Beyond traditional app stores: alternative game distribution

There don't seem to be many surprises on the mobile gaming market: two operating systems cover 99% of market share, each with its own global marketplace. It seems like penetration isn't a big challenge — is it? In reality, traditional app stores can feel like a crowded marketplace, making it tough for even the most innovative games to stand out. Let's veer off the mainstream and explore local, reliable alternatives capable of generating sustainable, incremental revenue for both bigger and smaller games.

The role of HTML5

HTML5 is the version of Hypertext Markup Language used to present content on the web. Thanks to its flexibility, its popularity among mobile game developers is growing, and it brings several benefits:

• Cross-platform compatibility without compromises. HTML5 games run on any device with a web browser — no need to build separate versions for each operating system.
• A simpler development process. With HTML5, JavaScript and CSS you can build high-quality, engaging games — reducing complexity and cost versus native apps, while still achieving a native feel.
• Distribution and accessibility. HTML5 games are easy to distribute on the web, reaching a broad audience with no downloads required.

As a highly accessible cross-platform technology, HTML5 is increasingly important in alternative distribution markets. Local sellers — usually mobile operators — can run their own marketplaces across all important devices, giving developers crucial diversification and a sustainable, reliable incremental revenue stream.

Enter local marketplaces

A large number of local marketplaces cleverly sidestep the limitations of traditional app stores — by focusing on subscription-based game platforms powered by carrier billing. Subscription means premium: users enjoy games in their purest form, which means no ads interrupting the experience, no shady techniques engineering addiction, and no unfair pay-to-win. Users pay a fair subscription fee and, in exchange, get a curated catalogue of high-quality games.

The advantages of local, subscription-based markets

• Guaranteed revenue. If the unpredictability of free-to-play concerns you, subscription stores appeal: every subscriber is a paying customer, creating a steady stream. Revenue is shared fairly using metrics like usage or playtime.
• Reach the overlooked. Emerging markets are often overlooked by global platforms — sometimes due to local regulation, sometimes because the "global approach" doesn't fit user behaviour. Carrier billing provides easy access in regulated markets and regions with low card usage, unlocking a significant untapped market of prepaid mobile users across Southeast Asia, LATAM and MENA.
• Diversification and resilience. When two giants define the rules, any change has immediate global impact — and small and medium developers are most exposed. Entering local and alternative markets generates incremental revenue and helps businesses weather change.

What to keep in mind when going local

• Localisation. Often underestimated — being available in the local language is a real advantage.
• Marketing requirements. Each store needs specific assets and text in different lengths, styles and languages; an experienced distributor can help.
• Sales reach. Direct access to many markets is hard for smaller developers, who are better off partnering with an established aggregator to maximise penetration.
• Quality assurance. Local subscription stores work with premium games, and users expect premium experiences. Ask your distributor for a QA checklist and build it into your process.

The impact of the DMA in the EU

The Digital Markets Act entered into force on 1 November 2022 and became applicable on 2 May 2023. One practical impact: Apple and Google can no longer prevent competition on their operating systems. Establishing a truly competitive store is still complicated — the gatekeepers have met minimum requirements in ways that are impractical for competitors — but we're seeing first results (e.g. the Epic Store on iOS). Existing local stores received an immediate boost and now have more operational space. With more competition, users ultimately get higher-quality services at better prices. As the EU is the world's third-largest economy, this presents tremendous opportunity for anyone looking to grow there.

Conclusion

While traditional app stores dominate the landscape, exploring local and alternative marketplaces can unlock significant opportunities. By leveraging the flexibility of HTML5 and the advantages of subscription-based models, developers can tap into new revenue streams and reach untapped markets — while building resilience against the ever-changing rules of global stores. Let's venture beyond the mainstream and discover the vast potential of local marketplaces together.

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About the author. Robert Schmiedl is the Managing Director of TuuT s.r.o. He studied Finance, Banking and Investment at the Technical University in Košice and Economics & Management at the University of Côte d'Azur in Nice. Before co-founding TuuT, he worked for a mobile games studio and an international telecom corporation.