The New Distribution Stack: How App and Game Publishers Can Monetize Without Platform Lock-In

In 2025, internet usage in Malaysia reached record highs of 34.9 million users at the start of 2025, driving a sharp rise in digital services. Alternative payment methods are leading the way. Local payment networks like PayNet now play a key role in shaping how users transact and engage online.

This isn’t unique to Malaysia. Across Southeast Asia, digital payment adoption is reshaping what it takes to succeed. Legacy models, which typically rely on platforms like app stores and major marketplaces like Shopify, come with trade-offs.

To stay ahead, publishers need more control–over payments, user insights, and margins. Now is the time to make the switch.

Your Strategic Edge: A Smarter Distribution Stack

A strong distribution stack gives publishers something essential: control. It’s a network of owned channels and services that gives you full control over how you monetize, engage users, and scale globally while staying locally relevant. 

Things you’ll want in your distribution stack: direct-to-consumer platforms, integrations with popular payment apps, and presence on major digital marketplaces.

This way, it’s tailored to your needs and connects you directly with your audience. This approach isn’t about replacing existing channels, it’s about building a foundation that works alongside them—and gives you the strategic freedom to grow with confidence.

At Coda, we call that a smarter way to scale.

Why Out-of-App Distribution Matters Now

Exploring out-of-app channels is no longer optional—it’s essential. Regulatory shifts are reshaping the digital landscape, pushing for more open and competitive ecosystems. 

In the EU, the Digital Markets Act (DMA) mandates app stores to support alternative payments and prohibits restrictive platform practices. These changes are designed to empower developers and publishers to monetize more freely, outside of tightly controlled ecosystems.

This movement isn’t limited to Europe. Across Southeast Asia, governments are laying the groundwork for similar change:

• Indonesia: Bank Indonesia has been actively promoting Quick Response Code Indonesian Standard (QRIS) to create an open and interoperable payment landscape, reducing reliance on closed platform ecosystems. 
• Thailand: The Electronic Transactions Development Agency (ETDA) is pushing for greater digital sovereignty, including reforms around data ownership and digital commerce enablement. 
• Malaysia: National initiatives like DuitNow and MyDigital are driving adoption of open, merchant-first digital systems.

These regulatory signals share a common direction: support for distribution models that enable flexibility, control, and local business growth.

Out-of-app strategies align with this future. A smart distribution stack positions you to lead in it.

The Blueprint for Building Your Distribution Stack

At Coda, we help publishers move beyond platform constraints and into sustainable, D2C growth.

Our modular tools work seamlessly together—giving you the infrastructure to monetize, scale, and stay in control. Whether you’re building from the ground up or optimizing an existing approach, we’ll help you create a stack that fits your goals and grows with you.

Grow Your Way

Global publishers are already using Coda’s stack to power their web stores and connect directly with players worldwide.

With one of our recent partners, we processed over 80,000 lifetime transactions, achieved almost 90% payment success rates, and helped grow average monthly revenue by over 30%. These platforms aren’t just bypassing platform fees, they are building global relationships, tailoring experiences by market, and capturing more revenue at every stage of the funnel.

The next phase of monetization isn’t locked in a platform. It’s in building a flexible, resilient distribution system that you control from start to scale.

Let’s find your ideal stack. Connect with us.

_{**Based on Coda internal data from a recent partner implementation.}