We’ll be in San Francisco during the GDC, hosting a great conversation at the Freepik office. I will share Uptodown’s perspective on where app distribution is headed and why it matters so much for indie developers: https://lu.ma/vxhapl1c

It’s going to be a great evening of casual networking with our colleagues from Flexion and Freepik, discussing how AI and innovative distribution channels can genuinely help indie studios scale up, stay creative, and connect directly with users.

Here’s a sneak peek at some of the ideas I’ll cover:

We’re currently experiencing a massive shift in game development, driven by powerful new AI tools. This shift is not only changing how games are created but also how users discover and access them, significantly impacting distribution channels. This combination—AI-driven development and open-first distribution—has the potential to redefine success for indie studios, giving them unprecedented opportunities to thrive independently.

AI is Redefining Game Discovery

Until now the mechanisms for gaining visibility on closed platforms have depended on your ability to generate revenue (and receive traffic from their stores) or the size of your marketing budget to buy traffic. A perfect scenario for gatekeepers, aligned with their goals, but one that offers fewer opportunities for new projects.

Large Language Models (LLMs), such as Grok and ChatGPT, are becoming powerful recommendation engines, offering users personalized and accurate ways to discover new games and apps.

Unlike traditional algorithm-based platforms, these AI-driven tools can openly recommend sources that truly align with users’ interests.

One example is Grok’s integration into X. Over the past week, dozens of posts from its LLM have suggested Uptodown as a reliable source for downloading apps—including Grok itself! :)

In this post-SEO era, building trust, authority, and expertise is more important than ever.

AI Strengthens the Open First Principle

AI not only reshapes game discovery, it also amplifies the benefits of adopting the Open First Principle. Openness and distribution are closely linked, thanks to factors like deep content linking and improved content accessibility for language models.

Yes, we firmly believe the web will continue to win—because «open» will always beat everything else.

So, what does «Open First» mean for Uptodown

Step One: Launch on Your Own Website

Begin by distributing your game directly through the web, the most accessible and open technology available. Your website is your main resource and the first essential step toward independence.

Hosting your files directly helps you quickly spot any hidden traps used by major platforms, such as Google’s Integrity API or file bundling tactics (splits makes difficult to achive and share your work), designed to keep you locked into their ecosystem.

A recent example of platform control is the law supported by major stores in Utah, requiring age verification for app access. While framed as security, it’s another avenue to collect data and assert control. At Uptodown, we don’t even require user accounts to access content. For us, real security means informed users and respected freedom.

Next, Expand with Open Marketplaces

Once you’ve built your independent foundation, expand to open platforms like Uptodown or Aptoide. These marketplaces let you reach millions without losing control or facing hidden conditions. Tools like Flexion can further scale your reach.

Finally, Engage with Big Platforms—On Your Own Terms

When you’re well-established through open channels, approaching closed ecosystems like Google Play or Apple’s App Store becomes strategic. By entering these platforms last, you keep leverage over your product, ensuring they become complementary—not controlling—parts of your distribution strategy.

Why Developers Should Adopt Open First

• Direct Audience Connection: AI-driven recommendations favor openness, allowing you to build genuine relationships directly with your users.
• Creative Independence: Maintain control over every aspect of your software, free from restrictive rules.
• Diversified Growth: Grow sustainably and flexibly across various channels, maximizing your impact.
• Empowered Scalability: AI’s increasing influence helps even small teams achieve substantial results quickly.

The New Era of Open Distribution

The gaming and app development industry is entering a new stage thanks to AI. Closed ecosystems and restrictive app stores—controlled by big tech—are quickly becoming outdated. AI’s ability to empower direct, authentic, and meaningful connections between developers and audiences makes the Open First approach the smartest, most future-proof strategy.

Embracing openness is no longer optional; it’s the clear path forward. The future of app distribution belongs to developers who prioritize freedom, flexibility, and authentic interactions above restrictive platforms.

Join this new wave of open, let’s build something incredible together.