In a partnership with SuperScale, Aethir argued that it drives stronger user acquisition for game companies.
Aethir’s decentralized cloud gaming infrastructure empowers gaming studios with alternative publishing solutions that allow them to avoid using commercial app stores that charge hefty service fees. Aethir operates decentralized GPU cloud infrastructure, obtaining GPUs that are underutilized in exchange for Web3 tokens that compensate the companies with the extra GPUs.
Some app stores take as much as 30% of a game studio’s revenue for their publishing services. With Aethir’s instant play and streaming mechanics, gaming studios have a viable publishing alternative, Aethir said.
“The gaming industry is in a state of financial strain, driven by a combination of rising user acquisition costs, the 30% revenue cut imposed by app stores, and increasingly expensive infrastructure requirements,” said Paul Thind, chief revenue officer at Aethir, in a message to GamesBeat. “These factors have created a difficult environment for both developers and publishers, limiting profitability and making it harder to scale successful games. Traditional publishing methods often rely on large upfront investments in marketing, and the requirement for users to download games before trying them creates friction, reducing conversion rates and increasing costs.”
Aethir’s decentralized cloud gaming infrastructure provides a game-changing alternative by enabling direct-to-consumer (DTC) distribution via cloud streaming, game testing (QA) via cloud streaming, or even User Acquisition (“try before you buy”) via cloud streaming, he said.
“This approach allows studios to bypass app store fees entirely, as games can be played directly from a web link or advertisement without requiring a download. Additionally, by integrating Progressive Web Apps (PWAs) and instant play technology, publishers can reduce the costs associated with acquiring new users while increasing engagement and retention,” Thind said.
SuperScale’s findings highlight a fundamental shift in how games can be distributed and monetized. The traditional model, where developers rely on app stores for discovery and must pay a substantial share of their revenue, is being disrupted by cloud gaming solutions that give publishers full control over distribution. By eliminating download barriers, Aethir’s technology not only enhances discoverability but also reduces acquisition costs and drives higher engagement.
As the industry grapples with mounting financial pressures, Aethir’s cloud gaming solution offers a viable path forward. Publishers can now reach broader audiences, optimize monetization strategies, and avoid restrictive platform fees, making cloud streaming a powerful tool for sustainable growth. The results from the SuperScale study provide compelling evidence that embracing cloud gaming technology isn’t just a strategic advantage—it’s becoming a necessity for developers looking to thrive in an increasingly challenging market.
SuperScale, a gaming user acquisition solutions firm and part of Aethir’s ecosystem partners, conducted a case study on the benefits of Aethir’s cloud gaming infrastructure. If it works, that could be critical for game companies, which are struggling with so many headwinds including ineffective and high-cost user acquisition.
Advantages of Cloud Streaming for DTC (Direct-to-Consumer)
- Avoiding the 30% App Store Cut
- Direct web-based streaming can bypass app stores, allowing publishers to retain more revenue.
- Progressive Web Apps (PWAs) and direct web play can replace traditional app downloads.
- Lower User Acquisition Costs
- If users can instantly play a game from an ad or social media link, friction is reduced, improving conversion rates.
- No need to convince users to download and install a large file before experiencing the game. This promotes discoverability through ‘try before you buy/install’ mechanics.
- Broader Device Reach
- Games become playable across PC, mobile, and smart TVs with a single codebase.
- Avoids compatibility issues with different hardware or OS restrictions.
- New Monetization Opportunities
- Subscription models, direct microtransactions, and in-game purchases without platform fees.
- Ad-supported or hybrid monetization models become more feasible.
The case study is divided into two parts. Each focuses on different aspects of Aethir’s instant play and streaming features, which allow users to immediately try out games without committing to a purchase. Thanks to the decentralized GPU cloud infrastructure, Aethir can provide gaming studios with an independent publishing solution. With cloud streaming, studios can integrate instant play mechanics into their business models, enabling players to try out their games directly on the web without lengthy downloads, subscriptions, or fees.
Phase 1
Phase 1 of the SuperScale case study on Aethir’s cloud gaming infrastructure focused on validating Aethir’s value proposition by measuring a decrease in cost per install (CPI) or an increase in conversion rates by enabling players to experience the game before downloading or purchasing.
The initial hypothesis was that enabling players to experience a game before downloading it could improve engagement metrics, reduce CPI, and increase conversion rates. SuperScale conducted a game performance assessment using Aethir’s cloud streaming technology. The experiment was designed to explore the benefits of instant play game streaming directly within an advertisement, allowing users to play the game before being redirected to the app store.
The mobile game Tiny Tower was selected as the test subject. Three creative angles were prepared for the A/B/C testing, including Stream Now, Instant Play, and Download options to explore user preferences.
Phase 2
In Phase 2 of the case study, SuperScale measured the return on ad spend (ROAS) and early engagement by enabling players to experience the game before downloading or purchasing, thanks to Aethir’s cloud gaming technology.
Players were presented with two choices. They could either directly proceed to the app store and download the game after viewing an ad or instantly try it out with Aethir’s Stream Now feature. This phase was also conducted on the Tiny Tower game and has shown that by using Aethir in the user acquisition pipeline, there has been an apparent increase in early ROAS and early indicators of engagement.
Case Study Results
The results of the case study were quite astonishing, presenting clear evidence of how Aethir’s decentralized instant play and streaming cloud gaming solutions lead to improved user acquisition metrics on all fronts.
Phase 1 of the case study concluded:
- 43% more players prefer instant play over download
- +35% CTR (click-through rate) over download
- +45% higher conversion rate over download
Phase 2 of the case study concluded:
- +143% more users chose Aethir-powered instance over App store
- +75% D7 ROAS
- +93% ARPU (average revenue per user) increase with Stream Now
- +77% higher average session count with Stream Now
- +26% higher average session length
- +60% higher D1 retention
- +80% higher D7 retention
SuperScale’s case study of Aethir’s cloud gaming infrastructure in action is the first instance of evidence-based research that shows the transformative potential of the Aethir cloud gaming solutions in action, Aethir said.
Who Can Benefit Most from DTC Cloud Streaming?
- Established Publishers: With strong brand recognition, they can drive traffic directly and avoid platform fees.
- Live Service & MMO Games: Games with ongoing engagement, subscriptions, and in-game economies benefit from a seamless cross-device experience.
- Games with Viral & Social Hooks: Instant playability improves shareability, influencer marketing, and ad-driven growth.
- Emerging Markets: Where high-end gaming hardware is scarce, cloud streaming offers an accessible alternative.
Explore the entire case study to learn more about the exact testing methodology used by SuperScale on Aethir’s cloud gaming infrastructure.
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