How Global Regulation Is Finally Unlocking Third-Party App Store Distribution

Will regulatory changes actually turn alternative app stores into mainstream distribution channels?

Victor Horbach, General Manager at Flexion, explains why lower margins are only part of the equation:

"Regulation is starting to change how easily alternative stores can reach players. It’s a genuine watershed moment.

In the US, eligible third-party Android stores can now be distributed directly through Google Play. This makes that first download much easier and gives stores a smoother destination for their marketing campaigns.

But that is just one region. More broadly, Google’s planned Registered App Stores programme promises a simpler installation process for qualifying stores, reducing the friction between discovering a store and using it.

Better fee structures help open the door, but user experience will decide the winners. A smoother journey will help third-party storefronts become a mainstream choice, giving stores an even bigger opportunity to compete for games, players and developer investment.

I expect stores to keep differentiating themselves through curation, tailored loyalty programmes and better user experiences, alongside often better fee structures. As these technical barriers come down, stores have more room to build around their audiences, giving both publishers and players genuine choice."

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