Discovery Beyond the Gatekeepers
An "Impact on the Business of Games" Article by Chris Hewish
Game discovery has always been the silent killer in the business of games. In an ecosystem where a small percentage of titles dominate revenue, visibility is crucial. For years, platform-controlled algorithms and pay-to-win user acquisition strategies determined who got seen and who got buried. But now, two seismic forces—Epic v. Apple in the U.S. and the Digital Markets Act (DMA) in Europe—are cracking open these walled gardens. As developers reclaim control over payments, user data, and distribution through direct-to-consumer (DTC) strategies like web shops, the industry faces a new dilemma: who solves discovery when the platforms don't?
From Platform Curated to Self-Driven Discovery
The App Store and Google Play promised democratized access to millions of players. What developers got instead was algorithmic opacity and a model optimized for platform profit over player relevance. Featured slots became gatekeepers. Paid user acquisition (UA) turned into an arms race that only large publishers could consistently win. Meanwhile, emerging studios were left with two grim options: burn cash chasing installs, or hope for virality in an environment increasingly hostile to the unpredictable.
Now, regulatory disruption is changing the rules of engagement. In 2025, enforcement of the DMA in Europe has led to Apple allowing third-party payment links and even third-party app stores in certain countries. At the same time, the latest phase of the Epic v. Apple case in the U.S. has enabled developers to direct users from within their apps to external web shops, bypassing Apple's 30% fee. Xsolla data shows that publishers using these compliant web shops are retaining over 90% of their revenue, while also owning the player relationship in a way that was previously impossible on closed platforms.
But there's a critical caveat: stepping outside the platform means stepping out of its discovery engine. A web shop doesn't generate traffic by default. There is no App Store-style homepage for the open web. Developers are left with the tools, and the burden, of building their own visibility stack from the ground up.
Building the New Discovery Stack
In the absence of algorithmic curation, studios are learning to construct what amounts to a discovery engine of their own. The best ones are doing it not by mimicking the platform model, but by integrating data, community, and content into a cohesive DTC funnel.
It begins with capturing first-party data. Every web shop transaction, email sign-up, and social login becomes an opportunity to learn about your players and build direct lines of communication with them. This isn't just a privacy workaround; it's a strategic advantage. In a world without deterministic tracking from Apple or Google, owning your own data means controlling your own future.
But understanding that data requires infrastructure. That's where Mobile Measurement Partners (MMPs) like AppsFlyer, Adjust, and Singular come into play. These platforms offer the attribution backbone that connects the dots between your marketing spend and actual outcomes. With the sunset of third-party identifiers like IDFA, MMPs have pivoted toward privacy-enhancing technologies such as aggregated conversion modeling and predictive LTV scoring. For example, AppsFlyer's Privacy Cloud initiative helps games map cross-platform behavior without violating user consent laws, offering developers the clarity to double down on high-ROI channels.
Still, data alone isn't enough, especially when user acquisition costs remain high and organic installs are in steep decline. That's why smart studios are leaning heavily on retargeting to extend their reach. Platforms like RTB House have emerged as key players in this space, offering AI-driven personalized ad campaigns that re-engage users based on their in-game behavior or web shop activity. By targeting known users with tailored creative across social media, web, and connected TV, developers are seeing retargeting ROIs that often outperform cold acquisition efforts.
Beyond data and retargeting, community has become the third pillar of modern discovery. Discord servers, email newsletters, and SMS campaigns are no longer just engagement tools; they are frontline discovery engines. One notable example is HoYoverse, the studio behind Genshin Impact and Honkai: Star Rail. The company uses its community infrastructure to announce web shop-exclusive offers, drive pre-registration for new events, and test monetization strategies—all without relying on platform visibility. As a result, HoYoverse has built a multi-billion dollar revenue business that thrives on global fandom, not just App Store features.
Content and creators are closing the loop. Studios are investing in influencer relationships, YouTube lore drops, and serialized web comics that deepen emotional ties and encourage shareability. In the DTC model, every narrative beat or content drop is an opportunity for discovery. One example is Dead Cells, which used a community comic to boost traffic to its web shop significantly in a single weekend.
This new discovery stack isn't simple, but it's powerful. It's built on ownership, not rent, and it rewards creativity and consistency more than raw ad spend.
A Once-in-a-Generation Reset
There is a massive rebalancing happening beneath our feet. Epic didn't just fight for its 12% cut. The DMA didn't just mandate alternative app stores. These events represent a structural rewiring of how the digital economy works, away from centralized gatekeepers and toward developer autonomy.
But autonomy without amplification is just a whisper.
Studios that embrace DTC models must rethink how they get seen. That means investing in data infrastructure, community strategy, and full-funnel content execution. It means replacing pay-to-play discovery with sustainable growth engines. Most importantly, it means treating discovery as a core competency, not an afterthought.
Because in this new world, the question isn't just how to get paid… it's how to get noticed.