In its recent study, Bain & Company dedicated a section to the situation with direct sales (D2C) in gaming. Below are some findings.
Genshin Impact
- Mobile game publishers have long been working with web shops where players can buy in-game items and currency for their projects. However, in recent years, the number of such platforms has significantly increased, thanks to the relaxations in Google Play and the App Store. In 2019, only 12% of the top 50 grossing mobile games boasted web shops, whereas, by 2026, this share has risen to 74%.
- 83% of the 5,300 gamers surveyed by Bain & Company are aware of the possibility to make direct purchases in publishers' web shops.
- 47% of respondents used web shop services at least once in the past 12 months.
- Web shops often offer slightly more items/currency for the same price as in the game itself, but, as Bain & Company asserts, this alone is not a strong motivator for gamers to make purchases. Nevertheless, 84% of the respondents told analysts they would agree to buy something in a web shop if they received a personalized offer.
- Bain & Company did not calculate the segment's D2C revenue itself, but referenced the research by Appcharge. According to their estimates, in 2025, mobile games earned $17 billion from direct sales — roughly 15% of the total annual revenue from all in-game purchases in mobile.