Apple and Google are “not doing their job” as platform holders, says Ustwo boss
Ustwo Games boss Maria Sayans has criticized Apple and Google for failing to fulfill their responsibilities as platform holders, particularly regarding game discoverability. Speaking during the Develop Brighton keynote, Sayans pointed out that while developers pay a 30% commission to these platforms, the services they receive in return—including audience reach assistance—are not delivering results.
“This issue of how you reach an audience in a very crowded market with platforms that honestly are…I would say they’re not doing their job,” Sayans stated, emphasizing the disconnect between developer expectations and platform performance.
The comments highlight a persistent frustration within the mobile gaming industry about the effectiveness of app store discovery mechanisms. Despite paying substantial fees to major platforms, independent developers and studios struggle to gain visibility in increasingly saturated markets. Ustwo Games is addressing this challenge by investing significantly in community building and marketing efforts, effectively compensating for what it views as insufficient platform support.
Sayans’ remarks also touched on Ustwo’s recent strategic shift away from mobile gaming toward PC development, suggesting the company is reassessing its commitment to platforms that, in its view, are not adequately supporting developers. This transition reflects broader industry trends as studios reconsider their platform focus based on commercial viability and support quality.