Mobile games fail to reach billions of potential players where they are

Mobile gaming is absolutely massive - one of the world's most popular forms of entertainment - but there's one BIG problem: games are stuck in app stores and the average 18-35-year-old downloads zero new apps per month. We don't blame them. If you think about it, app stores are a terrible way to discover and play games. Players must leave their friends behind, click through a bunch of crap, and then wait for an app to download. Most have already switched back to scrolling TikTok before the download is even finished. The game ends up on the fifth page of their home screen, never to be seen again.

Instead of hanging out in app stores, people spend most of their screen time in a handful of social media and video apps where they instantly discover and consume content. Today, old-school app stores make little sense. It's like mobile games are on one side of a wall, and all the other fun stuff is on the other. The result? Mobile games fail to reach billions of potential players where they are – that's billions with a B.