"Games": Apple’s New Gaming Hub
Apple is reportedly launching a dedicated gaming app across iOS, iPadOS, macOS & tvOS, replacing Game Center.
💥 Radar of the Week: Apple is building a dedicated Gaming Hub
Apple is reportedly launching a standalone Games app across iPhone, iPad, Mac & Apple TV, replacing Game Center and centralizing how players access games, track achievements, and engage with Apple Arcade.
The app is expected to ship with iOS 19 in September, and comes alongside another signal: Apple just made its first-ever gaming studio acquisition, RAC7 (creators of Sneaky Sasquatch).
This is not just a UX update, it’s a platform shift.
🔍 Quick Breakdown: New surfaces, more ad inventory, and less competition
This move has major implications for User Acquisition and Apple Search Ads:
🟣 A standalone hub = new ad placements & inventory
🟣 A cleaner experience for game discovery
🟣 Apple would be scaling Search Ads for gaming, its largest App Store category
🟣 Potential to reduce competition between games and non-game apps on ad placements such as Search tab & Today tab, making them more affordable
🟣 Built to be multi-platform : from iPhone, iPad, Mac, to Apple TV, this opens the door for games that run across screens and media formats
🟣 New ad formats could be adopted - like playables on iOS? One can only hope!
If ASA expands placements within this multi-device ecosystem, it could unlock a whole new playbook for UA teams.
🔮 So, What’s Next?
This looks like Apple’s long game against alternative app stores like Netflix Games, Epic Store, and maybe even Xbox Cloud:
→ By building a dedicated app, Apple retains user attention, discovery, and monetization
→ It prepares for a future where the App Store may not be the only store
→ It creates a shoppable, ad-monetized ecosystem fully under Apple’s control
For marketers, this could mean:
✅ More targeted inventory
✅ A clearer funnel for gaming users
✅ A stronger case for investing in Apple Ads as a core growth channel
This is one to watch closely as WWDC approaches.
🎯 In case your missed it:
Neo Radar #14 covered Fortnite’s return to iOS, the Apple vs. Epic ruling, and how ASA strategy played a key role in the relaunch.
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