The $667M Shift: Why Games Are Moving Off the App Stores

🧠 Insight Block — Progress Beats Overwhelm

There’s always more noise than you can hold in your head.

More tools. More data. More channels.

That’s why progress favors action over planning.

Not just any action — but the right one, repeated.

Most growth doesn’t come from knowing more.

It comes from testing the right thing more often.

That’s the same unlock UA leaders need with D2C:

Stop waiting for perfect case studies. Start running flows.

The teams who move first will cycle learnings faster — and win.

🛰️ Field Notes — The D2C Opportunity for UA Teams

Game publishers are quietly moving billions in revenue off Apple and Google — and it’s changing how UA works.

🧾 Playtika now reports 25% of revenue from D2C — $667M/year

🛒 Web stores are shifting from optional to core infrastructure

🧪 Studios are testing:

• In-game banners to web

• Side-by-side App vs Web pricing

• Loyalty incentives

• 10-second direct-to-checkout flows

📉 Why it matters:

• Break platform restrictions

• Real-time LTV + first-party data

• Retargeting + CRM finally viable at scale

🚨 Yet 43% of studios still have no web store.

Mostly from fear of Apple/Google backlash — despite no confirmed punishments.

Within 18 months, expect most top-grossing apps to run hybrid app + web funnels. The only question: will you be early, or late?

🧃 Personal Sidebar — Judgment Kills Momentum

This week I had a reminder:

Lack of self-judgment is a power multiplier.

That inner voice (“not good enough”) kills momentum before it compounds.

Flip the frame:

• Not “Was this perfect?”

• But “Did this move me forward?”

The same holds true for UA teams afraid of testing D2C.

Those who release judgment will build velocity — and margin.

✅ What’s Sparking Your Curiosity?

Testing D2C flows in your app?

Trying to reduce platform tax or unlock better CAC-to-LTV models?

Hit reply or DM me — always happy to compare notes.