The games industry is entering a new chapter, one where developers have the chance to build deeper, more direct relationships with their players. I’m excited to share why Stash exists, and why this moment matters.
I’ve spent more than two decades in entertainment, from producing films in Hollywood to leading some of the most successful gaming companies in the world. At Scopely, I was one of the first 25 employees and part of the leadership team that built one of the most valuable mobile publishers in the industry. At Homa, where I served as a board member and eventually President, I helped scale the business into a global publisher with over two billion installs.
Across every chapter, one truth has been consistent: when studios own the player relationship, they unlock stronger engagement, better experiences, and healthier businesses.
That principle is what brought me to Stash.
The Opportunity in Direct-to-Consumer
Legal and platform shifts have opened the door for developers to control how they monetize. Players now expect personalization, value, and direct connection to the gamemakers behind the titles they love. Meanwhile, developers are under pressure: UA is harder, costs are rising, and margin expansion is a must.
Done right, Direct-to-Consumer isn’t just about webshops. It’s a fundamental shift in how games are built, monetized, and sustained. It enables publishers to grow revenue without cannibalizing IAPs, rewards loyalty across platforms, and unlocks features that native apps can’t deliver. This isn’t a niche strategy, it’s the future of resilient game businesses.
Why Stash Is Different
Most D2C solutions were built by outsiders. Stash is different: we’re gamemakers building for gamemakers.
Two principles guide how we partner with studios:
- Alignment of incentives: we only succeed when our partners succeed.
- White-glove execution: every economy, audience, and roadmap is different, so we embed with teams to tailor D2C to reality, not the other way around.
That same philosophy extends to our leadership. Alongside me is Chief Product Officer Spencer Tucker, who pioneered D2C across major franchises at Scopely. Together with the founding team, we’re building infrastructure that empowers every studio, from casual to midcore, indie to AAA, to grow its direct-to-consumer business.
Where We’re Going
D2C will soon become not just a competitive edge but a competitive necessity. Stash is here to help developers navigate, experiment, and thrive in this new landscape.
We’re building more than a payments tool. We’re building the future of how games connect with players. And we’d love for you to be part of it as a partner, a collaborator, or a teammate.
Stash is the culmination of the lessons I’ve carried through my career, but what excites me most is the opportunity to build what comes next, together with you.
Henry Lowenfels, CEO
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