-game stores and new services emerging to help publishers bypass mobile platforms, the push for D2C payments is in full swing—and more studios are poised to consider embracing D2C as a channel in the upcoming year.
Taking The Reins of Your Revenue
As you might’ve guessed, by opening a D2C channel, companies report keeping up to 30% more of the revenue that would otherwise be consumed by mobile platform fees. This means studios can reclaim that significant chunk of their earnings and reinvest in improving game development, marketing, or additional features that enhance the player experience.
As D2C channels bypass many of the limitations and restrictions imposed by third-party platforms in how studios interact with players, studios gain full autonomy over their transactions and processes at every step—leading to more benefits than just the increase in revenue.
Know Your Audience Better
The ability to offer purchases outside the app stores opens up new opportunities for studios to foster stronger relationships with their player base. Without the barrier of third-party platforms, studios gain more control and access to valuable player data and insights, such as purchasing behaviors, preferences, and in-game activity.
With direct access to this level of insight from the primary audience, companies are empowered to tailor offerings, marketing strategies, and loyalty programs that better resonate with their most valued player base and offer tailored experiences. This not only enhances player satisfaction but also drives long-term loyalty and repeat engagement, as studios are able to offer customized promotions to players based on behavior and test different tactics while capturing data directly.
Don’t Lag Behind
As mentioned previously, the shift from traditional app store reliance for transactions to D2C channels is already underway, and studios without their own web stores are more likely than ever to consider launching one in the coming months. Regulatory changes, such as the Digital Markets Act (DMA) in the EU and Google’s ongoing antitrust trial, are paving the way for a more equitable and competitive digital marketplace, driving the adoption of the D2C model to ensure studios have greater freedom to engage directly with their players.
It’s clear that D2C channels are gaining steam, becoming an ever more mainstream checkout option for game developers. Studios are reclaiming their autonomy and deepening the relationship with gamers through experiences not previously possible with the constraints and fees imposed by platforms. As more companies recognize these benefits, the industry is steadily shifting toward a future where D2C might be a standard expectation for gaming transactions alongside in-game checkouts. There has never been a better time for studios to embrace this model and lead the charge in shaping the next era of gaming (payment) innovation.
Tebex Powering D2C for Game Studios
For game studios looking to embrace the D2C revolution with customizable, easy-to-use web stores, Tebex has you covered. Our platform empowers studios to maximize their revenue while consistently delivering a seamless purchasing experience to players.
With Tebex, you can quickly launch a fully branded webstore using our intuitive site builder, manage items and promotions through a user-friendly control panel, and full seller protection with no hidden fees through our integrated checkout solution.
If you want to take the next step in your D2C journey and explore how Tebex can help your studio thrive in this new era of gaming innovation, contact us to get started.
