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The walls are closing in on the mobile app store duopoly, according to a major new survey of senior game developers. Aptoide, the original independent app store on Android and iOS, today published a landmark study, CTRL. ALT. DEL. Reclaiming The Game Distribution Landscape, spotlighting a major appetite among mobile game developers to break away from the dominance of Google and Apple.

Surveying over 300 senior-level professionals across mobile game studios in the US and UK, the research is an urgent call for change towards a more diverse distribution ecosystem – revealing that 84% of developers believe the industry can no longer survive under the stranglehold of just two storefronts.

The data paints a picture of an ecosystem at breaking point, with 67% fearing their reliance and dependence on Apple and Google. Growing dissatisfaction continues to become the norm as 51% cite exorbitant app store fees and marketing costs as their biggest pain point. Looking forward to the next five years, 74% of developers expect alternative app stores to play an essential role in their distribution mix.

This move toward a multi-channel approach is driven by a significant opportunity for growth. 73% anticipate double-digit revenue growth from embracing them, citing access to fresh user bases (42.8%) and greater freedom from restrictive policies (42.4%).

Paulo Trezentos, CEO and Co-Founder of Aptoide, said:

“The mobile game ecosystem is overdue for a reset. For too long, an entrenched duopoly has stifled commercial and creative potential, setting too many rules and taking too much revenue. Our findings confirm that developers are ready to reclaim control. A new wave of opportunity is emerging through alternative app stores – platforms that offer game makers greater control, better economics, and access to untapped audiences.”

According to JoyNet Games:

“The shift towards alternative distribution is no longer theoretical. Alternative distribution channels help us reach a broader audience, reduce dependency on a single platform, and provide more flexible marketing strategies. They also allow for cost optimization and improved profitability.”

Key Findings from CTRL. ALT. DEL.

• The Duopoly: 87% of senior developers say the vast majority of their revenue still comes from Google and Apple stores.

• Industry Dissatisfaction: This means 67% fear the risks of their reliance on Google and Apple, and 84% demand a more diverse ecosystem;

• Developer Pain Points: 51% cite punishing fees as their top frustration, followed by spiraling acquisition and marketing costs (46%), inflexible policies (44%) and persistent discoverability struggles (43%).

• Walled Gardens: 50% are concerned Apple and Google prioritize their own services.

• The Alt-Store Opportunity: 73% expect double-digit revenue growth from publishing to alternative stores.

• Perceived Benefits: Access to new users (43%) and greater freedom from restrictive policies (42.4%) are seen as the top advantages.

• Future Outlook: 74% believe alternative app stores will be a core part of their distribution mix within five years, rising to 86% in the US.

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Global betting company 1xBet has entered into an exclusive partnership agreement with international men’s tennis tournaments under the auspices of the ATP Challenger Tour. The agreement covers 36 tournaments across Europe, Asia, North and South America, including events in Brazil, Chile, Ecuador, Peru, USA, Italy and France.

As part of the partnership, 1xBet will receive the right to use the ATP Challenger Tour championships’ logo in its marketing campaigns, while the bookmaker’s branding will appear as a sticker on tournament courts. This collaboration grants 1xBet the status of Official Betting Partner of each tennis tournament – further strengthening the company’s position as a global leader in sports sponsorship.

“Obtaining the status of an official partner of 36 ATP Challenger Tour tennis tournaments is another milestone in 1xBet history. This agreement is a strategically important step that opens up new opportunities to showcase our brand on a global stage,” said the 1xBet representative.

“We are proud to partner with 1xBet, whose reputation and contribution to the sport perfectly align with our mission to organize tennis tournaments of the highest level,” said a representative of the ATP Challenger Tour.

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