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The Missed Billion: Who Gaming is Leaving Behind

Post author By Andres Gallego
Post date July 10, 2025

The Missed Billion: Who Gaming Is Leaving Behind

By Ney Castro | VP of Gaming Strategy & Community Growth, PHȲND

The gaming industry loves to talk about growth: billions in revenue, millions of daily players, new records every quarter. But here’s the uncomfortable truth. We’re not growing nearly as fast as we could be. According to the ESA’s 2024 Essential Facts About the U.S. Video Game Industry report, around 227 million Americans played video games weekly in 2019. By 2023, that number had declined to approximately 190.6 million. Not because there aren’t more players out there. But because we’re not building for them.

The industry keeps building for the same 200 million core console and PC players, while over a billion casual gamers remain underserved on mobile, tablet, and smart TVs.

Who’s Being Left Behind?

Let’s name them:

• People who don’t own a gaming PC or console

• Adults who used to play but don’t have time to grind

• Teens who spend more time on YouTube or TikTok than Steam

• Families who want to game together but don’t want to spend $600 or more to do it

• Players who value vibes over victory, and exploration over competition

These aren’t edge cases. These are massive, underserved audiences. And most storefronts, launchers, and discovery tools don’t consider them.

Platform Bias Is Real

The PC and console ecosystems dominate how the industry defines “gamers.” But that creates blind spots.

• A casual player on a Smart TV? Ignored.

• Someone playing Candy Crush and Stardew Valley on a tablet? Not “core” enough.

• Parents who want to play a one-button racing game with their kids? Not in the roadmap.

Tens of millions of potential players are priced out or overlooked. The typical gaming experience is expensive, high-friction, and time-intensive. It’s the opposite of what casual, returning, or lifestyle-first players actually want.

Accessibility Isn’t Just About Controls

When we talk about accessibility, it’s not just about remappable buttons or subtitles. Those matter, but we’re also talking about access to the experience itself:

• Minimal onboarding

• Affordable or free-to-play options

• No steep time commitment

• Broad appeal across genres

• Simple controls that work with a TV remote, gamepad, or phone

Accessibility Isn’t Just About Controls

Modern storefronts aren’t optimized for this. And most cloud gaming platforms are still focused on high-end fidelity or hardcore performance instead of scale and reach.

Gaming Doesn’t Begin and End with Consoles

The growth of Netflix Games, the success of mobile-native titles, and the rise of chill, low-pressure games like Unpacking or Venba show us something clear. People want to play. They just don’t want to play within rigid formats.

Platforms that demand long sessions, complex mechanics, or high up-front investment are locking out a huge portion of potential players. And that’s not just a design problem. It’s a business problem.

The Open Door Opportunity

This is where the opportunity lives. Because when you start building for the players most platforms ignore, you unlock:

• Entirely new audiences with minimal competition

• Underexplored genres and fresh formats

• Experiences designed for TV, mobile, or shared screens

• Community-driven play that’s truly social, not just multiplayer

There are millions of people ready to game. They just need better access points. And better platforms.

Key Takeaways from Cannes Lions 2025

Post author By Andres Gallego
Post date July 3, 2025

Takeaways from Cannes LIONS 2025: Gaming Steps into the Spotlight

By Melody Yazdanyar | VP Business Development

This year’s Cannes LIONS made one thing clear: gaming isn’t waiting in the wings anymore—it’s center stage. From beachfront activations to keynote panels, the conversation around gaming was louder, sharper, and more future-forward than ever. Here’s what stood out:

1. Gaming Is No Longer a Side Stage — It’s the Main Event

What used to feel like a niche breakout panel now feels like the main attraction. Gaming was woven throughout the week—from brand activations to high-profile panels—cementing its place as a core media channel. The ad world has officially stopped treating gaming like a fringe interest and started recognizing it as a cultural and commercial powerhouse.

2. Advertisers Want More Than Eyeballs—They Want Engagement

Impressions are out; immersion is in. Brands are no longer satisfied with passive views—they want players interacting with stories, products, and experiences in real time. Interactive formats, playable ads, and game-integrated storytelling are where attention truly lives. That’s where cloud gaming shines, delivering immersive experiences natively—without friction.

3. CTV + Cloud Gaming = The New Power Couple

Connected TV was everywhere at Cannes, but the real buzz was around pairing CTV with cloud gaming. It’s a lean-back meets lean-in combo: audiences relax into their living rooms, then engage deeply with content. For brands, that’s a massive opportunity—especially as more platforms (like PHȲND 👀) blur the line between streaming and play.

Conclusion: The Future of Play Is Prime Time
Gaming’s moment at Cannes signals a broader shift—one where interactive media is no longer an afterthought but a central pillar of modern storytelling and brand strategy. As cloud gaming scales and smart TVs become more powerful, platforms like PHȲND are poised to meet players and brands where they already are: on the biggest screen in the house.

The Discovery Dilemma in Gaming

Post author By Andres Gallego
Post date June 10, 2025

The Discovery Dilemma in Gaming: Why It’s Harder Than Ever to Find Your Next Favorite Game

By Ney Castro

Remember when discovering a great new game felt like magic?

That moment when a friend tipped you off, or you stumbled across a weird, wonderful title in the corner of a store — or on the front page of Steam? That feeling’s rare now. Not because great games aren’t being made. But because the systems meant to surface them are overloaded, outdated, or outright broken.

Discovery Is Broken

Game discovery — how players find what to play next — is in crisis.
Newzoo reports that Steam discounts are now 4x less effective than they were in 2019. Let that sink in. The platform responsible for nearly every indie breakout hit in the last decade is struggling to help games get seen. That’s not just a Steam problem — it’s an ecosystem issue.

Every channel devs used to rely on — storefront placement, influencer shoutouts, press coverage — is now fragmented, expensive, or oversaturated. Visibility is a paid luxury, not a merit-based reward. Players, meanwhile, scroll endlessly, defaulting to safe bets like Call of Duty or Fortnite, not because they’re always in the mood, but because they’re overwhelmed.

Creators Are Chasing Trends, Not Visions

This discovery drought has consequences. It forces devs — especially smaller teams — to build for the algorithm. We’ve seen it:

• Roguelike deckbuilders because Slay the Spire blew up

• Cozy farming sims because Stardew set the bar

• Extraction shooters because someone’s chasing Escape from Tarkov These games aren’t bad. But the industry is cannibalizing its own creativity in pursuit of discoverability. And it’s risky. Because even when you follow the trends, the platforms don’t always reward you.

Players Want More Than What They’re Getting

Gamers aren’t bored of gaming. They’re bored of sameness.
Look at the rise of itch.io hits, or the popularity of retro game revivals. Players want to discover. They just can’t do it easily.

That gap between interest and access is a discovery failure. And it creates an opportunity for anyone willing to rethink how games are surfaced, shared, and celebrated.

The Takeaway

Discovery isn’t a UX problem or a marketing problem — it’s a structural one.
Platforms built for the last decade can’t solve the problems of this one. And if we keep relying on the same levers to push games, we’ll keep seeing the same results: fewer breakouts, more copycats, and a frustrated player base.

Key Takeaways from PAX East 2025

Post author By Andres Gallego
Post date May 20, 2025

Key Takeaways from PAX East 2025

By Ney Castro | VP of Gaming Strategy & Community Growth, PHȲND

PAX East was a love letter to indie games — and a Reality Check for the Industry

Every year at PAX East, you can feel where the industry is heading — not by looking at the biggest booths, but by watching where the lines form.

Yes, Dune had a towering presence, and Elden Ring showed off Nightreign. But the real momentum came from elsewhere — from games you hadn’t heard of a week ago, made by teams you hadn’t followed yet. The hype wasn’t in the billboards or big spend. The excitement was on the floor.

It came from games like Goblintown: Really Hard Driving Game, one of the most visually inventive setups at the show — a converted van surrounded by couches, live announcers, and a full crowd. It came from studios like Devolver, whose games Botsu and Mycopunk had players buzzing. And it came from upstarts bringing fresh spins on familiar genres — a soccer game blending Overwatch with Rocket League, and rhythmic auto-battlers turning simple mechanics into addicting loops.

These weren’t games built to dominate algorithms. They were built to be played, shared, and remembered.

The Indie Scene Isn’t the Underdog Anymore — It’s the Center of Gravity

PAX East has always supported independent devs, but this year it felt like the floor belonged to them. While the big publishers had the banners, the indies had the buzz. Players came to engage, not just spectate — asking questions, taking screenshots, and lining up to try what felt new.

Even student dev teams from universities were getting attention — sometimes drawing more interest than polished AAA titles. The next generation isn’t just watching; they’re building, showcasing, and showing up.

And in an industry where major titles are now delayed into 2026, players are hungry for what’s available now — not just what’s “coming soon.”

It’s Not Just What’s Played — It’s How

The games drawing the most attention had common traits:

Easy to start

Visually bold

Sessions that fit into a busy life

No long tutorials or triple-layer onboarding

That’s not just good game design — that’s the blueprint for a new kind of gaming behavior. People don’t have time to be onboarded into 200-hour epics every week. They want to play.

This is also where platforms like PHȲND come in — smart TV-first, no-download, no-subscription access that makes it easy for players to jump into something new and fun without any friction.

You don’t need a massive marketing budget or a boxed release to matter anymore. And with premium game prices creeping past $70, with $80+ titles already rumored, players are actively looking for alternatives that don’t compromise on quality — or accessibility.

The Competition Isn’t Just for Dollars — It’s for Time

Yes, tools are better. AI, Unity, Unreal — it’s never been easier to start building. But finishing a game — and more importantly, getting people to care about it — is where the real battle lies.

Most players are already juggling a stack of games they love: FFXIV, Hearthstone, Apex, some mobile game they can’t quit. Breaking into that rotation is no small feat — especially when your studio is two people and a dream.

And yet, those are the studios we saw drawing lines. Because discovery still works when it’s real. When it’s a live demo, a wild booth, a dev who looks you in the eye and says, “Wanna try it?”

That’s what PAX East delivered. And it’s why this event still matters.

Gaming Isn’t One Thing Anymore — And That’s the Point

If you walk the PAX floor expecting just video games, you’re missing half the story.

This is a community built around play — in all forms:

Trading card games with competitive crowds

Board games that felt like passion projects

Cosplay that was equal parts performance and pride

Retro cartridge games selling out next to new digital demos

Merch tables, vinyl soundtracks, enamel pins

This isn’t niche anymore — it’s culture. A diverse, growing, layered ecosystem where players don’t just want to consume. They want to belong.

For Us, the Mission’s Clear

PHȲND isn’t here to be the next Steam, or a console competitor. We’re building something different — a smart TV-native platform that matches the shape of how people actually play today.

Turn on your TV.
Grab a controller.
Jump into something fresh — no consoles, no downloads, just play.

We’re here to bring visibility to games that deserve it, and access to players who didn’t know they were gamers yet.

Join the PHȲND waitlist here for updates on our progress and early access. Reach out here to learn more about partnering with us.

GTA VI Got Delayed. Here’s Why That’s a Wake-Up Call—for Everyone.

Post author By Andres Gallego
Post date May 15, 2025

GTA VI Got Delayed. Here’s Why That’s a Wake-Up Call—for Everyone

By Ney Castro

May 2026.
That’s the new launch window for Grand Theft Auto VI, and in typical Rockstar fashion, the world is already adjusting its calendar. Let’s be real: a delay like this doesn’t happen unless something major is at stake. GTA is more than just a game – it’s a cultural earthquake. But this delay? It’s more than a blip in the timeline. It’s a moment the rest of the gaming world should be paying attention to, especially if you’re trying to build the next big thing.

So what does this mean for players, developers, and platforms like ours?

1. For Players: Delays Like This Are Exactly Why PHȲND Exists

Here’s the truth no one likes to say out loud: gaming droughts suck.

When games like GTA VI get pushed back, it reminds everyone how fragile the pipeline is – how long we wait, how few truly massive games exist each year, and how much players crave variety during the gaps. And not every game can (or should) be a billion-dollar juggernaut.

That’s where PHȲND comes in. PHȲND allows gamers to discover and play quality video games for free on smart TVs and other connected devices. The service is launching later this year.

We’re not here to replace GTA VI – we’re here to make sure your downtime isn’t downtime. On our platform, discovery is the game. You don’t need a console. No subscriptions. No $70 price tags. Just jump into smart TV gaming and explore new titles from developers around the world – some chill, some chaotic, some nostalgic, some brand new. While the big dogs reset their clocks, we’re giving players more to explore today.

This delay proves it again: players need access to more games, faster, and in more places. We’re solving that.

2. For Developers and Publishers: If Rockstar Needs More Time, What About You?

Let’s get brutally honest for a second. Rockstar has unlimited resources, top-tier talent, and some of the most iconic IP in history. And even they aren’t confident enough to ship in 2025.

So if you’re an indie or mid-tier studio racing toward launch with limited playtesting, a few dozen hours of median gameplay data, and a Discord server of 150 fans – you need to ask yourself: are you ready?

But this isn’t just about pre-launch. There are plenty of great games already live that are fighting for attention, struggling with visibility, and looking for new ways to reach players. Platforms like PHȲND are built to give those games a fresh lane – expanding their audience, boosting playtime, and providing real-world KPIs on how players engage across new devices like smart TVs.

We’re not just a discovery engine for new games. We’re a growth engine for existing games.

PHȲND helps developers and publishers see how their games are found, played, and retained in a different environment – one that’s growing faster than anyone expected. Whether you’re preparing for launch or looking to extend the life of an existing title, visibility and actionable data are key.

Also, props to Rockstar for dropping their release window a year in advance. That’s a rare gift to the rest of the industry. Indies and AA teams should take note: do not launch near this date unless you’re looking for silence from the press and blackout from influencers.

There will be a “before GTA VI” and an “after GTA VI.” You don’t want to be caught on the wrong side.

In the meantime, PHȲND offers a platform for the rest of the industry – the ones who can’t afford to wait a decade between hits.

Smart TV gaming isn’t a detour. It’s the path forward.

→ Join the PHȲND waitlist here for updates on our progress and early access.
→ Interested in partnering? Reach out here.

Key Takeaways from POSSIBLE 2025

Post author By Andres Gallego
Post date May 8, 2025

Key Takeaways from POSSIBLE 2025

The 2025 POSSIBLE conference brought together the sharpest minds in marketing, media, and tech—and the takeaways for emerging platforms couldn’t be clearer. For a video game platform built around accessibility, smart TV-native delivery, and a no-subscription model, the themes of the week hit especially close to home. From values-based storytelling to the evolving role of AI and the continued power of creators, here are three insights that have informed how we grow and connect with today’s audiences.

1. Authenticity and Purpose-Driven Storytelling Win
Consumers expect more than just entertainment—they seek brands that stand for something. As a video game platform, PHȲND is taking this cue by aligning with values like accessibility (no subscriptions, doesn’t require dedicated gaming hardware), inclusivity, and community. We encourage our brand partners to explore purpose-driven content and activations that feel native to this generation’s values as a complement to traditional marketing.

2. AI Can Power Efficiency, but Emotion Drives Engagement

While AI can streamline development, personalization, and ad delivery, emotional connection still drives long-term engagement. As a smart TV-native gaming platform, PHȲND offers brands an opportunity to merge data-driven targeting with engaging game content to create memorable branded experiences. AI can help generate these moments but smart use of AI should enhance—not replace—the human narrative in both gameplay and brand communications.

3. Quality-Focused Influencer and Media Strategies Are Key to Launch

Rather than (or in addition to) casting a wide net, your brand should partner with creators and media voices who genuinely resonate with your values and mission. Focus on creators who can authentically evangelize your value proposition, turning prospects and customers into passionate advocates through immersive demonstrations and storytelling.

Conclusion

As the lines between content, commerce, and community continue to blur, platforms that lead with purpose, embrace smart tech without losing the human touch, and build with consumers—not just for them—will stand out. The insights from POSSIBLE reaffirm our commitment to making gaming more accessible, more inclusive, and more aligned with how today’s players discover and connect. We’re just getting started.

Join the PHȲND waitlist here for updates on our progress and early access. Reach out here to learn more about partnering with us.

Melissa Kihara Joins PHȲND as Chief Product Officer to Lead Innovation in Smart TV Gaming

Post author By Andres Gallego
Post date April 28, 2025
Categories In Press

Melissa Kihara Joins PHȲND as Chief Product Officer to Lead Innovation in Smart TV Gaming

Stamford, CT, April 28, 2025 – PHȲND, the subscription-free Smart TV gaming experience, today announced that Melissa Kihara has joined as Chief Product Officer. With a background spanning Samsung, GroupM, and eBay, Kihara brings a unique track record of helping media companies monetize their IP across emerging platforms and guiding global brands in using technology and data to better reach and serve consumers.

PHȲND is redefining Smart TV gaming by making high-quality play more accessible—no consoles, no subscriptions, just play. As Chief Product Officer, Kihara will lead PHȲND’s product vision and innovation, ensuring the platform delivers seamless, player-first experiences while unlocking new value for developers and brand partners.

“PHȲND is all about giving players more ways to enjoy amazing games without extra costs or complicated setups,” said Kihara. “I’m excited to evolve the platform in a way that brings together intuitive design, smart monetization, and meaningful brand integration—creating a space where players, creators, and advertisers all win.”

André Swanston, Founder and CEO of PHȲND, added, “Melissa has consistently been ahead of the curve—whether it’s helping media companies adapt to new formats or guiding brands in connecting with modern audiences. Her leadership will be essential as we shape PHȲND into a platform that delivers breakthrough experiences and unlocks new business models for gaming on Smart TVs.”

With growing partnerships and continuous platform enhancements, PHȲND is on track to become a must-have gaming destination for Smart TV owners. Under Kihara’s leadership, the platform will push the boundaries of what’s possible in Smart TV gaming—delivering more immersive, accessible, and rewarding experiences for players.

Key Takeaways from Coolest Gadgets’s Cloud Gaming Statistics Report

Post author By Andres Gallego
Post date April 22, 2025

Key Takeaways from Coolest Gadgets's Cloud Gaming Statistics Report

Three reasons why more players—and publishers—are embracing the cloud in 2025

Cloud gaming has long been hyped as the future of the industry. Now, the data is backing it up. A recent report from Coolest Gadgets projects the global cloud gaming market will reach $22 billion by 2030, driven by rapid tech improvements, broader access, and changing consumer habits. In 2025, we’re seeing a real shift in how (and where) people play.

Here are three key reasons why cloud gaming is finally gaining momentum:

1. Cloud Infrastructure Got a Power-Up

Behind the scenes, cloud systems are getting faster, more flexible, and more scalable. Bigger data centers and improved cloud computing power mean better performance for streaming games—less lag, higher frame rates, and smoother gameplay across genres. This isn’t just backend progress; it’s creating a better experience for players across the board.

2. Fast Internet Is More Common Than Ever

One of the biggest barriers to adoption—reliable, high-speed internet—is finally breaking down. Thanks to 5G expansion and broader access to fiber networks, more players are able to enjoy cloud gaming without the usual buffering and latency issues. That means more people in more places can stream high-quality games on any screen.

3. It’s Cost-Effective for Players

Cloud gaming cuts one of the biggest costs in gaming: hardware. No need to drop hundreds (or thousands) on new consoles or high-end GPUs. With cloud gaming, a basic laptop, phone, or smart TV can deliver console-quality experiences. That’s opening the door for younger players, casual gamers, and global audiences to join in—without breaking the bank.

At PHYND, we see this shift not just as a win for consumers, but a turning point for developers and publishers, too. As cloud gaming becomes more mainstream, new opportunities are opening up around discovery, monetization, and platform reach.

The future of gaming isn’t tied to a box. It’s in the cloud—and it’s already here.

Key Takeaways from GDC 2025

Post author By Andres Gallego
Post date March 27, 2025

Key Takeaways from GDC 2025

This year’s Game Developers Conference (GDC) highlighted both the challenges and opportunities facing the gaming industry. While economic pressures have led to more measured spending, the event also underscored a major shift toward cloud gaming—a movement that promises to redefine how games are played and distributed. As the industry recalibrates, one thing is clear: innovation is still thriving. Here are PHȲND’s three key takeaways from this year’s conference:

1. Industry Spending Is Down—And It Shows

The gaming industry has been facing economic headwinds and that was also evident on the GDC show floor where displays were less extravagant than usual. With investment dollars tightening and publishers focusing on profitability, developers and studios are being forced to find smarter, leaner ways to operate. The question remains—how will the industry innovate under these constraints?

2. Cloud Gaming Is the Future—And the Present

One of the most striking aspects of GDC 2025 was the absence of new console or hardware hype. Instead, the focus was squarely on cloud gaming. Even Xbox, historically one of the biggest drivers of hardware innovation, centered its presence around cloud technology. At PHȲND, we see this shift as a major step toward cloud-based ecosystems that eliminate hardware barriers. If there was one major takeaway about the future of gaming, it’s this: Smart TVs will become the primary access point to cloud gaming and will replace the need for consoles.

3. Developers Are Exploring Smart TV Ad Monetization

Studios and developers that have historically focused on PC and console games have been apprehensive about incorporating advertising into their monetization strategies. However, many are now exploring the potential of ad monetization on Smart TVs as a new revenue stream. This shift signals growing interest in reaching broader audiences and diversifying game monetization beyond traditional purchase and subscription models.

Conclusion

GDC 2025 reflected an industry that is recalibrating. Economic pressures are forcing companies to rethink spending, cloud gaming is emerging as the dominant platform, and ad monetization is a new area of focus. As the gaming landscape continues to evolve, one thing is clear: studios that adapt to these new realities will be the ones that thrive.

At PHȲND, we’re committed to helping developers navigate these changes by providing the tools and insights they need to succeed in this shifting market. The future of gaming is being rewritten, and we’re excited to be part of the journey.

Key Takeaways from the DICE Conference 2025

Post author By Andres Gallego
Post date March 12, 2025

Key Takeaways from the DICE Conference 2025

The DICE Conference in Las Vegas once again brought together some of the brightest minds in the gaming industry. This year, much of the discussions centered on the future of game distribution, player experience, and new business models. Here are three key takeaways:

1. Cloud Gaming Must Maintain Authenticity and Quality

As cloud gaming continues to expand, game studios are prioritizing one fundamental question: How can they ensure that streaming-based experiences maintain the authenticity and quality gamers expect? Developers and publishers are wary of compromising performance, latency, or visual fidelity, especially for fast-paced or highly immersive games. The consensus is that cloud gaming has significantly evolved in a way that preserves the artistic and technical integrity of titles. The next step is to make sure that cloud gaming leads to more accessibility and wider distribution, not as another barrier to entry.

How PHȲND Addresses This: PHȲND’s platform optimizes cloud gaming experiences by leveraging AI-driven network enhancements to reduce latency and preserve visual fidelity. By working closely with game studios, PHȲND ensures that cloud-based titles maintain their intended performance levels, delivering a seamless and high-quality gaming experience.

2. Indie and AA Studios Need Better Discovery and Monetization Strategies

While blockbuster AAA games dominate the headlines, indie and AA studios continue to struggle with visibility and sustainable monetization. At DICE, industry leaders emphasized the need for better discovery tools, alternative revenue models, and platform support for smaller studios. Subscription services, direct-to-consumer strategies, and innovative marketing approaches were all highlighted as potential solutions. The challenge remains: how can these studios cut through the noise and reach the right players in an increasingly crowded marketplace?

How PHȲND Addresses This: PHȲND offers a discovery-driven ecosystem that connects indie and AA studios with their target audiences through personalized recommendations and strategic marketing tools. Additionally, PHȲND’s built-in monetization solutions, including direct payments and engagement-based revenue models, help smaller studios generate sustainable income.

3. Smart TVs Are an Emerging Economic Opportunity

One of the most intriguing opportunities discussed at DICE was the growing role of smart TVs in gaming. As technology advances, more players can access premium gaming experiences directly through their TVs—without needing dedicated consoles or high-end PCs. This shift could democratize access to high-quality games, expanding the audience and creating new revenue streams for developers. The challenge will be in optimizing games for these platforms while ensuring seamless user experiences across different TV brands and models.

How PHȲND Addresses This: PHȲND is built to support gaming on smart TVs by optimizing game streaming performance and integrating with major TV manufacturers. Its adaptive technology ensures compatibility across various smart TV ecosystems, making premium gaming more accessible while opening new revenue opportunities for developers.

Conclusion

The gaming industry is evolving rapidly, and these discussions at DICE 2025 underscore the need for innovation, adaptability, and strategic foresight. Whether it’s ensuring cloud gaming meets player expectations, helping indie studios thrive, or leveraging smart TVs as a new frontier, the future of gaming promises to be both exciting and transformative. PHȲND is at the forefront of these changes, providing the tools, technology and economics necessary to drive the industry’s next evolution.