Guy Ulmer leads platform partnerships at Plarium, which is part of the Modern Times Group. Plarium develops and publishes mobile, browser, and PC games such as Raid: Shadow Legends and Stormfall: Saga of Survival.
In the current landscape of the gaming industry, a prevailing sentiment resonates through conference discussions and social media: “Organic discovery is dead.” This notion suggests that traditional methods of game curation are failing, the App Store model has become obsolete, and even developers with substantial marketing budgets find themselves ensnared in an unending bidding war for ad space. A recent survey highlights this concern, revealing that nearly one-third of developers foresee discoverability as their primary challenge by 2026. The sheer volume of daily game releases across platforms certainly contributes to this anxiety. However, from my decade-long experience managing platform partnerships, I assert that discoverability is not extinct; rather, it has transformed into a more intricate, social, and demanding endeavor. When approached with strategy and insight, the rewards can be significant.
The social reality
Developers who continue to depend solely on major storefront placements for a successful game launch are essentially fighting a battle from the past. While securing a prominent feature on platforms like Apple or Steam remains advantageous, the gaming landscape has diversified. Today, developers must engage players where they actively seek out games and gaming news.
Recent statistics reveal that 64% of players discover new titles through YouTube, followed by TikTok at 38% and Instagram at 36%. Even traditional word of mouth, at 34%, surpasses many modern promotional channels, including online store promotions at 29%. This shift indicates that the battleground for visibility has extended beyond storefronts and into the realm of social media. Studios that prioritize social engagement, creator ecosystems, and player advocacy are better equipped to maintain visibility and momentum in an increasingly crowded market.
The storefront transaction
Next, we delve into the contentious topic of store cuts. As new avenues emerge, developers must strategically optimize their storefront interactions, considering everything from their tech stack to analytics tools, and crucially, audience exposure. Engaging with the store audience necessitates more than merely uploading a game build; it requires a nuanced understanding of the store’s “update cycle.” Storefronts operate on a blend of algorithmic and manual inputs, influenced by categories like “New,” “Updated,” and “On Sale,” alongside shifting internal priorities.
For instance, by 2026, it is likely that Google Play will prioritize games that align with its new “You tab” features, while Apple may promote its dedicated Games app as a complementary channel for re-engagement and discovery. Valve is expected to enhance the Steam Deck Verified program, focusing on compatibility with the upcoming Steam Machine, and Microsoft will likely encourage developers to offer Xbox Play Anywhere support. Developers should leverage the additional visibility provided by these partners, ensuring that such collaborations align with both the game’s objectives and the player base’s interests.
In this evolving environment, every game has effectively become a game-as-a-service. Developers must engage in a continuous cycle of sales events, content updates, and optimization for new platform features and requirements to sustain visibility and generate healthy revenue.
Baking discoverability into design
The most successful developers of 2026 will likely prioritize designing their games with marketing in mind, rather than merely marketing existing games. Recent years have witnessed the rise of “discoverability hacks” that are reshaping the landscape.
- Incentivised referral: Developers in the PC and console space are beginning to adopt strategies that mobile giants have utilized for years: incentivizing players to become marketers and ambassadors. The player referral program for Raid: Shadow Legends has been instrumental in its success, to the extent that we require this capability when launching the game on new platforms. By not encouraging players to invite friends, developers risk missing out on the most powerful form of organic discovery—word of mouth.
- Stream integration: The emergence of “friendslop,” a term describing indie hits that focus on social gameplay, has paved the way for games designed for streamability. For example, Sentinel Games, a studio founded by industry veterans, has launched Cure, a co-op hospital simulator that integrates Twitch APIs, allowing audiences to influence a streamer’s gameplay. This fosters interactive relationships with fans even before they download the game.
- The GenAI accelerator: As the importance of platform discoverability tools and external social channels grows, developers face the challenge of managing diverse content requirements. Fortunately, generative AI offers a solution for teams needing to produce promotional content. Developers utilizing a native GenAI pipeline can easily adapt their assets for external promotion. Myth Maker, a game that generates unique adventures based on player choices, exemplifies this approach. The studio behind it has seamlessly created shareable, short-form videos and interactive booklets from each player’s story, enhancing social engagement.
The long journey
While being discovered is merely the first step in a player’s journey, developers must also focus on creating an exceptional game to ensure that journey is worthwhile. The paradigm of discoverability has shifted from merely maximizing visibility at launch to an ongoing optimization process throughout a game’s lifecycle. To succeed, developers must embrace discoverability as a fundamental design principle rather than a marketing obstacle. By tailoring games to the most effective discovery channels and utilizing available platform discovery tools, they can navigate the complexities of the modern gaming landscape with greater efficacy.