Blockchains are challenging the monopoly power some app stores have long held over gamemakers.

Roundtable anchor, Rob Nelson, hosted Dirk Lueth, CEO of Upland , exploring key trends likely to shape the market. Lueth shared insights into how the shift from traditional app stores to Messenger-based distribution models, including platforms like Telegram and WhatsApp, is redefining industry dynamics.

"One important takeaway from the [Token2049] conference was the overwhelming energy and engagement," Lueth said. "Over 20,000 people attended, all discussing the latest trends." He noted that a critical change is happening in app distribution, which has been dominated by Apple and Google for years. "Now, for the first time, that dominance is under threat."

Lueth highlighted how Messenger apps are beginning to offer "Mini Apps," allowing users to access content without downloading additional software from app stores. "These apps make it super simple for users to onboard, which is a game-changer for distribution," he explained, adding that this opens up new opportunities for hyper-casual games and other lightweight apps to reach larger audiences.

Web3 giant Animoca Brands has made a similar bet — investing heavily into the Telegram adjacent TON coin .

"The interest from platforms is clear," Lueth stated, citing that companies like Telegram and Line are aggressively expanding their offerings in this space. "We’ve been approached by these platforms because they see the potential for deeper, more interactive games."

Discussing Upland’s approach, Lueth emphasized the platform's longevity and substance. "Upland is more than a casual game, and these Messenger apps recognize the value we bring," he said. "We’re in talks to leverage these new distribution channels, not just for simple games, but for experiences that offer more substance and engagement."