Why Direct to Consumer Is No Longer Optional for Game Studios
Podcasts
•
June 9, 2025
Insights from Chip Thurston, Head of Gaming at FastSpring The gaming industry is shifting in real time, and if your studio is not adapting to the direct to consumer wave, you might be giving up both margin and momentum. In a recent episode of the Player Driven podcast, we sat down with Chip Thurston, Head of Gaming at FastSpring and former product leader at Scopely and SciPlay, to explore the changing rules of mobile monetization. We dove into what the Apple versus Epic ruling means for developers, how studios can future proof their business, and why direct to consumer strategies are now a competitive necessity. If you care about player relationships, platform flexibility, and long-term profit, this is a conversation worth your time.
The Apple vs Epic Decision Changed the Game for Developers
On May 1, 2025, Apple was officially blocked from restricting developers from linking out to external purchasing systems. This means games can now include in-app buttons that drive players to make purchases off platform, without being forced to give Apple a 30 percent cut.
That’s massive.
“We used to be completely blocked from even mentioning a web shop,” Chip explained. “Now, developers can promote and link directly from inside their games.”
While the change only applies to iOS in the United States right now, it signals a broader shift that studios cannot afford to ignore.
Why Go Direct? More Revenue and Better Relationships
There are two core reasons why direct to consumer is taking off:
1. Higher margins
Developers who sell through Apple or Google give up around 30 percent of their revenue. By routing purchases through a web shop, that cut drops closer to 5 to 10 percent.
2. More control
Going direct means you gain access to first-party data like email addresses, purchase habits, and engagement trends. That allows for stronger re-engagement loops and personalized offers that are hard to execute inside a walled garden.
You also get to experiment more freely with community incentives, VIP programs, and platform-specific bundles. The web becomes your playground for monetization strategies.
Crawl, Walk, Run: A Smarter Way to Build Your Web Shop
Chip laid out a simple framework for studios getting started:
Crawl
Start with a basic web store. Just a clean page where players can purchase core items. Nothing fancy.
Walk
Add a few features like limited-time bundles, player login, or news updates. Start directing players from your game to the store through subtle nudges.
Run
Build a full ecosystem. Think community pages, support integrations, leaderboards, event calendars, loyalty programs. Over time, your website becomes an extension of the game itself.
This phased approach gives you room to test, measure, and scale without overwhelming your team or your players.
Mid Core vs Casual: Not All Games Should Approach D2C the Same Way
Different genres require different strategies. Mid core players are more likely to make strategic, planned purchases. They’re often part of guilds and are motivated by value and competitiveness.
“If I know there’s a new event next week and I can get better rewards buying on the web, I’ll do it—and I’ll tell my whole guild,” Chip said.
In contrast, casual game players tend to make spontaneous, in-the-moment purchases. Adding friction—like leaving the app—can reduce conversion. For these games, the web shop needs to offer very clear value and be introduced thoughtfully.
The Underrated Power of Community Driven Commerce
One of the most powerful levers in D2C is community. Not just in forums or Discord, but in how you design your purchasing experience.
Chip gave a great example. If a player buys something on the web and their guild also benefits—like everyone gets 20 gems—it drives natural word of mouth. That community lift turns one transaction into a viral moment.
Studios can bake in social incentives and exclusive offers that only exist on web. That not only moves players off platform, it increases the perceived value of each purchase.
Studios of Any Size Should Be Planning for This
Chip made one point clear—this is not just for top grossing studios. Even small teams can benefit from shifting some of their revenue off platform.
“If you can increase your profit margin from 70 percent to 80 percent, that’s meaningful—especially for an indie or a studio with tight runway,” Chip said.
Platforms like FastSpring offer merchant of record services that cover taxes, compliance, and currency conversion globally. That means you do not need to set up legal entities in Brazil, Japan, or anywhere else. They handle it, so you can focus on building and growing your game.
Global Rollout Is Coming—Be Ready
The Apple vs Epic ruling only applies to the United States for now. But similar discussions are underway in Europe, Japan, and other regions. When those changes hit, the studios that are already set up will be first in line to benefit.
“Studios with a web shop and merchant of record already in place can act fast when new markets open up,” Chip said. “Everyone else will be scrambling to catch up.”
You do not need to go live globally from day one. But you should be building for it—especially if your game is targeting international markets.
What to Do Next
Here are five things your studio can do right now:
Start scoping out what a simple web shop could look like
Identify a merchant of record partner to handle the backend
Plan your content flow—news pages, events, FAQs, and soft entry points from your game
Create a strategy for how to educate your players and incentivize them to go off platform
Monitor global policy changes so you’re ready to scale when new regions open up
This is not about rushing. It’s about building smart systems now so you’re not caught off guard later.
Final Thoughts
Direct to consumer monetization is not just a trend. It is a structural shift in how games make money and how players want to engage.
Whether you are launching your first title or managing a mature live service game, now is the time to act. Build the foundation. Test the workflows. Learn what your audience responds to. And be ready to scale when the next wave of platform changes hits.
For the full interview and more industry insights, check out the latest Player Driven podcast episode with Chip Thurston, now live at playerdriven.io or wherever you get your podcasts.
The Apple vs Epic Decision Changed the Game for Developers
On May 1, 2025, Apple was officially blocked from restricting developers from linking out to external purchasing systems. This means games can now include in-app buttons that drive players to make purchases off platform, without being forced to give Apple a 30 percent cut.
That’s massive.
“We used to be completely blocked from even mentioning a web shop,” Chip explained. “Now, developers can promote and link directly from inside their games.”
While the change only applies to iOS in the United States right now, it signals a broader shift that studios cannot afford to ignore.
Why Go Direct? More Revenue and Better Relationships
There are two core reasons why direct to consumer is taking off:
1. Higher margins
Developers who sell through Apple or Google give up around 30 percent of their revenue. By routing purchases through a web shop, that cut drops closer to 5 to 10 percent.
2. More control
Going direct means you gain access to first-party data like email addresses, purchase habits, and engagement trends. That allows for stronger re-engagement loops and personalized offers that are hard to execute inside a walled garden.
You also get to experiment more freely with community incentives, VIP programs, and platform-specific bundles. The web becomes your playground for monetization strategies.
Crawl, Walk, Run: A Smarter Way to Build Your Web Shop
Chip laid out a simple framework for studios getting started:
Crawl
Start with a basic web store. Just a clean page where players can purchase core items. Nothing fancy.
Walk
Add a few features like limited-time bundles, player login, or news updates. Start directing players from your game to the store through subtle nudges.
Run
Build a full ecosystem. Think community pages, support integrations, leaderboards, event calendars, loyalty programs. Over time, your website becomes an extension of the game itself.
This phased approach gives you room to test, measure, and scale without overwhelming your team or your players.
Mid Core vs Casual: Not All Games Should Approach D2C the Same Way
Different genres require different strategies. Mid core players are more likely to make strategic, planned purchases. They’re often part of guilds and are motivated by value and competitiveness.
“If I know there’s a new event next week and I can get better rewards buying on the web, I’ll do it—and I’ll tell my whole guild,” Chip said.
In contrast, casual game players tend to make spontaneous, in-the-moment purchases. Adding friction—like leaving the app—can reduce conversion. For these games, the web shop needs to offer very clear value and be introduced thoughtfully.
The Underrated Power of Community Driven Commerce
One of the most powerful levers in D2C is community. Not just in forums or Discord, but in how you design your purchasing experience.
Chip gave a great example. If a player buys something on the web and their guild also benefits—like everyone gets 20 gems—it drives natural word of mouth. That community lift turns one transaction into a viral moment.
Studios can bake in social incentives and exclusive offers that only exist on web. That not only moves players off platform, it increases the perceived value of each purchase.
Studios of Any Size Should Be Planning for This
Chip made one point clear—this is not just for top grossing studios. Even small teams can benefit from shifting some of their revenue off platform.
“If you can increase your profit margin from 70 percent to 80 percent, that’s meaningful—especially for an indie or a studio with tight runway,” Chip said.
Platforms like FastSpring offer merchant of record services that cover taxes, compliance, and currency conversion globally. That means you do not need to set up legal entities in Brazil, Japan, or anywhere else. They handle it, so you can focus on building and growing your game.
Global Rollout Is Coming—Be Ready
The Apple vs Epic ruling only applies to the United States for now. But similar discussions are underway in Europe, Japan, and other regions. When those changes hit, the studios that are already set up will be first in line to benefit.
“Studios with a web shop and merchant of record already in place can act fast when new markets open up,” Chip said. “Everyone else will be scrambling to catch up.”
You do not need to go live globally from day one. But you should be building for it—especially if your game is targeting international markets.
What to Do Next
Here are five things your studio can do right now:
Start scoping out what a simple web shop could look like
Identify a merchant of record partner to handle the backend
Plan your content flow—news pages, events, FAQs, and soft entry points from your game
Create a strategy for how to educate your players and incentivize them to go off platform
Monitor global policy changes so you’re ready to scale when new regions open up
This is not about rushing. It’s about building smart systems now so you’re not caught off guard later.
Final Thoughts
Direct to consumer monetization is not just a trend. It is a structural shift in how games make money and how players want to engage.
Whether you are launching your first title or managing a mature live service game, now is the time to act. Build the foundation. Test the workflows. Learn what your audience responds to. And be ready to scale when the next wave of platform changes hits.
For the full interview and more industry insights, check out the latest Player Driven podcast episode with Chip Thurston, now live at playerdriven.io or wherever you get your podcasts.
The Apple vs Epic Decision Changed the Game for Developers
On May 1, 2025, Apple was officially blocked from restricting developers from linking out to external purchasing systems. This means games can now include in-app buttons that drive players to make purchases off platform, without being forced to give Apple a 30 percent cut.
That’s massive.
“We used to be completely blocked from even mentioning a web shop,” Chip explained. “Now, developers can promote and link directly from inside their games.”
While the change only applies to iOS in the United States right now, it signals a broader shift that studios cannot afford to ignore.
Why Go Direct? More Revenue and Better Relationships
There are two core reasons why direct to consumer is taking off:
1. Higher margins
Developers who sell through Apple or Google give up around 30 percent of their revenue. By routing purchases through a web shop, that cut drops closer to 5 to 10 percent.
2. More control
Going direct means you gain access to first-party data like email addresses, purchase habits, and engagement trends. That allows for stronger re-engagement loops and personalized offers that are hard to execute inside a walled garden.
You also get to experiment more freely with community incentives, VIP programs, and platform-specific bundles. The web becomes your playground for monetization strategies.
Crawl, Walk, Run: A Smarter Way to Build Your Web Shop
Chip laid out a simple framework for studios getting started:
Crawl
Start with a basic web store. Just a clean page where players can purchase core items. Nothing fancy.
Walk
Add a few features like limited-time bundles, player login, or news updates. Start directing players from your game to the store through subtle nudges.
Run
Build a full ecosystem. Think community pages, support integrations, leaderboards, event calendars, loyalty programs. Over time, your website becomes an extension of the game itself.
This phased approach gives you room to test, measure, and scale without overwhelming your team or your players.
Mid Core vs Casual: Not All Games Should Approach D2C the Same Way
Different genres require different strategies. Mid core players are more likely to make strategic, planned purchases. They’re often part of guilds and are motivated by value and competitiveness.
“If I know there’s a new event next week and I can get better rewards buying on the web, I’ll do it—and I’ll tell my whole guild,” Chip said.
In contrast, casual game players tend to make spontaneous, in-the-moment purchases. Adding friction—like leaving the app—can reduce conversion. For these games, the web shop needs to offer very clear value and be introduced thoughtfully.
The Underrated Power of Community Driven Commerce
One of the most powerful levers in D2C is community. Not just in forums or Discord, but in how you design your purchasing experience.
Chip gave a great example. If a player buys something on the web and their guild also benefits—like everyone gets 20 gems—it drives natural word of mouth. That community lift turns one transaction into a viral moment.
Studios can bake in social incentives and exclusive offers that only exist on web. That not only moves players off platform, it increases the perceived value of each purchase.
Studios of Any Size Should Be Planning for This
Chip made one point clear—this is not just for top grossing studios. Even small teams can benefit from shifting some of their revenue off platform.
“If you can increase your profit margin from 70 percent to 80 percent, that’s meaningful—especially for an indie or a studio with tight runway,” Chip said.
Platforms like FastSpring offer merchant of record services that cover taxes, compliance, and currency conversion globally. That means you do not need to set up legal entities in Brazil, Japan, or anywhere else. They handle it, so you can focus on building and growing your game.
Global Rollout Is Coming—Be Ready
The Apple vs Epic ruling only applies to the United States for now. But similar discussions are underway in Europe, Japan, and other regions. When those changes hit, the studios that are already set up will be first in line to benefit.
“Studios with a web shop and merchant of record already in place can act fast when new markets open up,” Chip said. “Everyone else will be scrambling to catch up.”
You do not need to go live globally from day one. But you should be building for it—especially if your game is targeting international markets.
What to Do Next
Here are five things your studio can do right now:
Start scoping out what a simple web shop could look like
Identify a merchant of record partner to handle the backend
Plan your content flow—news pages, events, FAQs, and soft entry points from your game
Create a strategy for how to educate your players and incentivize them to go off platform
Monitor global policy changes so you’re ready to scale when new regions open up
This is not about rushing. It’s about building smart systems now so you’re not caught off guard later.
Final Thoughts
Direct to consumer monetization is not just a trend. It is a structural shift in how games make money and how players want to engage.
Whether you are launching your first title or managing a mature live service game, now is the time to act. Build the foundation. Test the workflows. Learn what your audience responds to. And be ready to scale when the next wave of platform changes hits.
For the full interview and more industry insights, check out the latest Player Driven podcast episode with Chip Thurston, now live at playerdriven.io or wherever you get your podcasts.
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