Unlocking the Future with Joe Kreiner: How Keyless Distribution and Discoverability Are Shaping the Gaming Industry
The digital games distribution landscape is undergoing a radical shift. What once worked—keys, manual processes, isolated platforms—becomes now increasingly inefficient, risky, and outdated. In 2024, the global gaming market was valued at approximately USD 298.98 billion, projected to reach USD 600.74 billion by 2030 (1). This explosive growth has intensified competition and fragmentation across all platforms. And the old ways? They’re not just broken—they’re dragging publishers down.
As the market becomes more saturated and fragmented, publishers are under intense pressure to stay visible while keeping revenue locked down tight. Discoverability has become a high-stakes game of its own, with only 12% of 2024’s total playtime going to new titles, as players cling to established AAA comfort zones (2). Meanwhile, key-based distribution systems are plagued by fraud and inefficiency, pushing the industry toward keyless solutions.
To break it all down, we tapped into the sharp perspective of Joe Kreiner, a veteran who’s seen every corner of the distribution maze—from scaling the Epic Games Store to advising major industry players. His perspective offers a lens into where digital distribution is headed—and what it takes to thrive.
The Distribution Dilemma
Distribution used to be straightforward: produce keys, pass them through a network of partners, hope for clean execution. Those days are over. Grey markets, cloned keys, and questionable intermediaries have blown holes in the old model and exposed how fragile key-based systems are.
As Kreiner puts it, losing control of your IP is more than frustrating—“your game can show up places you didn’t know about, or worse yet—places you wanted to avoid.”
The problem doesn’t stop at fraud. The oversaturation of storefronts and the influx of AI-generated or low-quality content erode platform trust and make discoverability feel like a rigged lottery. Steam hit a record 40 million concurrent users in 2024, yet a growing number of players—up from 22% in 2021 to 34% in 2024—are sticking to just three or fewer games per year (3). That’s a lot of eyeballs going right past new titles.
Kreiner sums it up: with cloned keys and asset flips flooding the market, “platform trust is being tested… it’s possible to be a completely open platform and de-emphasize bogus content—but it’s a huge effort.”
Keyless Distribution: Why and How
Enter keyless distribution—the digital version of cutting out the middleman and putting a security guard at the front door. A 2024 report shows that keyless systems can reduce fraud-related losses by up to 25% while giving publishers the gift of real-time data tracking (4). That’s not just better—it’s transformative.
Kreiner admits he was a skeptic at first—until he saw the numbers in motion: tracking real-time sales, platforms, price, and more gave publishers the ability to react quickly and capture markets. Being keyless, he points out, speeds up data flow and locks down the connection to the consumer. “Without fast data, how can you know what you’re doing is working?” he asks—a question that underscores why keyless isn’t just a security upgrade, but a significant strategic advantage.
The Epic Games Store has reaped the benefits, and others are following suit. With infrastructure, automation, and the right partners, keyless models are moving from “nice to have” to table stakes.
The impact? Less fraud. Faster reactions. Cleaner operations. And when 95% of game sales are digital, being able to see what’s happening—right now—is a game-changer.
Still, keyless doesn’t solve everything. As Kreiner notes, “moving to keyless distribution as quickly as possible is the best solution, but it doesn’t completely solve the issues.”
Discoverability: The New Battleground
Discoverability has always been a challenge—but now, it’s existential. With over 14,000 new games released on Steam alone in 2024, standing out is harder than ever (5).
Players spend most of their time on heavy hitters like Fortnite, or League of Legends (6). Breaking through that kind of loyalty takes more than a decent trailer.
Kreiner’s philosophy is simple: “Discoverability is everything. The best strategy is getting your title everywhere. The more times a user sees your logo and game name, the better.”
That means being on all major platforms—from Steam and Epic to console marketplaces (if relevant). Research backs it up: titles with broader reach see higher engagement (7).
Community engagement matters just as much. In 2024, 86% of Gen Z and 94% of Gen Alpha gamers reported being influenced by community-driven content (8). If you’re not part of the conversation, you’re not part of the discovery.
Done right, this visibility builds momentum. Done wrong? Your launch flops, your brand takes a hit, and you might even open the door to fraud.
Modern Distribution Is About Security and Transparency
Distribution used to be logistics. Now it’s an intelligence-driven, protected layer of the business—essential to both revenue and reputation.
With complexity on the rise, real-time insight isn’t just helpful—it’s non-negotiable. As Kreiner emphasizes, when sales data is clear and immediate, you know what’s actually working—and what’s not. Without it, you’re making guesses in the dark.
Transparency is more than a trust exercise. Grey market losses are still costing the industry billions (9), and blind spots only invite more bad actors.
Keyless distribution closes some of those gaps. In fact, companies implementing it have seen up to a 25% drop in fraud-related losses, thanks to real-time monitoring and tighter control (10).
The smartest platforms are doubling down: encrypted APIs, verified partnerships, and dashboards that give publishers the full lifecycle view. No more where-did-that-key-go moments.
Scaling Up: Efficiency Without Sacrifice
Scaling in this industry means being clever, not just big. Today’s publishers—whether indie or AAA—are under pressure to launch everywhere, do it fast, and not burn out their teams. Automation, centralized oversight, and standardized integrations across platforms are critical.
Kreiner’s seen the traps of fake marketers and shady offers firsthand. His advice? Lock things down early. Choose your partners wisely. Build systems that scale before you’re desperate for them.
Cloud gaming services are already showing the way, running on fully automated, keyless systems that can handle massive demand without blinking.
Looking Forward: Joe Kreiner on What’s Coming
Joe Kreiner isn’t nostalgic about how things used to be—he’s looking at where things are going, and he’s clear: ubiquity with control is the future.
“The most important shift is already occurring, and that’s a default to shipping on all possible platforms… You have to go where the consumers are—and they all have a platform of choice.”
Exclusivity has its moments, but if you’re banking your whole launch on one store, you had better be sure it’s worth it. Kreiner’s take? Go everywhere—or risk going unnoticed.
He also doesn’t sugarcoat the reality of today’s consumer expectations. “It’s easy to forget Steam is twenty-two years old! Xbox, PlayStation, and Nintendo all have very mature platforms. If you are going to enter the field, features rule.” That means fast access, smooth experiences, and frictionless navigation.
But features aren’t enough. “Consumers want to find the desired content easily (one-stop shopping),” Kreiner adds. And that’s where many publisher-run platforms fall flat—people don’t want to juggle accounts and jump through hoops. They want convenience.
The takeaway? It’s all about showing up with a plan. One that includes cross-platform presence, automation, smart marketing, and real-time intelligence. And yes, AI is helping lighten the load, cutting dev costs and freeing up teams to focus on smarter, sharper execution.
Conclusion
The future of digital distribution isn’t some far-off horizon—it’s happening right now. It’s keyless. It’s fast. It’s full of data and built for discoverability.
Keyless systems limit fraud, boost agility, and give publishers the clarity they need to move fast and smart. Discoverability, meanwhile, isn’t a nice-to-have—it’s the lifeline in a saturated, noisy market.
Joe Kreiner’s experience makes one thing clear: this isn’t about working harder. It’s about building systems that (actually) work—and putting your game where your players are.
So, the question is: In a world that demands speed, scale, and security—how will you adapt to the next wave of digital distribution?
References
(1)(7) Grand View Research. (2024). Video Game Market Size, Share & Growth Report, 2030. Retrieved from https://www.grandviewresearch.com/industry-analysis/video-game-market
(2)(6) Udonis. (2025). Gaming Industry Report 2025: Market Size & Trends. Retrieved from https://www.udonis.co/blog/mobile-marketing/mobile-gaming-industry-stats
(9) Kristiansen, S., & Jensen, A. V. (2023). Victimization in Online Gaming-Related Trade Scams: A Study Among Young Danes. Nordic Journal of Criminology, 24(2), 1–17. https://doi.org/10.18261/njc.24.2.6
(4)(10) TransUnion Africa. (2024). All-In-One Fraud Prevention: Adapting to Evolving Fraud Risks in the Gaming Industry. Retrieved from https://www.transunionafrica.com/blog/all-in-one-fraud-prevention
(8) PwC. (2023). The Future of Gaming: PwC Global Entertainment & Media Outlook 2023–2027. Retrieved from https://www.pwc.com/gx/en/industries/tmt/media/outlook.html
(3)(5) Logrus IT Games. (2024). Results and Trends of the Gaming Market in 2024. Retrieved from https://games.logrusit.com/news/trends-of-the-gaming-market-in-2024