PGC London is always intense. This year, it was electric.
For the Appcharge team, the week wasn’t about quietly blending into the background. We came with a point of view, a message, and the conviction to make it visible - outside the venue, inside the halls, and across every conversation we joined.
That message was simple: stop shredding your profit.
Taking the conversation outside the venue
Before most attendees even walked through the doors, they’d already seen it.
A single Appcharge truck, circling and parked near the venue, carrying a message that cut through the noise:
London traffic may be unavoidable. Losing 30% of your revenue isn’t.
And London Underground billboards with the same message.
At the venue itself, we made the invisible visible. A physical installation. A growing pile of shredded notes. Not as a stunt for its own sake, but as a concrete reminder of something every publisher feels but rarely sees - revenue quietly disappearing through platform fees, transaction by transaction.
From symbolism to substance
PGC isn’t just about bold visuals. It’s about substance, insight, and shared learning.
On stage, the focus shifted from why DTC to how it actually works at scale. Shuli Finley, Appcharge’s Director of Publisher Relations, moderated a panel on running DTC in the real world - joined by Dafna Ben Onn, Julia Palatovska, and Ashley Paulus. The discussion went deep into operational realities: tradeoffs, risks, and what breaks when systems aren’t built properly.
Later, Omer Torok-Arlosoroff, VP Strategy and Accounts at Appcharge, pulled back the curtain on how publishers actually break the 30% DTC share. Backed by more than $700M in transaction data, the session focused on patterns we’ve seen repeatedly.
In a packed fireside chat, Maor Sason sat down with Harri Manninen, Founding Partner at Play Ventures, to discuss the real state of DTC in mobile games - and why the next phase isn’t about shortcuts, but about durable systems.
Launching the data behind the debate
PGC London also marked the launch of something we’ve been working on quietly for months.
🔊 Appcharge’s January 2026 DTC Report went live - with printed copies at the conference and a digital edition for the wider industry.
We built this report to document what actually happened in 2025 and to establish a clear baseline for how DTC should be understood going into 2026. It’s based on $700M in annual transactions, offering first-party insight into adoption, behavior, and scale.
If you want signal rather than speculation, this is the place to start.
After dark, but still on message
PGC London wouldn’t be complete without its social side. Our (very much) over-subscribed party at Shoreditch House - co-hosted with Duolingo, Sensor Tower, and Deconstructor of Fun - was a reminder of why this industry works when it works well.
What we’re taking forward
PGC London reinforced something we’ve believed for a long time: DTC is no longer a side experiment. It’s a strategic lever. But doing it well requires experience, infrastructure, and a willingness to rethink how revenue flows through your business.
We came to London to make that conversation unavoidable. Judging by the crowds, the questions, and the follow-ups that came after, it landed.
