Gamescom 2025: Why D2C Is Top of Mind for Publishers

This year’s Gamescom made one thing clear: For publishers, D2C has moved from ambition to urgency.

Across conversations with leading global studios and emerging game developers, a few themes kept coming up. Publishers aren’t just exploring D2C web stores; they’re actively pushing to launch quickly, measure real ROI, and own their player relationships like never before. Here’s what we observed and what it means for the industry.

1. D2C Urgency: ROI Over Vanity Metrics

Publishers are stepping out of traditional app stores, and they want results fast.

They’re asking for fast pilots and clear, quantifiable ROI, not surface-level success measures like downloads or engagement. The focus is on metrics that impact the bottom line, including:

• Conversion lift at checkout
• Margin improvement through reduced platform fees
• Incremental revenue from exclusive offers and direct upsell opportunities

Metrics like downloads or engagement don’t cut it anymore. D2C needs to prove it can drive sustainable growth, not just act as a brand play.

2. Speed Over Everything

Time-to-live has become a top decision driver.

Publishers aren’t interested in 12-month integration roadmaps. They want ready-to-launch solutions that can go live in weeks, not quarters. Speed is now a competitive advantage, especially in regions where market dynamics shift quickly, such as Southeast Asia or MENA.

For providers, this means simplifying onboarding, minimizing development lift, and delivering turnkey integrations.

3. Control Is Non-Negotiable

Western publishers, in particular, emphasized that brand ownership isn’t a bonus; it’s expected.

Marketplace-only models do not resonate as strongly. That’s where Custom Commerce makes sense: publishers keep the look and feel while Coda handles the infrastructure, payments, fraud, compliance, and localization. 

As one publisher put it: “We want players to feel like they never left our ecosystem.”

4. Global Reach Meets  Regional Pressure 

Coda’s payments reach in Southeast Asia, LATAM, and MENA continues to matter, especially for publishers expanding beyond Western markets.

There is also a growing pressure to prove competitiveness in the mature regions of the US and EU. This means beyond geographical coverage, publishers also value conversion optimization, performance strength, and a clear innovation roadmap for these regions.

5. The D2C Landscape: Google, Apple, and Out-Linking

Much of the Gamescom buzz centered on Google and Apple’s evolving policies around D2C.

While out-linking, which allows publishers to direct users from their app to a web store, is now permitted under certain conditions, there are restrictions and nuances:

• Google’s terms differ by region and category, with complex rules around payment processing and disclosures.
• Apple’s compliance requirements remain stringent, which makes best practices critical to avoid app store policy violations.

Publishers are responding with hybrid strategies:

• Web-first commerce with seamless UX for direct purchases.
• In-app experiences optimized for out-linking, supported by clear data on conversion and player retention.

Clear reporting to quantify store versus off-store performance, helping teams make data-driven scaling decisions.

Why This Matters Now

The Gamescom conversations underscored a turning point: publishers no longer see D2C as optional. It is now a strategic imperative to future-proof revenue streams, deepen player engagement, and reduce dependency on third-party platforms.

Coda is uniquely positioned to help publishers move fast, launch with confidence, and scale globally, with deep expertise in payments, localization, and distribution across emerging and mature markets.

If D2C is on your roadmap, Coda solutions have you covered. Let’s talk.